Who really builds the brand? How do consumers make choices? How can marketers reduce consumer indecision? In this episode we chat about a marketer’s responsibility to help consumers make simple choices and frictionless decisions. It’s all about turning planet-sized problems into brain-sized ones as we improve people’s decision confidence while making it easy for them to connect with and adopt brands..In this episode, our CEO & CSO Leo Burnett, South Asia - Dheeraj Sinha, speaks to Matthew Willcox, a strategic planner in global advertising agencies. He has also set up the Institute of Decision Making, a think tank that acted as a bridge between marketing practitioners and academics studying decision making. His book, The Business of Choice was published in 2015 and won Marketing & Sales Books “Marketing Book of The Year” and the American Marketing Association’s prize for best books in marketing. Find Matthew Willcox on his Website.Find Dheeraj Sinha on Social Media:Facebook | Twitter | Instagram | LinkedIn Check out our website: (https://speakeasywithdheerajsinha.in/) Follow Speakeasy on Social Media:Facebook | Twitter | Instagram | LinkedIn Find Leo Burnett on Social Media:Facebook | Twitter | Instagram | LinkedIn