The best example of branded content being 100 years old

In 1900 the Michelin brothers owned a tyre company in France.

They wanted to sell more tyres.

And, in order to do that, they needed to get drivers to wear down the ones they had.

So in 1900 they issued the first Michelin Guide.

It showed all the great things to see and do around France.

It encouraged people to get out in their cars and drive to all these places.

It featured a list of sights to see, places to buy petrol, places to stay.

The locations of garages, mechanics.

And, being French, good places to eat.

Behavioural principles

Behavioural ideas at play in this post

Short, plain-English explanations of the principles behind this post, with links to related books and examples in the archive.

Curse of knowledge

Once we know something, it becomes hard to imagine what it feels like not to know it.

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Price-quality heuristic

When quality is hard to judge, price becomes a shortcut.

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Processing fluency

Easy-to-process things feel truer, safer, and more appealing.

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The best example of branded content being 100 years old

Behavioural ideas at play in this post

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