dge conference2 [compatibility mode]

Presented by:

David G. ElliottDavid G. ElliottB.A. (Lon)

Brand EngramsBrand EngramsBrand EngramsBrand Engrams

www.dgeconsultancy.co.uk

B.A. (Lon)

MBA Executive Management (Hull)

MCIM

Copyright and intellectual property of:


• Health and Beauty Marketing background: Reckitts, Seven Seas, Dumex.

David G. Elliott - BackgroundDavid G. Elliott - Background

• Consultant since 1994.

www.dgeconsultancy.co.ukwww.dgeconsultancy.co.uk

• Consultant since 1994.

• Business & Brand Development

• Guest lecturer CIM, University of Hull.

• Open Innovation – GSK, Reckitt Benckiser, Boots etc.

Brand EngramsBrand Engrams

“The collective“The collective

brand memorybrand memory

that resides inthat resides in


that resides inthat resides in

the adaptivethe adaptive

subconscious”.subconscious”.(Elliott, January 2012)(Elliott, January 2012)

In 2003, Pira International highlighted a significant In 2003, Pira International highlighted a significant

shift in focus and investment towards pointshift in focus and investment towards point--ofof--

purchase (POP) communications activity on the purchase (POP) communications activity on the

grounds that grounds that “70% of customer purchasing “70% of customer purchasing

decisions are undertaken at the point of decisions are undertaken at the point of

The Brand Engram PropositionThe Brand Engram Proposition


decisions are undertaken at the point of decisions are undertaken at the point of

purchase.”purchase.”

Whilst the great majority of consumer decisionWhilst the great majority of consumer decision--

making takes place at the point of purchase (POP) making takes place at the point of purchase (POP)

this is highly influenced by this is highly influenced by Brand Engrams.Brand Engrams.

Exposure to external media, retail POP media and Exposure to external media, retail POP media and

product experience develops Brand Engrams which product experience develops Brand Engrams which

provides a context for the processing of POP provides a context for the processing of POP

stimuli. stimuli.

The Brand Engram PropositionThe Brand Engram Proposition


It is proposed that much of this processing It is proposed that much of this processing may be automatic, preconscious and not may be automatic, preconscious and not available to explicit memory, hence consumers’ available to explicit memory, hence consumers’ belief that their retail experience is solely belief that their retail experience is solely responsible for their decisionresponsible for their decision--making at POP. making at POP.

(A. Grimes, R. Barker, D. Elliott 2006)(A. Grimes, R. Barker, D. Elliott 2006)

ATTENTIONATTENTION

A term used in cognitive

psychology to refer to the

tendency of an organism to

A term used in cognitive

psychology to refer to the




focus on selected features of

the environment.


focus on selected features of

the environment.

Low Attention Low Attention

“Research shows “Research shows

that TV advertising that TV advertising

which is high in which is high in

emotional content emotional content

will tend to be will tend to be


will tend to be will tend to be

processed at lower processed at lower

levels of attention levels of attention

than TV advertising than TV advertising

which is low in which is low in

emotional content.”emotional content.”

(Robert Heath & Agnes Nairn 2006)

Low Attention Low Attention

Consumers are potentially exposed Consumers are potentially exposed to 600to 600--625 ads per day (whether 625 ads per day (whether noticed or not); 272 are from TV, noticed or not); 272 are from TV,

radio, magazines and newspapers.radio, magazines and newspapers.

Consumers are potentially exposed Consumers are potentially exposed to 600to 600--625 ads per day (whether 625 ads per day (whether noticed or not); 272 are from TV, noticed or not); 272 are from TV,



To cope consumers adopt low attention To cope consumers adopt low attention strategies strategies –– exposure to messages exposure to messages

subconsciously stored.subconsciously stored.

To cope consumers adopt low attention To cope consumers adopt low attention strategies strategies –– exposure to messages exposure to messages

subconsciously stored.subconsciously stored.


