04 neurobranding introduction

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Business PlanningUsing Branding Tools to Strengthen Your Plan

2008 BrandSolutions, Inc.

Chuck Pettis (Author of TechnoBrands)BrandSolutions, Inc.6144 Wahl Road360-331-6667

[email protected]


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Agenda

Introduction to Branding & Brand Identity The importance of emotion NeuroBranding

Develop your Brand Identity Map Organizing your customer knowledge

How to apply this to your business.


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What is a Brand?

A Trademark

A Trustmark

Perceptualalterspeoples perceptionsof reality


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Source: Dr. Thomas Robinson, Stanford University School of Medicine, 2007

Archives of Pediatrics & Adolescent Medicine

Branding Alters Reality

NamedTaste

Test

Prefer McDonalds 60%Prefer unbranded 22%

Equal 18%

Anything made byMcDonalds tastes

better to

preschoolers.

Kids perception of

taste is physically

altered by

branding.


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Blind

Taste

Test

Prefer Pepsi 51%

Prefer Coke 44%

Equal 5%

23%

65%

12%

Named

Taste

Test

Source: De Chernatony and Knox, Cranfield Management School

Branding Alters Reality


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Branding Benefits

More sales

Quicker close

Increased perceived value Seen as better

Builds trust

Assure enduring profitable growth

Attract and retain high-quality managers andemployees


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NeuroBranding&The Three Brains

Branding, market research, and advertising servicesrelating to the study of the nervous system (i.e. brain

and sense organs) and people's mental state andreactions when exposed to brands, products,advertising, and marketing messages and images.

Credit: http://www.mareshbrainsatwork.com/B2B/index.htm

NeuroBranding is a trademark of BrandSolutions, Inc.


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MaleFemale Differences

MEN

Make maximum kidsCompete

Soloist

One thing at a timeSpotlight vision

Better 3D space &mechanical ability

See objectsHeadline

FactsBuyer

Good enoughDirect

WOMEN

Help max kids surviveNurtureEnsemble

MultitaskFloodlight visionMore acute senses & intense

emotionsSee the personComplete article

StoriesShopperPerfectSubtle


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The Amygdala

Small almond-shaped region in forebrain. Center for fear, anger, social attraction and sexual

responses Portal between the reptilian, limbic, and cortex brains.

The hub and center of emotional learning. Receives inputsfrom the senses via the thalamus and the cortex. Emotional responses (e.g., defense against danger, fear) can

be transmitted directly to the amygdala, bypassing the cortex. The thalamus pathway to the amygdala is twice as fast as the

pathway through the cortex.

The information received by the amygdala from the thalamus isarchetypal, unfiltered and biased toward evoking responses. Causes tense up of muscles, increased heart rate, release of

hormones and adrenaline.


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The Reptilian Brain

The oldest and smallest region in the evolving brain.

Found in all animals. Similar to brain of the reptileswho preceded mammals, about 200 million yearsago.

Instinctive, fixed action and automatic behaviors.

No language. Instinctual and ritualistic.

The brains vital control center: facialexpressions, breathing, swallowing,

heart rate and pressure. The center for aggression, courtship,

mating, and territorial defense: Survival

Reproduction. Credit: http://www.mareshbrainsatwork.com/B2B/index.htm
http://www.counton.org/numberland/62/reptile.jpg


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Reptilian Hot Buttons

Reptilian hot button: Instinct-like reaction.

A pressure to act.

Response to danger

or reproductivemoment. Road rage

Checking your appearancein a mirror

Flirting

Fighting
http://images.google.com/imgres?imgurl=www.lieye.com/articles/moviereviews/flirt/images/flirti06.jpg&imgrefurl=http://www.lieye.com/articles/moviereviews/flirt/default.shtml&h=433&w=640&prev=/images%3Fq%3Dflirting%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8%26safe%3Doffhttp://www.txcn.com/img/mattie/mirror.jpg


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The Limbic Brain

Common to all mammals. Developed after the demise of the

dinosaurs. The brains emotional factory.

