D. fjeld -_neuroplanning_prague1Presentation Transcript
NeuroplanningMedia Brunch, Czech Publishers Association,Magazine SectionPrague, June 17th 2010By Dag Inge FjeldStrategic director PHD Network, Norway
What is Neuroplanning?
1: how the brain physically functions Neuroscience Partners - Dr Gemma Calvert and Dr Adrian Owen of Neurosense Ltd.
2: h ww o e process ad n store information Cognitive Psychology Partners - Wendy Gordon & Dr Giep Franzen / Margot Bouwman
3: media metrics
October 11th seasonal advertisements
Did you purchase your Christmas gifts in February?In June?
Sensory inputRelevance Contrasts Emotions and metaphors
Christmas plays out differently in various mediachannels
“We are not thinkingmachines that feel, we arefeeling machines thatthink"
ContentReinforced by the context
In touch The Big TelecomFamily Protective father an engram
In touch FreeFamily offerFamily Protective father activate
Is the targetemotionallywarm,neutral orcool?”
“What is theperceivedinterest level inthe message?
“Is theobjectiveimmediate orlong term?”
“Is themessageimplicit orexplicit?”
“Do you want tochange, reinforceor introduceassociations tothe brand?”
Strengthen Your brand is well regarded and the brand engram is full of positive, desirable associations. Job of communication is reinforcement.
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"You can say the right thing about a product and nobody willlisten. Youve got to say it in such a way that people willfeel it in their gut. Because if they dont feel it,nothing will happen."- William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
Six neuroplanning communication models Strengthen Breakthrough Disrupt Connect Subinfluence Activate
Content and neuroplanning Don’t start with an ad Start with the enabling experience Build the communications plan around the experience Create content through the experience Leverage the content