From Awareness to Action: The Science of Behavior Change Marketing with Tim Berney

In this insightful episode of Built for This, Carly Pepin sits down with Tim Berney, founder and CEO of VI Marketing and Branding, to explore how marketing can go beyond visibility and actually influence real human behavior. With more than three decades of experience, Tim shares how his work has shifted from traditional awareness campaigns to behavior-driven strategies that shape decisions, habits, and even societal norms. From early recycling initiatives to large-scale water conservation campaigns that saved billions of gallons, he explains how small, consistent actions, when scaled, can create extraordinary impact. Carly and Tim break down the science behind behavior change marketing, including the role of data, modeling behavior, and crafting messaging that resonates both individually and collectively. They also explore how creative execution plays a critical role in driving results, and why even the best strategy falls flat without ideas that connect emotionally. Beyond marketing, the conversation expands into leadership, culture, and the future of the industry. Tim shares how he built a company grounded in continuous learning, intentional communication, and long-term thinking, while also offering his perspective on how AI is reshaping the marketing landscape. This episode is a thoughtful look at how marketing, when done well, becomes a powerful force for meaningful change.   Key Themes: Marketing That Changes Behavior: Why true impact comes from influencing decisions and actions, not just awareness. Small Actions, Big Results: How incremental behavior shifts can scale into significant societal impact. Creative Drives Results: Why emotionally resonant messaging is essential for long-term engagement and action.   Memorable Quotes: “We’re not just trying to get people to buy something… we’re trying to change behaviors.” “If we’re not driving results for our clients, then we shouldn’t have a job.” “There’s no substitute for creative that actually resonates and motivates people to act.”   About Tim Berney: Tim Berney is the Founder and CEO of VI Marketing and Branding, a nationally recognized agency focused on marketing that drives real behavior change. Over more than 30 years, he has grown the company from a $1,300 startup into a multi-million-dollar firm serving clients across healthcare, public health, travel, and commercial sectors. His work centers on helping organizations move beyond awareness to influence real decisions, with a strong focus on trust, credibility, and human-centered strategy. Tim is also a frequent contributor to leading business and marketing publications and is widely recognized for his insights on leadership, brand credibility, and the evolving role of AI in marketing.   Connect with Tim Berney: https://www.vimarketingandbranding.com/ https://www.linkedin.com/in/timberney/ https://www.instagram.com/thevibrand/