Branding and Marketing “Clotaire Rapaille’s Method” Com 459 Jeff McNeill Lyn Jang
<ul><li>The reptilian level </li></ul><ul><li>(basic instinct) </li></ul>We have it when we are born To motivate, Appeal to individual’s survival instinct Consumer’s unspoken need( Unconscious need) come from This level 2.The limbic level ( emotion and earlier experiences) At this level, people’s act and react are based on Earliest experiences. Our imprinted, learned patterns are created as a conditioned Response stemming from our earliest positive and Negative experiences The key point the response is very strong because It is “learned” in the context of the emotion of the experience “ People are motivated at three levels” (these levels are very different from one culture to another) “ The logic of emotion ” The connection between the limbic and the reptilian, how the emotions deal With the urges, the instincts, the needs we have” Every word has a Mental Highway which is called “ Code ”, an unconscious code in the brain
3. The Cerebral level- intellectual alibi The last part of the brain that we develop( after 7 years old) With this level, people try to be intelligent. How do the three brains work in steps Rapaille use? First session Start with the cortex Reason: people want to Show how intelligent they are “ But, Rapaille don’b believe What they say .” Second session- the limbic “ Emotion, earlier experience” The Purpose is “ to disconnect the cortex” Break Time before move to the next People are happy with themselves Third hour No chair- time to go back To the very first time that They experienced what Rapaille tries to understand The key “ people know this process is Anonymous. They don’t speak but write” Finding code and the code is Discovered by Rapaill and participants “ Discovery”
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.