Interview: Rami Dudin, head of strategy at Courage, on why the most obvious message beats the most novel one

from Behavioral Science For Brands: Leveraging behavioral science in brand marketing. · host Consumer Behavior Lab

Courage strategist Rami Dudin joins MichaelAaron and Richard to discuss why distinctive often beats different, using SickKids' $1.3 billion fundraising turnaround, CIBC's no-fee campaign, and neobank scarcity tactics like Monzo's golden ticket to show why owning one idea can perform better than chasing novelty.

Episode metadata supplied by the publisher feed · Published Aug 19, 2026

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Interview: Rami Dudin, head of strategy at Courage, on why the most obvious message beats the most novel one

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This episode was published on August 19, 2026.

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