Rachel goes down the customer journey rabbit hole and gets curiouser and curiouser about the question “How can brands show up in the right place, at the right time, and say the right thing?” Welcome to Rethink, a podcast by Think with Google.  If you think consumers are going on a purchase journey that involves "Me like. Me buy" you've waaaaay oversimplified things.  Add to that, we're in the middle of a global pandemic and you've got the inspiration for today's challenge.... "It's my role to get my clients' ads in front of the right people at the right time. But consumer behaviour is more unpredictable than ever right now, so how can we bring brand top of mind when they're at the point of purchase?" To nut this one our we chat to Rhys Williams, director of media sales specialists at Google who helps us detangle the Messy Middle that is path to purchase. Mike Daniels, Founder of the Behavioural Architects steps us through the seven principles that can help your brand stand out (even in a crisis). And we head across the ditch to chat to Gemma Bevan who worked on NZ's United Against COVID-19 campaign to find out how you galvanise an entire population.  After this episode you'll never think of path to purchase as linear again.  FURTHER READING Want to learn more about how to get in front of consumers when they don't even know how they make their decisions? Check out the latest from Think with Google... Check out our four-part video series to see how behavioural principles affect people from awareness to purchase.  Dig deeper into our research on consumer behaviour to explore a new model of decision-making. For even more great insights head to https://www.thinkwithgoogle.com.au/ CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton See omnystudio.com/listener for privacy information.