(Media Matters, 2007)


(Media Matters, 2007)

CLEAN STICKY KIDS ADULT LEMON FIZZY

CLEAR SWEET BITTER SWEET THIRST SPARKLING

TRANSPARENT FRESH COOL

7UP Brand Engram7UP Brand Engram


NO COLOURINGS FROM OLD TIMES

PURE HEALTHY

NEUTRAL COLOUR NEUTRAL TASTE

MIXER ALTERNATIVE FOR COLA & OTHER SOFT DRINKS

DIFFERENT

CLICK ON FILM


FIZZY

THIRST SPARKLING

FRESH COOL

CLEAN STICKY KIDS

CLEAR SWEET

TRANSPARENT


FROM OLD TIMES

ALTERNATIVE FOR COLA & OTHER SOFT DRINKS

DIFFERENT

NO COLOURINGS

PURE HEALTHY


MIXER


FIZZY

THIRST SPARKLING

FRESH COOL

ADULT LEMON

BITTER SWEET

www.dgeconsultancy.co.ukALTERNATIVE FOR COLA & OTHER SOFT DRINKS

DIFFERENT


FIZZY

THIRST SPARKLING

FRESH COOL

CLEAN

CLEAR

TRANSPARENT

LEMON

www.dgeconsultancy.co.ukALTERNATIVE FOR COLA & OTHER SOFT DRINKS

DIFFERENT

NO COLOURINGS

PURE HEALTHY

NEUTRAL COLOUR


CLEAN STICKY KIDS ADULT LEMON FIZZY

CLEAR SWEET BITTER SWEET THIRST SPARKLING

TRANSPARENT FRESH COOL


NO COLOURINGS FROM OLD TIMES

PURE HEALTHY


MIXER ALTERNATIVE FOR COLA & OTHER SOFT DRINKS

DIFFERENT

Consciously smart, sophisticated, promiscuous, cynical of marketing and advertising, time scarce & high selective.

Consciously smart, sophisticated, promiscuous, cynical of marketing and advertising, time scarce & high selective.

The ShopperThe Shopper


scarce & high selective.scarce & high selective.

Before entering store has absorbed marketing communication and advertising messages into the adaptive subconscious.

Before entering store has absorbed marketing communication and advertising messages into the adaptive subconscious.

Shopping environments can be emensly complex. The average shopper has to navigate their way around the store processing thousands of products, promotions, signs, other

COMPLEXITYCOMPLEXITY


promotions, signs, other shoppers and staff to find and select the few products they want.

Shoppers have developed low attention cognitive strategies to identify and pay attention to products of interest and make decisions.

Categories

displays such as

soft drinks can be

very complex

with a large

range of sku’s.

COMPLEXITYCOMPLEXITY


range of sku’s.

How do shoppers

cope?

PACK FOCUSSEDPACK FOCUSSED

Shoppers are pack focussed –interacting with packs is their primary task in a retail environment.

Shoppers are pack focussed –interacting with packs is their primary task in a retail environment.


in a retail environment.in a retail environment.

The pack is the most important form of communication with the shopper.

The pack is the most important form of communication with the shopper.

Spot the green square

www.dgeconsultancy.co.uk(Phillips 1997)(Phillips 1997)

• In spotting the green square did you consciously look

at each object individually? If so it would have taken

between 20 to 40 secs.

• You actually subconsciously scanned the

arrangement.WHERE WERE THE PINK


• Conscious processing would have taken more time

and effort.

• You knew the ‘code’ for ‘green square’ – this a visualmnemonic – it enabled subconscious processing.

WHERE WERE THE PINK OVALS?

Top and bottom of the green square!

www.dgeconsultancy.co.uk(Phillips 1997)(Phillips 1997)

This low-attention, low

involvement shopping.

The shopper

subconsciously pays

attention to packs

This low-attention, low

involvement shopping.

The shopper

subconsciously pays

attention to packs

ATTENTIONATTENTION


attention to packs

relevant to their task.

They subconsciously

deselect all other packs

as ‘irrelevant’.

attention to packs

relevant to their task.

They subconsciously

deselect all other packs

as ‘irrelevant’.

What triggers their attention?What triggers their attention?

1. Mnemonics: Shoppers Look for UNIQUE visual

clues in preference to words, often shape and

colour.

1. Mnemonics: Shoppers Look for UNIQUE visual

clues in preference to words, often shape and

colour.

PROCESSING PACK DESIGNSPROCESSING PACK DESIGNS

Subconscious interactionSubconscious interaction


2. Visual Language: Look for use imagery or symbols

in preference to words to illustrate a ‘story’.

2. Visual Language: Look for use imagery or symbols

in preference to words to illustrate a ‘story’.SUBCONSCIOUS PROCESSING OF

PACKAGING DESIGN MINIMISES THE TIME

AND EFFORT INVOLVED IN DECISION

MAKING.

