Every brand wants attention, to be seen as a must-have, but how do some manage stratospheric levels of popularity? It might happen organically, perhaps even by accident, but it’s also true that many brands engineer it.Evan Davis and guest discuss the tricks of the trade, from social media influencers to artificial scarcity, and the potential pitfalls when a product is so popular that it's almost impossible to get hold of.Plus, what is it that compels people to queue several hours for a sandwich, or pay ten times the usual price for a bottle of energy drink - we explore the consumer psychology behind the hype.Evan is joined by:Ellis Gilbert, founder of Soho Yacht Club and Talk Nice Studios;
Rory Sutherland, vice chair of Ogilvy UK;
Dr Cathrine Jansson-Boyd, reader in psychology at Anglia Ruskin University;
and Sian Evans, founder of Chatsworth Bakehouse.PRODUCTION TEAM:Producer: Simon Tulett
Researcher: Drew Hyndman
Editor: Matt Willis
Sound: Neil Churchill and Donald MacDonald
Production co-ordinator: Rosie Strawbridge(Picture: A customer jumps in the air as he leaves an iPhone store in London, after being the first person to buy the brand's latest phone. Credit: Ben A. Pruchnie/Getty Images)

Every brand wants attention, to be seen as a must-have, but how do some manage stratospheric levels of popularity? It might happen organically, perhaps even by accident, but it’s also true that many brands engineer it. Evan Davis and guest discuss the tricks of the trade, from social media influencers to artificial scarcity, and the potential pitfalls when a product is so popular that it's almost impossible to get hold of. Plus, what is it that compels people to queue several hours for a sandwich, or pay ten times the usual price for a bottle of energy drink - we explore the consumer psychology behind the hype. Evan is joined by: Ellis Gilbert, founder of Soho Yacht Club and Talk Nice Studios; Rory Sutherland, vice chair of Ogilvy UK; Dr Cathrine Jansson-Boyd, reader in psychology at Anglia Ruskin University; and Sian Evans, founder of Chatsworth Bakehouse. PRODUCTION TEAM: Producer: Simon Tulett Researcher: Drew Hyndman Editor: Matt Willis Sound: Neil Churchill and Donald MacDonald Production co-ordinator: Rosie Strawbridge (Picture: A customer jumps in the air as he leaves an iPhone store in London, after being the first person to buy the brand's latest phone. Credit: Ben A. Pruchnie/Getty Images)

Hype

The definitive business podcast from the BBC. Each week, the BBC's Evan Davis is joined by bosses, entrepreneurs and industry experts, to lift the lid on how their businesses work, and what it’s like to be in charge. They discuss a big issue, a big challenge, or a big question facing their industry. From managing AI to managing millennials, from supermarkets to supercharging a new product.And our guests will share their stories of success and failure along the way.  Podcasts are published every Thursday. And as well as being a podcast, we are also available every Thursday afternoon and Tuesday evening on BBC Radio 4. You can now also listen to The Bottom Line on a smart speaker. If you want to listen, just say "Ask BBC Sounds to play The Bottom Line”. It works on most smart speakers.The Bottom Line has published a spin off series - Decisions That Made Me - where Evan asks entrepreneurs and business leaders about the most crucial moments in their lives and careers. You can watch these episodes here: https://t.ly/oJ8lW. Got a question or a comment? Get in touch with Evan and the team on email at bottomline@bbc.co.uk.The Bottom Line is produced in partnership with The Open University and is an EcoAudio certified production.

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The definitive business podcast from the BBC. Each week, the BBC's Evan Davis is joined by bosses, entrepreneurs and industry experts, to lift the lid on how their businesses work, and what it’s like to be in charge. They discuss a big issue, a big challenge, or a big question facing their industry. From managing AI to managing millennials, from supermarkets to supercharging a new product. And our guests will share their stories of success and failure along the way. Podcasts are published every Thursday. And as well as being a podcast, we are also available every Thursday afternoon and Tuesday evening on BBC Radio 4. You can now also listen to The Bottom Line on a smart speaker. If you want to listen, just say "Ask BBC Sounds to play The Bottom Line”. It works on most smart speakers. The Bottom Line has published a spin off series - Decisions That Made Me - where Evan asks entrepreneurs and business leaders about the most crucial moments in their lives and careers. You can watch these episodes here: https://t.ly/oJ8lW. Got a question or a comment? Get in touch with Evan and the team on email at bottomline@bbc.co.uk. The Bottom Line is produced in partnership with The Open University and is an EcoAudio certified production.

The definitive business podcast from the BBC. Each week, the BBC's Evan Davis is joined by bosses, entrepreneurs and industry experts, to lift the lid on how their businesses work, and what it’s like to be in charge.&nbsp;They discuss a big issue, a big challenge, or a big question facing their industry. From managing AI to managing millennials, from supermarkets to supercharging a new product.And our guests will share their stories of success and failure along the way. &nbsp;Podcasts are published every Thursday. And as well as being a podcast, we are also available every Thursday afternoon and Tuesday evening on BBC Radio 4.&nbsp;You can now also listen to The Bottom Line on a smart speaker. If you want to listen, just say "Ask BBC Sounds to play The Bottom Line”. It works on most smart speakers.The Bottom Line has published a spin off series - Decisions That Made Me - where Evan asks entrepreneurs and business leaders about the most crucial moments in their lives and careers.&nbsp;You can watch these episodes here: https://t.ly/oJ8lW. Got a question or a comment? Get in touch with Evan and the team on email at bottomline@bbc.co.uk.The Bottom Line is produced in partnership with The Open University and is an EcoAudio certified production.

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