About Eric

Since starting his career in journalism 17 years ago, research and storytelling has been the unifying theme in Eric’s work, from marketing to photography.

Eric’s journalism background allows him to approach each project with an ear — and eye — for uncovering the story.

From Journalism to Advertising

Principal Eric Braden Zimmett started his work as a journalist in 2004. This research & storytelling style is found throughout his work.

Over his career, Eric has served as adjunct instructor with Summer Study Programs of Melville NY. Eric’s coursework on advertising and consumer behavior was introduced at Penn State University in 2014. He has since taught his material in various guest lectures at Penn State University, South Hills School of Business and Technology, and Juniata College.

Eric’s research on consumer behavior inspires him to create content that’s both authentic to the brand and engaging to its customers.

Research

Eric’s journalism instincts also cause him to be intensely curious.

Eric works with clients to increase conversions, repeat visits, and enjoyment through the use of behavioral science — the study of human behavior.

Effective use of behavioral science principles can improve all aspects of marketing. From writing headlines and copy that people remember; using social norms to nudge consumers; or the anchoring effect on menus to increase the average ticket size.

“In the same way that you wouldn’t trust a doctor with no knowledge of physiology or an engineer ignorant of physics, my experience over the last dozen or so years suggests that it’s foolhardy to work with an advertiser who knows nothing of behavioral science.”

— Richard Shotton, author of The Choice Factory 

Eric Zimmett of Braden Social LLC is certified by Cannes Lions School for Behavioral Science, Storytelling, Marketing Strategy, and Copywriting.

In 2022, Eric completed the Cannes Lions Course on Copywriting, Cannes Lions Course on Storytelling, the Cannes Lions Course on Marketing Strategy, and the Cannes Lions Behavioural Science for Brands; as well as The Ogilvy Course on Applied Behavioural Science, The Ogilvy Course on Behavioural Economics, and the Ogilvy Course on Social Media.

Eric is a 2008 Penn State graduate, as well as a 2010 graduate of Dale Carnegie & Associates. Eric was Certified by Greg Williams Professional Photography in 2022. Eric is a member of The Association of Photographers (AOP), one of the most prestigious professional photographers’ associations in the world.

Braden Social