How? - MnemonicsHow? - Mnemonics

• A core visual mnemonic alone can trigger recognition, recall & decision-making.

GSL Healthcare


GSL Healthcare

In recognition and recall test

94% of respondents recognised

Nurofen from its core visual mnemonic (CVM).

(Shopper Insights 2003)(Shopper Insights 2003)

CVM Evokes Nurofen’s Brand EngramCVM Evokes Nurofen’s Brand Engram

TARGETS PAIN

PROBLEM SOLVINGSTRONG SPEED

SCIENTIFIC

ADULT


INNOVATIVE

EFFECTIVE RELIEF

SUPERIOR QUALITY

REASSURANCE

COMFORTING

TASTE FREE

PROVEN

SCIENTIFIC

(Shopper Insights 2003)(Shopper Insights 2003)

INTELLIGENT

How? Visual LanguageHow? Visual Language

Colour codings recommended by

colour psychologist Angela Wright

of Colour Affects. colour-

affects.co.uk

Embossed logo with reflective

silver drop shadow = ‘Quality’

Design

1985 - 1993

Design

1993 - 1999


In 1993 competitors were using silver as the category signal

for ‘ibuprofen’. It had become generic. Nurofen needed to

improve the visual language of its packaging to differentiate

itself from other brands.

affects.co.uk

Hard for competitors

to imitate.

Silver = ‘High tech’

Red to Yellow =

‘Diminishing heat of

Pain’

Lines = ‘Speed’ Roundel = ‘Targets’

Design 2008

Subconscious ProcessingSubconscious Processing

Pack triggers synapses in the brain evoking the brand engram.

PROBLEM SOLVINGSTRONG SPEED

ADULT


This is a subconscious process!

TARGETS PAIN

INNOVATIVE

EFFECTIVE RELIEF

SUPERIOR QUALITY

REASSURANCE

COMFORTING

TASTE FREE

PROVEN

SCIENTIFIC

HoweverHowever

• Core Visual Mnemonics differ in their effectiveness and therefore cannot always trigger a brand engram:

www.dgeconsultancy.co.uk(Shopper Insights 2003)(Shopper Insights 2003)

NUROFEN 94% Recognition & Recall

BENYLIN20% Recognition & Recall

3. Read smaller words

If so…

Brand Brand either either subsconsciouslysubsconsciously

deselected or shoppers needs to deselected or shoppers needs to

revert to revert to consciouconscious interaction:s interaction:


3. Read smaller words

4. Pick up read selective part of back or sides of pack

5. Pick-up and test

CONSCIOUS PROCESSING OF PACKAGING DESIGN

REQUIRES MORE THE TIME AND EFFORT TO MAKE

DECISIONS & INCREASES PROPENSITY TO SWITCH OR

POSTPONE PURCHASE. (Shopper Insights, 2003)(Shopper Insights, 2003)

Research DilemaResearch Dilema

Conventional qualitative and quantative research Conventional qualitative and quantative research

is heavily reliant on respondent’s is heavily reliant on respondent’s consciousconsciousattitudes, opinions and responses to research attitudes, opinions and responses to research

stimulus material.stimulus material.


It is poor at identifying the It is poor at identifying the subconscioussubconsciousprocesses that underly decisionprocesses that underly decision--making at POP.making at POP.

Those that do often overThose that do often over--claim their commercial claim their commercial

efficacy e.g. MRI & EEG scanning.efficacy e.g. MRI & EEG scanning.

Research DilemaResearch Dilema

There are methodologies that an help in There are methodologies that an help in

identifying, developing and protecting:identifying, developing and protecting:

••Brand Engrams, Core Visual Mnemonics, & Brand Engrams, Core Visual Mnemonics, & Brand Visual LanguageBrand Visual Language


Brand Visual LanguageBrand Visual Language

Can provide advice on methodologies after the Can provide advice on methodologies after the

conference for those that are interested or conference for those that are interested or

ee--mail me.mail me.

Consider the implications for your brand.

EXPOSURE BUILDS BRANDSEXPOSURE BUILDS BRANDS

Brand Engram Core Visual Mnemonic Exposure to Pack


Triggers and

Reinforces

Engram

CLICK ON FILM

Thank youThank you

Brand EngramsBrand EngramsBrand EngramsBrand Engrams


David G. ElliottDavid G. ElliottB.A. (Lon)

MBA Executive Management (Hull)

MCIM

Copyright and intellectual property of:


dge conference2 [compatibility mode]

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