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Digging Deeper to                                   Accelerate Growth                                Consciously Leveragin...
Marketing is Broken                                                         Of the more than $1 trillion spent on        ...
Better marketing requires better insights                           provocative and proprietary                           ...
Buyology Inc.                                                                                               Helping client...
Recent experiment-- men were consistently drawn to women with dilated pupils5|     © 2011 Buyology Inc. All Rights Reserve...
Father’s walk6|     © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is ...
Deeper Understanding                                                                                          Deeper reaso...
According to Forbes:                                                                                          85% - 95% o...
Less than one out of ten of all new products produce enough return on the     companys investment to survive past the thir...
10 |       © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registe...
Improvement Opportunities                                                                                                 ...
Accelerating & Insulating Growth  Achieve extraordinary growth –                                                      Prot...
What you see effects                                                                                  how you change13 |  ...
Where you look effects                                                                                what you see14 |    ...
Going Deeper Into  Brand Relationships15 |       © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leve...
≈$8 Million                                                   > 6 Years                                    > 10,000 Respon...
Brand Relationship Drivers™                                                                 Grandeur                      ...
Conscious Ratings of Brand Drivers™18 |       © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leverag...
Non-Conscious Ratings of Brand Drivers™19 |       © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Lev...
Brand Attributes      Value      Trust      For Me      Cool      Socially conscious      Safe      Easy      Qual...
Latency Response                        Chocolate                                                                         ...
Latency Response22 |       © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscio...
Gathering more from the   customer relationship   through a non-conscious   perspective23 |       © 2011 Buyology Inc. All...
MindMeasure™   Testing new product concepts and packaging24 |       © 2011 Buyology Inc. All Rights Reserved. Buyology Inc...
Emotions                                                      Saturate                                                    ...
Is yourinnovation asproductive ingrowing thebusiness asyou wouldlike?26 |       © 2011 Buyology Inc. All Rights Reserved. ...
Early Mover Advantage       Small insights into the                                                          Will provide ...
Thank Youdjsturgess@buyologyinc.com
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Tendensdagen 2011 Donna Sturgess - Marketing is broken - the answer is deeper.

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Traditional marketing is broken with marketers focusing on testing the consumer’s conscious reactions to brands with surveys and focus groups. Instead, to achieve better marketing we need better insights that go deeper than the traditional methods. How testing the non-conscious and measuring a consumer’s relationship with a brand is a much more effective way to approach marketing, and with neuromarketing the tools to achieve these deeper insights are now available.

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Transcript of "Tendensdagen 2011 Donna Sturgess - Marketing is broken - the answer is deeper. "

  1. 1. Digging Deeper to Accelerate Growth Consciously Leveraging the Non-Conscious 27 October 20111| © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  2. 2. Marketing is Broken  Of the more than $1 trillion spent on marketing across the globe, as much as $500 billion is wasted (SAS 2008 Estimate, John Wanamaker)  CEO’s are frustrated that their marketers are not delivering transformational growth (McKinsey & Company)  The average tenure for CMOs at the top 100 branded companies is just 22.9 months -- less than half that for CEOs who are in their positions for an average of 53.8 months (Spencer Stuart)2| © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  3. 3. Better marketing requires better insights provocative and proprietary challenging exclusive intriguing unique rousing unequaled exciting unparalleled incendiary unusual provoking extraordinary3| © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  4. 4. Buyology Inc. Helping clients gain a Rigorously understand the significant competitive advantage non-conscious drivers of by understanding of demand customers non-conscious decision making.4| © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  5. 5. Recent experiment-- men were consistently drawn to women with dilated pupils5| © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  6. 6. Father’s walk6| © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  7. 7. Deeper Understanding Deeper reasons for of How We Choose our choices 15% Conscious 15% Conscious Rational choices that we are aware Rational choices that we are aware of when we make a a decision of when we make decision 85% Non-Conscious 85% Non-Conscious Deeper influences on decisions Deeper influences on decisions that we can’t feel because they are that we can’t feel because they are operating below the level of our operating below the level of our awareness awareness7| © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  8. 8. According to Forbes:  85% - 95% of new products fail*  Virtually all new products are researched before launch  Current methodology only tests for the rational, conscious response to the new product idea * Lynn Dornblaser, Mintel published in Forbes.com 12/20/108| © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  9. 9. Less than one out of ten of all new products produce enough return on the companys investment to survive past the third year. Source: http://www.copernicusmarketing.com/univers/reasons_for_product_failure.shtml9| © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  10. 10. 10 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  11. 11. Improvement Opportunities Breakout Dogs Stars Shorten Development Cycle Time Reclaim The Top Tail11 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  12. 12. Accelerating & Insulating Growth Achieve extraordinary growth – Protect from unanticipated competitive significantly above peer companies threats & economic conditions12 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  13. 13. What you see effects how you change13 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  14. 14. Where you look effects what you see14 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  15. 15. Going Deeper Into Brand Relationships15 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  16. 16. ≈$8 Million > 6 Years > 10,000 Respondents16 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  17. 17. Brand Relationship Drivers™ Grandeur A Clear Vision Rituals Enemy Symbols Storytelling Sense of belonging Mystery Sensory Appeal Evangelism17 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  18. 18. Conscious Ratings of Brand Drivers™18 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  19. 19. Non-Conscious Ratings of Brand Drivers™19 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  20. 20. Brand Attributes  Value  Trust  For Me  Cool  Socially conscious  Safe  Easy  Quality  Edge  Variety20 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  21. 21. Latency Response Chocolate Coffee21 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  22. 22. Latency Response22 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  23. 23. Gathering more from the customer relationship through a non-conscious perspective23 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  24. 24. MindMeasure™ Testing new product concepts and packaging24 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  25. 25. Emotions Saturate Decisions "To select among alternatives requires some way to assess the relative value of these alternatives, and this ability to assess alternatives is tied to emotions. Emotions give each alternative a value and, thereby provide a yardstick to judge and select among alternatives. This process need not be conscious; and indeed, for all animals including humans, it rarely is. Thus to be rational means also to be emotional…” Joseph Turner, On the Origin of Human Emotions (2000), p. 5925 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  26. 26. Is yourinnovation asproductive ingrowing thebusiness asyou wouldlike?26 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  27. 27. Early Mover Advantage Small insights into the Will provide tremendous in-market non-conscious advantages27 | © 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.
  28. 28. Thank Youdjsturgess@buyologyinc.com

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