In trust-led categories, emotion builds trust cheaper than dull - and surprise multiplies emotion
PrincipleBrand & Creativity
In trust-led categories, emotion builds trust cheaper than dull - and surprise multiplies emotion
In B2B and other trust-led categories, dull is not the safe choice: Peter Field's work shows trust is expensive to build through dull communication and cost-effective to build through emotion - and surprise is a multiplier of emotion. Novartis used surprise on the biggest stage ('Loosen Your Tight End', Super Bowl prostate-cancer campaign) in one of the most serious categories there is.
Source
The Startling Power of Surprise - eatbigfish x Uncensored CMO webinar (Cannes 2026 session) (2026)
Adam Morgan (eatbigfish), Jon Evans (Uncensored CMO)
00:45:27-00:47:48 Q&A; Peter Field's trust analysis, Novartis and Hiscox examples
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