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Roger Dooley Live Session: "Your Brain on Brands"
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Roger Dooley Live Session: "Your Brain on Brands"

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Brain-based marketing strategies are the next frontier, and Roger Dooley is a recognized expert in neuromarketing, the application of neuroscience and behavior research to understand shoppers' …

Brain-based marketing strategies are the next frontier, and Roger Dooley is a recognized expert in neuromarketing, the application of neuroscience and behavior research to understand shoppers' decision patterns and market to them more efficiently.

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  • 1. Your Brain on Brands BrandSquare February 16, 2012Roger Dooley Dooley Direct, LLCNeuroscienceMarketing.com Brainfluence.com rogerd@dooleydirect.com @rogerdooley
  • 2. MostMarketing Fails.
  • 3. “Half my advertising is wasted… “…if only I knew which half!”
  • 4. 95%of New Products
  • 5. 95%of New Products @rogerdooley (Acupoll)
  • 6. 98%of Direct Mail
  • 7. 98% of Direct Mail@rogerdooley (DMA)
  • 8. 98%of Emails
  • 9. 98% of Emails @rogerdooley(DMA)
  • 10. 20%of Ad Campaigns
  • 11. 20%of Ad Campaigns@rogerdooley
  • 12. 20%of Ad Campaigns
  • 13. 20%of Ad Campaigns
  • 14. Wanamaker guessed TOO LOW! @rogerdooley
  • 15. MostMarketing Fails.
  • 16. @rogerdooley #Brainfluence
  • 17. Iceberg: 88% HiddenMind: 95% Subconscious(Lakoff & Johnson) @rogerdooley
  • 18. Neuromarketing @rogerdooley
  • 19. Neuroscience Behavioral •EEG Science •fMRI •Behavior Studies •MEG •Eye Tracking •Biometrics •Facial Coding @rogerdooley
  • 20. Brands Beat Senses
  • 21. fMRI: Blind Tasting
  • 22. fMRI: with Branding
  • 23. fMRI: Branding Switched
  • 24. Brand associations trump our senses!# 86 19 @rogerdooley #Brainfluence
  • 25. SocialIdentity Theory Henri Tajfel
  • 26. Us vs. Them
  • 27. Create a tribe. Find anenemy. Customers will join in. # 22 19 @rogerdooley #Brainfluence
  • 28. How do you protect your brand when you screw up?@rogerdooley#Brainfluence
  • 29. RudeInterruptionJustifies Bad Behavior@rogerdooley#Brainfluence Source: Ariely
  • 30. @rogerdooley#Brainfluence
  • 31. Protect your brand!Apologies really DO work. Apologize! # 86 @rogerdooley #Brainfluence
  • 32. What if customers aren’t paying attention?@rogerdooley#Brainfluence
  • 33. Brand Lift 7.3 % 2.7 % 1.3 % High Attention Low Attention No Attention Ipsos@rogerdooley#Brainfluence
  • 34. Skipped Ads Lift Brandsdu Plessis
  • 35. 5 Unconscious Impressions > 1@rogerdooley Zajonc#Brainfluence
  • 36. “No attention” doesn’t mean “No results!”# 20 @rogerdooley #Brainfluence
  • 37. Simple Fonts Convince@rogerdooley#Brainfluence
  • 38. Use simple fonts tominimize perceived effort. # 26 @rogerdooley #Brainfluence
  • 39. Your Brain on Brands BrandSquare February 16, 2012Roger Dooley Dooley Direct, LLCNeuroscienceMarketing.com Brainfluence.com rogerd@dooleydirect.com @rogerdooley