Roger Dooley Live Session: "Your Brain on Brands"

1,600 views
1,556 views

Published on

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.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,600
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
33
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Roger Dooley Live Session: "Your Brain on Brands"

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

×