The Cognitive Marketer

Gee Ranasinha
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  • MARKETING
  • UPDATED WEEKLY

Cut through the marketing noise with The Cognitive Marketer. In weekly 2-minute episodes. Host Gee Ranasinha, CEO of marketing agency and behavioral science practice KEXINO, shares fresh perspectives on what makes customers tick, why certain messages work, and how to build marketing that actually moves the needle. This isn't about tactics, trends, or "the next shiny thing." It's about understanding the underlying psychological triggers guiding buying decisions and using that knowledge to create smarter, more effective marketing.

  1. 9H AGO

    Trying to solve new problems with old solutions

    Persistent problems often require us to question our basic assumptions about how markets, customers, or organizations actually behave. This is one reason why breakthrough innovations often come from market outsiders rather than incumbent players. Outsiders don't know what 'no' means. They haven't been preconditioned to avoid "obviously wrong" approaches that sometimes turn out to be obviously right.

    5 min

  2. 3D AGO

    'Marketing' isn't the same thing as 'Promotion'

    Marketing optimizes for long-term value creation. Promotion optimizes for immediate response. Marketing asks "How do we help them succeed?" Promotion asks "How do we get them to buy?"

    1 min

  3. SEP 28

    What do customers hate about us?

    Most purchases aren't about finding the perfect solution—they're about avoiding the worst problems. Buyers pick the option that annoys them least, not the one that delights them most. Understanding customer dislikes isn't just useful research—it's often the fastest path to growth. Sometimes the best way forward is removing what holds people back.

    3 min

  4. SEP 21

    Badly done AI is the clipart of the 21st century

    If our audience can tell our message has been created using AI tools, we've already lost their trust. Most businesses don’t need an “AI strategy”. They need a business strategy that (might) use AI. Without that, it’s all smoke and mirrors without any tangible impact. Real wins come when our solution plugs into the messy irrationality of human workflows: intake, service, follow-up.

    5 min

  5. SEP 14

    We're thinking about marketing timing in the wrong way

    We've been trained to think in terms of campaign cycles: we launch, we measure, we optimize, rinse and repeat. But markets don't pause between our initiatives. They're not on a break, waiting for us to get ready for the next round to begin. While we're still stuck analyzing last quarter's performance, prospects are making purchase decisions without us. The brands winning in competitive categories treat marketing like infrastructure - always on and always working, even when no one's measuring immediate returns.

    3 min

  6. SEP 7

    Price isn't a number. It's a feeling.

    What we call a "rational pricing strategy" is actually applied behavioral science. We’re not setting a price, as much as architecting an experience that begins the moment someone sees our price sticker, or rate card.

    5 min

  7. AUG 31

    It's less about the creative, than it is about the message

    Creative styles in marketing are not just a matter of personal preference.  They are strategic tools that add (or take away) from communications effectiveness. In the attention-based economy that we have today, the scarcest resource isn't budget, but cognitive processing power. How we deploy that resource through creative choices becomes the primary determinant of campaign effectiveness.

    4 min

  8. AUG 24

    What we say vs. what they hear

    Our communication doesn't occur when the message is sent. It occurs when the recipient constructs meaning from it. Not only that, but our audience's interpretation of our message is inherently subjective, significantly contextual, and heavily dependent on their emotion state at that particular time. It's a good job no-one ever told us this was going to be easy, right?

    3 min
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About

Cut through the marketing noise with The Cognitive Marketer. In weekly 2-minute episodes. Host Gee Ranasinha, CEO of marketing agency and behavioral science practice KEXINO, shares fresh perspectives on what makes customers tick, why certain messages work, and how to build marketing that actually moves the needle. This isn't about tactics, trends, or "the next shiny thing." It's about understanding the underlying psychological triggers guiding buying decisions and using that knowledge to create smarter, more effective marketing.

Information

  • Creator
    Gee Ranasinha
  • Years Active
    2K
  • Episodes
    16
  • Rating
    Clean
  • Copyright
    © Gee Ranasinha
  • Show Website
    The Cognitive Marketer