Collects sensory information andscreens it for emotional relevance

Emotion increases retention ofinformation

Higher-level emotions

Nurturing children. Rearing and caring. Singing and communicating Playing. Limbic resonance: attunement of two

mammals to each others inner states.


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The Limbic Brain

Pictures of babiesand puppies will

always generateattention andgenerate positiveemotional feelings.

Credit: www.keepkidshealthy.com/baby.html
http://images.google.com/imgres?imgurl=www.golden-retriever.com/puppy-mousepad-1.jpg&imgrefurl=http://www.golden-retriever.com/cat11.htm&h=246&w=300&prev=/images%3Fq%3Dpuppy%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8%26safe%3Doff


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The Cortex Brain

Unique to humans. The largest of the three brains

5/6 of total brain mass.

The center for: Conscious thought and logic. Action and planning. Reading, speaking, writing, and

reasoning.

The experience of our 5 senses. Awareness. Conscious motor control.

Credit: http://www.mareshbrainsatwork.com/


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Integrating the Three Brains

Our reptilian (instinctive/action) brain always wins.

Our reptilian (instinctive) brainis more powerful thanthe limbic (emotional) brain, which in turn is more

powerful than the cortex (thinking) brain.

Credit: http://www.avln.org/resources/standards/i3brains.htm

When all parts of the brain arein sync, we feel harmony. Weknow where the pressure iscoming from (the reptilian brain),

we feel good about it (the limbicbrain), and we attain self-actualization (the cortex brain).


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Applying the Three Brains

Find the Reptilian hot button Coffee hot button = aroma. Fear, survival, reproduction. Rituals, fixed action patterns & behaviors.

Understand the logic of emotional seduction to turnpeople on Higher-level emotions My children. My family.

Provide an intellectual alibi Low price, numbers, facts

Because So Much is Riding on Your Tires


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18From Marketing to Women by Marti Barletta

Before: by men After: by and for women

Example: Bank Advertisement


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Integrating the Three BrainsThe PT Cruiser

Reptilian brain appeal: Tough looking

Everything insideis round, like being

in a womb. Limbic brain appeal:

Juxtaposition of back ofred car with back ofwoman

Intellectual alibi:

Starting at $17,985.


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Getting Your Brand Remembered

Consistent repetition of: Your brand name

Your key purchase featuresand purchase factors

Use of memorable,emotional imagery that iscompelling, relevant andcredible to the target

audience.


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The Branding ProcessStep OneProblem Definition

1. Define the clients problem and the questionsto be answered Who is the customer? What are their demographics and

aspirations? What will change their attitudes and opinions?

What are the most compelling features and benefits thatmotivate people to buy your products and services?

What are the best images and messages for you to use inyour marketing communications?


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The Branding ProcessStep TwoAsk the customer!2. Conduct strategic research to deeply

understand the customer, the organization,the competition and the product

Guide your decision making Know you are communicating the most

compelling and credible messages and images Avoid internal politics and endless debates

internally, create list of options (i.e., category

descriptor, key selection factors, brand name,logo, values, etc.) and let your most importantconstituencies decide


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The Branding ProcessStep ThreeCreate the Brand

3. Create Your Brand Identity

Brand identity mapyour 3 minute topline story Category descriptor

Positioning statement Purchase factors and associated benefits

Compelling, emotional imagery

Brand name and logo

Now, lets cover each of these, in turn.


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Brand Identity Maps

Mind mapshow our mind actuallyremembers things A one-page snapshot of who you are.

Your first five minutes in any conversation aboutyour organization.

Everybody in your organization says the samethingsconsistency.

The key question is: What Do You WantThem To Say?


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Category DescriptorTarget Audience

Organization Brand Name


Purchase Factor (Feature) #1

Tangible Benefitsfrom PF #1

PF #1 Intangible

Emotional AppealHow customers feel

Positioning Statement



PF #2 Intangible


Brand Identity Map

Reptilian hot buttons

Limbic hot buttons


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What Is Your Target Audience?

