The Why of
Branding
actionable consumer psychology
@opento
Sandra Pickering is an
expert in branding and
brand strategy and a
leader in the practical
application of
neuromarketing
(...
Integrating marketing’s left and right brain
Sandra Pickering

Presented at:
The Why Code – a Kantar seminar on actionable...
Integrating marketing‟s left & right brain
It‟s about psychology in marketing

Psychology

Marketing
Science

Neuroscience...
Integrating marketing‟s left & right brain
Applying structure to creativity

Psychology

Marketing
Science

Neuroscience

...
Many applications but focus on one area today
Brand Archetypes

Psychology

Marketing
Science

Neuroscience

HOW TO
rules,...
The Science and Application of Archetypes
Jung
Shared Subconscious

Pearson

Campbell

Archetypes & Personal Development

...
Archetypal Theory
Jung

Jung
Active Complexes
Psychological Predispositions
Patterns of Behaviour
Shared Subconscious
Focu...
Archetypes in popular culture
Joseph Campbell and The Hero‟s Journey
Archetypes in popular culture
Learning from Personal Development applied to Brands

Mark & Pearson
Pearson
Archetypes are ...
Brand Archetypes
THE MARK & PEARSON MODEL
Brand Archetypes
Linked to motivations

Stability / Control

Belonging

Freedom

Change
Brand Archetypes
Strong brands are rooted in an archetype
Since The Hero and The Outlaw, the world has
changed: especially consumer <> media
And we know more about the neuroscience...
Transmedia Storytelling
according to Doug Scott, Ogilvy Entertainment
Transmedia Storytelling
according to Doug Scott, Ogilvy Entertainment

From a BrandWorld
BRANDWORLDS
Not just about „characters‟: strong brands create „worlds‟
BrandWorlds
are built from conscious and non-conscious elements

Objects

Sensory

Experiential
Cognitive
The Brand and its World
Strong brands create clear worlds and invite the customer in
The Brand and its World
The Body Shop

Sensory

Objects

Loud
Active
Colourful
Strong Aromas

Unconventional Female
Nature...
Each archetype builds a world from different components
At opento, we have a „library‟ of hundreds of brandworlds

Seducti...
BRANDWORLDS & STORYTELLING
Storytelling
Popular and much misunderstood
Storytelling
Is all about finding triggers into the archetypal world
The Psychology:

– Memory is a way of making sense of...
Storytelling
Not just the language: sensory and experiential, the product
The Psychology:

– Memory is a way of making sen...
At opento, we have a library of archetypal stories
e.g., stories about „reasons to believe‟ or expertise
BRANDWORLDS & POSITIONING
Brands & Identity Tensions
Different psychological tensions appear at different stages in life
Wisdom
Intimacy
Competence
...
Brands & Identity Tensions
ADOLESCENCE
Adolescence and learning how to become ….
New Behaviours and Habits
The Psychology:
– Identity construction
– Group member...
Adolescence & doing “being a man”
Lynx
The Psychology:
– Identity construction
– Group member - autonomous
– Adopt behavio...
Lynx dramatises this tension
Creating a clear brand world
Empathy
Demonstrates an intimate
and detailed understanding
of d...
Brands help us manage everyday tensions
As brand managers, we need to understand customer tensions deeply
BRANDWORLDS & INNOVATION
Brand Worlds: Coherence & Consistency
Cars & Masculinity
The Psychology:

– Personal Identity & Values
– Underpinned by st...
Brand Worlds: Coherence & Consistency
Cars & Masculinity
The Psychology:

– Personal Identity & Values
– Underpinned by st...
Cars & Masculinity
PORSCHE CAYENNE

Brand Innovation Rule:
– Brand Extensions should
maintain consistent brand
identity an...
Cars & Masculinity

The whole situation makes me sick.
AHHH. That's it, I am going to go take my
uncivilized, no-sissy-nee...
Each archetypal world needs to be coherent
In each world there are some objects that do not belong – for Porsche fans, tha...
SUMMARY
INTEGRATING MARKETING‟S LEFT & RIGHT BRAIN

BrandWorlds
•
•

Conscious and non-conscious
Objects, cognitive, senso...
Need expert support?
opento offers you:

1

2

Training

Bespoke
consulting

Experts
online

contact:
memberservices
@open...
opento: experts online
www.opento.com
@opento
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The why of branding

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Applying consumer psychology to branding.
This is a slightly modified version of a presentation given at Kantar's "The WHY code" seminar on neuroscience, neuromarketing, branding and archetypes.

