redhot presents music -- brain glue behind your brand 09-27-16 final drft
TRANSCRIPT
THE STICKY
STUFF
What sticks and what doesn’t
90 Percent Of All Purchasing
Decisions Are Made
Subconsciously
The driving factor in subconscious
decisions making is…
The influential role of emotion
in consumer behavior is well
documented
• fMRI neuro-imagery shows that when evaluating brands,
consumers primarily use emotions (personal feelings and
experiences) rather than information (brand attributes,
features, and facts).
• Advertising research reveals that emotional response to an
ad has far greater influence on a consumer’s reported
intent to buy a product than does the ad’s content –
• Research conducted by the Advertising Research
Foundation concluded that the emotion of “likeability” is the
measure most predictive of whether an advertisement will
increase a brand’s sales.
We only THINK that we are
rational beings
• Emotions drive purchase decisions,
not logic: Forrester
FEELINGS KODAK COMMERCIAL FROM 1977
KODAK COMMERCIAL
FROM 1977
THE LAST THING ON YOUR
MIND… is the first thing on your mind
• RESEARCH SHOWS • Consumers are more likely to remember
interactions that occur at the end of an
experience than the experience overall
Two Point Premise
• Emotions Rule
• The End Note is the
Deal Maker
We Run On Emotions and that we
feeling MOST STRONGLY about the
END of the experience.
What is one of the greatest conduits
for emotional expression and
emotional connection?
SURPRISE!
MUSIC
Music Is A Life Force
• The National Anthem
• Here comes the bride
• Amazing Grace
• Taps
Why do think we sing happy birthday?
LET’S PLAY
A GAME
• Finish the song for me…..
THE EMOTIONALITY
FACTOR
• How do people FEEL about your product
• NOT what do people THINK about your
product
• Shaping your Brands Personality with
emotionally connectible messaging
Some Things Jingles
Can Do
• Top of mind awareness
• Cognitive Recall
• Shape Your Brand Personality
• Ignite Your Brand Energy
• Create an Emotional Bond
Inside of a jingle
production company
• How Do We Create Jingles?
• What’s A Demo?
• What’s A Work Tape ?
• Why A Chicago Jingle Cost More
Than Peoria Illinois Jingle?
• What does a jingle cost?
So you want to stick in
some one’s mind?
Use a stronger
GLUE
Music… Brain glue
behind your
brand
My company is ….
The Red Hot
Jingle Company