Be precise Company or individual

Demographicse.g., large, medium, small

Type of companye.g., SIC, industry type

Good segmentation: Distinctivemembers are different than non-members

Actionablethe definition should be one that marketingprograms can be directed at.

Self-referencingmembers identify with other members of

the group. Homogeneousmembers share similar needs and buying

behavior

Keep male-female differences in mind...


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Are there Hot Buttons for Your Business?

Reptilianhot buttons Survival Territorial defense, strong versus weak Reproduction, sex, mating

Fear Rituals, fixed action patterns & behaviors Aromas

Limbichot buttons Higher-level emotional feelings

Intuition Our relationship with our children and our family Our relationship with our community


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Category Descriptor

What is your category? What hook do customersput you on?

Examples:

LaserJet printers Soap Cell phone accessories

Always link your brand name and the categorydescriptor together:

HP LaserJet printers Ivory soap


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Connect Features with Emotionsusing Brand Ladders

Hierarchy of customer feelings, values, and motivationsconnected with the purchase or support decision.

Feature

Tangible

Benefits

EmotionalBenefits

FunctionalCauses switching

AspirationalDrives loyalty

Source of copy &messages

Choose imagery thatevokes the emotionalbenefits


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What are the Most ImportantPurchase Factors (Features)?

Examples of top-ranked features:

Reliability

Responsive, knowledgeable tech support Security

Cleanliness

Convenience


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Create Brand Ladders

1. Identify top-two purchase factors.

2. For each of your purchase factors, ask:

What are the tangible benefits of each purchasefactor?

When the customer gets those benefits, how dothey feel? Emotion words.

3. Write answers in Brand Identity Map.


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Brand Ladder Example

Feature: Protect Water Quality in Watershed Tangible benefits:

Long-term availability

Recreation Fish and wildlife Scenic beauty Protect tourism

Emotional benefits (how do citizens feel?): Proud Safe Blessed Grateful


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Choose a Brand Name

Meaningful and descriptive

Easy to say and read (spoken asspelled)

Memorable Short

Tested with customers

No negative connotations No acronyms! Harder to remember.

Available and trademark-able

Available as a domain name


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What is your Positioning Statement?

Positioning Statement: Business or purpose Benefit Better

We are looking for: A short phrase that can be remembered and used byeveryone inside and outside of your organization.

A phrase that will quickly and simply describe what you doand your benefits, from the point of view of the targetaudience.

Generic and descriptive, not a slogan or tagline.

Example: With the Intel Celeron processor you can expect anaffordable and reliable PC for your home or home office.


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Category DescriptorTarget Audience


The positioning statement

associates the benefits

you offer with

your company identity.




PF #1 Intangible


Positioning Statement



PF #2 Intangible


Brand Identity Map

Reptilian hot buttons

Limbic hot buttons


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Short Mission & Benefit Statement

Northwest Entrepreneur Network Brand Identity MapVersion 1.5June 11, 2001

2001 Brand-Solutions, Inc.

Benefits Emotional Appeal Benefits Emotional Appeal

Primary Customers

NorthwestEntrepreneur Network

Entrepreneurs

Helping EntrepreneursSucceed

Key Feature #1

Make Connections

Build your businessnetwork Mentoring, networking,

and helping one anotherto create newcompanies

Advisors &, teacherswho will help mycompany grow

Knowledge & informationto make better business& marketing decisions

Access to investors tohelp grow the business

Credible experts

Key Feature #2

Access to Resources

Secondary Customers

Investors ServiceProviders

www.nwen.org

Domain

Sage Brand Personality

Expert, advisor, teacher Creative, visionary, innovative Credible, but willing to

experiment & take risk


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Repeated

Consistent Messages

of People Networking


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How to Use Your Brand Identity Map

Use the language in your brand identity map

repetitively and consistently in ALL communications. Remember, repetition of your messages helps your target

audience remember what you stand for. Link your Brand Identity Map to your operations.

Focus company resources on truly delivering on your top twopurchase factors.

Get it to everyone in your organization. Have them

post it by their phone so they can refer to it whenpeople call and ask What do you do?

04 neurobranding introduction

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