Professional Documents
Culture Documents
95% of our purchasing decisions are made in the subconscious mind- Gerald
Zalman ( Harvard Business Professor)
!. Brand-Customer Relation
Brand Personality:
– two way dialogue
– face to face like interaction
– too many companies in the market
– audience seems to select the businesses that have a personality and connect
on a human level and have human engagement
– the brand of a company is it reputation
– two way dialog is again important for the customer connection and technology
can enable that
– personality= group of characteristics/ trades that describes a person/
company
– the personality of a brand can create the instant connection (love at fist
sight)= having common characteristics
– the way people connect to other people is the same with the way people
connect with a company
– human connection= connection between a human and another human/
company/object/anything
Identify Audience Emotions
– humans are emotional being
– in reality 95% of buying decisions are made in the subconscious
– each time brand the brand engages with one person there is an opportunity
to make a connection (touchpoint)
– brands are not selling products but emotional outcomes
– consider the emotions of the audience when trying to connect with them
Heart branding
– brand connection does not relate to the company size
– a brand is at good as its appeal people
– customer generated content has a higher personal touch
– customer specific emotions have a higher impact on the actual customer
– emotional connection in combination with a subtle product placement is better
then a commercial focused on the product (Jonny Walker / Budweiser )
– give a heart to the brand, give it emotion
Different Level Emotions
– there are two states of emotions: before and after
– making sure that the after state is reducing the negative emotions that are
–
involved in the before state
– audience characteristics, give personality to the target group
– authentic (brands that feel like actual persons)
– brand voice
– brand face (person/mascot)
– mutual understanding between the brand and the person (example
dolarshaveclub.com)
archetype= a primitive mental image inherited from the earliest human ancestors,
and supposed to be present in the collective unconscious (a very typical example
of a certain person or thing.)
Analyze business- customer relationship
– customer has problem and business has a solution
– develop affection from the customer
– when people buy stickers/ outfits/ tattoos with the logos you are being one
with the customers
– some brands are commodities and others have a personal relation with you
and keep going back to them and display loyalty
– the brands that we are loyal to we purchase with our conscious mind
Why Archetypes are so effective
– primitive basic human desires (no control over them)
– innate desire/ innate understanding of the desires of the others
Science vs Marketing Hacks
– forms of intuition = unconscious understanding= archetypes = heartbeat of a
brand
– make the brand seem alive
– having a character (Yoda ) that appear not only in movies but also in
commercials and all types of advertising
– subconsciously store the brand decision and effect the subconsciously buying
decision
Keep personality defined and familiar
– you need a framework for the personality of the brand
– confused personalities are worse than no personalities
Uncover your customer
– the archetype is both the brand and the customer since both have a
personality
– different circumstances ask for different types of relationships in your life