Spona Speaks Episode — Well-Behaved
Behavioral Science Meets Branding
with Van Rais of Hello-Better
This is the second half of a two-part conversation with Van Rais, founder of the consultancy Hello-Better. In part one (below) Van told the story of how he came to behavioral science and how it’s tied to his work as a designer. In this episode, we dive into some of the case studies that show just how linking behavioral science with design has helped his clients.
When you have a businessperson, somebody who has an MBA, or you have a designer who is just really passionate about design who starts understanding why we do what we do, then you have something very, very different. Then you have something new.
— Van Rais
The question is simple: Why? But when you ask marketers about why consumers choose one brand over another, the answer is often complex. That’s because if you ask consumers why they purchase things, they’ll give a variety of answers that are usually more rationalizations than reasons.
As you’ll hear in part one of this two-part episode of Spona Speaks, Hello-Better founder, Van Rais digs deeper. Van addresses complex business ambitions through brand architecture, customer experience, behavioral insights, and activation design.
An industrial and brand designer by training, Van has an impressive portfolio. He led the branding of major organizations from GE Healthcare to Virgin to Hoover, and developed Starbucks’s current visual identity.
Van is a leading voice in the growing community of behavioral branding: developing the business strategy and branding of major behavioral science organizations, and founding the Behavioral Branding special interest group at Bescy. He is the recipient of numerous awards in the field, including the ReBrand Award, The Good Design Award, and ANA Award.
In part one of our conversation, Van tells us about what shaped his vision for Hello-Better, a new type of consultancy that builds brands but isn’t a traditional branding agency at all. In part two we’ll tackle how Van and the Hello-Better team apply their approach to client work to get results.
About Spona Speaks
Spona Speaks is a podcast dedicated to exploring the latest trends, insights, and innovations in the world of marketing, advertising, and branding. Hosted by Garry Mendez, each episode features in-depth conversations with industry experts, thought leaders, and innovators, offering valuable insights and actionable strategies to help businesses thrive in today’s competitive landscape.
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