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Transcript of "The why of branding"

  1. 1. The Why of Branding actionable consumer psychology @opento
  2. 2. Sandra Pickering is an expert in branding and brand strategy and a leader in the practical application of neuromarketing (psychology, neuroscience and data analytics) to business issues. Stephanie Creff is an expert in consumer behavior and a leader in building teams and practical tools to make consumer insights actionable. opento: who are we? Following a successful career in marketing at Unilever, Mars, Quaker Oats and The Body Shop, Sandra has consulted with many famous brands across consumer goods, financial services, technology, ecommerce, retail and not-for-profit businesses. Her background in psychology, neurophysiology and marketing science has enabled her to develop unique tools and frameworks for brands. You can work with Sandra as an expert online at opento Stephanie had a successful career in research, consumer insights and strategy across the aeronautics and consumer goods industries, before joining the opento team. Her background is in aeronautical engineering, where she gained in-depth practical experience of data modeling and statistical analysis. You can work with Stephanie as an expert online at opento
  3. 3. Integrating marketing’s left and right brain Sandra Pickering Presented at: The Why Code – a Kantar seminar on actionable consumer psychology Exeter College, Oxford September 2012 adapted for slideshare
  4. 4. Integrating marketing‟s left & right brain It‟s about psychology in marketing Psychology Marketing Science Neuroscience Marketing Practice
  5. 5. Integrating marketing‟s left & right brain Applying structure to creativity Psychology Marketing Science Neuroscience HOW TO rules, frameworks, inspirations
  6. 6. Many applications but focus on one area today Brand Archetypes Psychology Marketing Science Neuroscience HOW TO rules, frameworks, inspirations Brand Worlds Storytelling Positioning Innovation
  7. 7. The Science and Application of Archetypes Jung Shared Subconscious Pearson Campbell Archetypes & Personal Development Archetypes & Storytelling Psychology Marketing Science Neuroscience Dennett Mark & Pearson Brands are (like) archetypes Storytelling HOW TO rules, frameworks, inspirations Brand Worlds Positioning The content-producing features of consciousness Innovation
  8. 8. Archetypal Theory Jung Jung Active Complexes Psychological Predispositions Patterns of Behaviour Shared Subconscious Focus on: persona, shadow, animus, anima Journey to individuation The Father Stern, powerful, controlling The Wise Old Man Knowledge, guidance The Mother Feeding, nurturing, soothing The Magician Mysterious, powerful The Child Birth, beginnings, salvation The Earth Mother Nature The Hero Rescuer, Champion The Witch or Sorceress Dangerous The Maiden Purity, Desire The Trickster Deceiving, hidden
  9. 9. Archetypes in popular culture Joseph Campbell and The Hero‟s Journey
  10. 10. Archetypes in popular culture Learning from Personal Development applied to Brands Mark & Pearson Pearson Archetypes are resources for Personal Development and a guide to finding our own authentic story Brands are (like) archetypes Strong brands are consistent and link to motivations Brands as „characters‟
  11. 11. Brand Archetypes THE MARK & PEARSON MODEL
  12. 12. Brand Archetypes Linked to motivations Stability / Control Belonging Freedom Change
  13. 13. Brand Archetypes Strong brands are rooted in an archetype
  14. 14. Since The Hero and The Outlaw, the world has changed: especially consumer <> media And we know more about the neuroscience of brands Dennett The content-producing features of consciousness
  15. 15. Transmedia Storytelling according to Doug Scott, Ogilvy Entertainment
  16. 16. Transmedia Storytelling according to Doug Scott, Ogilvy Entertainment From a BrandWorld
  17. 17. BRANDWORLDS Not just about „characters‟: strong brands create „worlds‟
  18. 18. BrandWorlds are built from conscious and non-conscious elements Objects Sensory Experiential Cognitive
  19. 19. The Brand and its World Strong brands create clear worlds and invite the customer in
  20. 20. The Brand and its World The Body Shop Sensory Objects Loud Active Colourful Strong Aromas Unconventional Female Nature Journeys Campaigns Marches Magic Not: industrial Cognitive High Street Against Animal Testing Variety Experiential Rebellion Change Magic Discovery Wild Inviting
  21. 21. Each archetype builds a world from different components At opento, we have a „library‟ of hundreds of brandworlds Seduction Sensuality Intimacy Commitment Discovery Wilderness Journeys Rebellion Change Campaigns
  22. 22. BRANDWORLDS & STORYTELLING
  23. 23. Storytelling Popular and much misunderstood
  24. 24. Storytelling Is all about finding triggers into the archetypal world The Psychology: – Memory is a way of making sense of now and anticipating future – Stories as a powerful trigger to memory The Neuroscience: – Complex integrated neural patterns: whole is greater than the sum of its parts – Stories as emotional clusters Brand Storytelling: – Brand stories should trigger the relevant archetypal world not simply retell a familiar story Psychology Marketing Science Neuroscience HOW TO rules, frameworks, inspirations
