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This week we have been exclusively watching 'Magic Mike', shaking a Magic 8-Ball and listening to '24k Magic' by Bruno Mars (which is just awful) in order to win the slightly nervous attention of Adam Ferrier, founder of Thinkerbell; the thinkers, tinkers and practitioners of ‘measured magic’.  A psychology brain sat on top of some sturdy strategy bones, Adam is a rare voice of reason in the largely barmy brand world – as well as being the chief sceptic when it comes to the industry obsession with ‘the customer’. He’s also the author of more superb books, including ‘The Advertising effect: How to Change Behaviour’ and supplements all this talk-talking with some serious walk-walking through his work that brings marketing science and creative thinking together.  In this episode Adam shares his expertise on brands who forget how to be brands, why every business problem is a behaviour change problem and the forgotten benefits of simply fitting in. This episode is very proudly dedicated to Anne Young.    /////