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Dr. Itiel Dror Cognitive Neuroscientist University College London Nir Wegrzyn CEO BrandOpus #NailingJelly
The vast majority of decisions made in the supermarket are not rational. #NailingJelly But in reality, we still assume rationality.
And even when we do acceptthat decisions are not rational,we don’t know what to do with it.
Even forensic science is open to subjectivity and bias.Human decisions are always subject to non-rational context and other influences. #NailingJelly
Brands fail because we drive literal, explicit messages through our creativity,restricting its effectiveness #NailingJelly
It’s not enough to be presented.It’s not enough to be seen.It needs to be remembered.It needs to get the message into the brain and make it stick. #NailingJelly
Make messagesinto memories #NailingJelly #1 Encode in the appropriate parts of the brain #2 Tell a relevant story, and tell it well #3 Cognitive neuroscience teaches us to stick, we must
We know that the mind does not perceive and encode most of the information that is available.In fact, we only take on board a small part of the world around us.. If we take it in at all. #NailingJelly
Things are defined not by their sameness, but by their QUIRKS, their UNIQUENESS, by their visual distinctiveness #NailingJelly
Focus on rational messaging is a
Consumer shopping behaviour is affected more by emotion than rationality.. Even if theydon’t know it. #NailingJelly
#NailingJelly We must care more about the consumer Not what they ‘think they think’
The brand frames how consumers feel about the brand and products #NailingJelly
Having a story matters.Having an emotionally engaging story matters more. #NailingJelly
#1 Your identity itself must be distinctive & quirky not just attention grabbing #2 Wrap the brand in a story don’t depend on the rational brain to encode the message #3 The story must create a meaning emotion and context drive behaviour and generate action, not facts
Thank you. Calling marketers, we’d love to present the full talk to you. If you’d like us to do a lunch and learn at your offices please email us at firstname.lastname@example.org