Philip Barden Keynote Speaker, Virtual Event Speaker

Phil’s work challenges conventional assumptions about why people buy, how brands win attention and what makes marketing truly effective. Drawing on decision science, the Speaker explains how the brain processes information, how emotional and motivational factors influence choices, and why consumers do not always behave as traditional market research might predict.

His bestselling book, Decoded: The Science Behind Why We Buy, brings these principles to life, translating research from psychology, neuroscience and behavioural economics into a practical framework for marketers, brand owners and business leaders. The updated second edition, published in 2022, explores topics including distinctive brand assets, the psychology of brand choice and the mechanisms that influence purchasing behaviour.

Through DECODE Marketing, Phil helps organisations apply these insights to brand development, advertising, shopper marketing and customer experience. His approach focuses on identifying the underlying needs and motivations that make a brand relevant, memorable and distinctive, then translating those findings into more effective marketing strategies and stronger returns on investment.

As a Speaker, Phil connects scientific evidence with real-world business examples, from successful brand repositioning to campaigns that have delivered measurable commercial results. He also explores how emerging technologies, including artificial intelligence, are changing marketing and consumer engagement. His presentations give audiences a fresh perspective on the relationship between human psychology and commercial success, helping them make better-informed decisions about how to influence behaviour and build lasting brand preference.