  25. 25. Storytelling Not just the language: sensory and experiential, the product The Psychology: – Memory is a way of making sense of now and anticipating future Intense, luxurious hydration; helps protect against free radical damage. Softens rough, dry skin. Easily absorbs into skin. – Stories as a powerful trigger to memory The Neuroscience: – Complex integrated neural patterns: whole is greater than the sum of its parts – Stories as emotional clusters Brand Storytelling: – Brand stories should trigger the relevant archetypal world not simply retell a familiar story Cocoa Butter For centuries the women of Ghana have used cocoa butter to moisturise and cool their skin in the African heat. Since 1995, The Body Shop has been buying cocoa beans from the Kuapa Kokoo company in Ghana, a fair trade cooperative with over 30,000 small-scale farmers. The money made by the co-operative enables the development of community projects such as schools and village wells in addition to providing the farmers with income to support their families.
  26. 26. At opento, we have a library of archetypal stories e.g., stories about „reasons to believe‟ or expertise
  27. 27. BRANDWORLDS & POSITIONING
  28. 28. Brands & Identity Tensions Different psychological tensions appear at different stages in life Wisdom Intimacy Competence Initiative Autonomy Trust Identity Creativity
  29. 29. Brands & Identity Tensions ADOLESCENCE
  30. 30. Adolescence and learning how to become …. New Behaviours and Habits The Psychology: – Identity construction – Group member - autonomous – Adopt behaviours to fit in and be unique The Neuroscience: – Adolescence is a time of intense neural reconstruction – Opportunity for new learning Brand Rule: – Brands as Cultural Capital, resources – Brands can aid identity construction and enter the adolescent repertoire Psychology Marketing Science Neuroscience HOW TO rules, frameworks, inspirations
  31. 31. Adolescence & doing “being a man” Lynx The Psychology: – Identity construction – Group member - autonomous – Adopt behaviours to fit in and be unique The Neuroscience: – Adolescence is a time of intense neural reconstruction – Opportunity for new learning Brand Rule: – Brands as Cultural Capital, resources – Brands can aid identity construction and enter the adolescent repertoire
  32. 32. Lynx dramatises this tension Creating a clear brand world Empathy Demonstrates an intimate and detailed understanding of dreams, fantasies and behaviours Sensory Objects Experiential Cognitive
  33. 33. Brands help us manage everyday tensions As brand managers, we need to understand customer tensions deeply
  34. 34. BRANDWORLDS & INNOVATION
  35. 35. Brand Worlds: Coherence & Consistency Cars & Masculinity The Psychology: – Personal Identity & Values – Underpinned by strong emotions – Masculinity-Femininity fundamental and powerful The Neuroscience: – Neural coherence – Emotion as index of meaning Brand Innovation Rule: – Brand Extensions should maintain consistent core identity
  36. 36. Brand Worlds: Coherence & Consistency Cars & Masculinity The Psychology: – Personal Identity & Values – Underpinned by strong emotions – Masculinity-Femininity fundamental and powerful The Neuroscience: Sensory Objects – Neural coherence Experiential – Emotion as index of meaning Cognitive Brand Innovation Rule: – Brand Extensions should maintain consistent core identity
  37. 37. Cars & Masculinity PORSCHE CAYENNE Brand Innovation Rule: – Brand Extensions should maintain consistent brand identity and values The Case Example: – Launch of Porsche Cayenne The Outcome: ???
  38. 38. Cars & Masculinity The whole situation makes me sick. AHHH. That's it, I am going to go take my uncivilized, no-sissy-need-apply, nonmuffled 911 out for a wild ride and try to forget the whole thing PORSCHE CAYENNE Brand Innovation Rule: – Brand Extensions should maintain consistent brand identity and values The Case Example: – Launch of Porsche Cayenne The Outcome: – Outrage in Porsche brand community at violation of masculinity – A „gender-bending‟ extension The day they started rolling Porsches off the line with Tiptronic and cupholders was a sad day indeed.. On the subject of when did carmakers lose their balls. That one is easy. When the average male became a metrosexual and lost his. Quotes from: Avery, J. “Defending the markers of masculinity: Consumer resistance to brand genderbending” International Journal of Research in Marketing, Volume 29, Issue 4, Dec 2012, p322–336
  39. 39. Each archetypal world needs to be coherent In each world there are some objects that do not belong – for Porsche fans, that seems to be a cupholder!
  40. 40. SUMMARY INTEGRATING MARKETING‟S LEFT & RIGHT BRAIN BrandWorlds • • Conscious and non-conscious Objects, cognitive, sensory, experiential Psychology Archetypes a structure for creativity Marketing Science Neuroscience ‘How to’ frameworks for HOW TO rules, frameworks, inspirations • • • Storytelling Positioning Innovation Driven by insights from data
  41. 41. Need expert support? opento offers you: 1 2 Training Bespoke consulting Experts online contact: memberservices @opento.com visit: www.opento.com to access our experts directly online contact: memberservices @opento.com 3
  42. 42. opento: experts online www.opento.com @opento

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