Nudge brands are brands built on interactions, not attitudes.
They are mostly defined by experiences, not TV campaigns.
They are designed around people's inconsistencies and errors, not for machines.
They are simple, not complex. They like to break things into small chunks that are less daunting than big tasks.
They focus on changing behavior, not generating awareness and interest.
The Paris metro system card is a nudge brand. It is designed against human errors. You can use the card in any direction.
IKEA is a nudge brand. It uses the power of personal investment. The more involved people are in creating something, the better they feel about the end product.
Ryanair is a nudge brand. It chunks the whole purchase process. They lock you in with a low 'seat price' first to get a mental commitment. Then, they start to add the extra charges in bite-sized 'chunks.'
Hare Krishna is a nudge brand. It is built on the reciprocity rule by giving away daisies. People should …
The human side of branding in a digital world