➜ PSYCHO BRANDING The dominating school in branding today looks at the brands reﬂection inside the individual and tries to understand its deeper psychological structure: associations, motivations, attitudes. Its based on the belief that brands must push a hot button in the consumers mind to be successful.
➜ THE SILVER BULLET JOBThis school of thinking believes in themagic message.Once delivered into the subjects mind, itwill trigger unconscious desires and trick arational censor on the way, if necessary.
➜ SNIPERS Theres a whole industry around the casting, loading, aiming, and ﬁring of silver bullets. Its called advertising. There are planners who design the magic messages, creatives who craft it, researchers who test it, media planners who target it, and media channels that deliver it.
➜ CORTEX THE GREATNew approaches, like thecurrent "Neuromarketing"buzz, follow the sameroad, driven by advances inbrain scanning technology.They help us betterunderstand the functionaltopography of the mosthighly engineered buying-decision-making organ inthe known universe.
➜ THE LIMBIC CAVEMAN Neuroscience has refreshed an old myth: That man is just a puppet of his inner devils. The scientist Benjamin Libet showed that our hand knows we will move it before we know it ourselves. Our brains limbic system has been triangulated as our little devils hide-away.
"GOOOOORGEOUS THE MIND CAKE ➜ RACER" And yet ... In spite of the hard science, the psycho school is notoriously weak in foresight. In reality, some brands just get a much bigger slice of peoples attention, desires, thoughts, dreams (or curses) than others. "Washing powders out" We may ﬁnd ourselves daydreaming about a Porsche. Or swearing about Micosofts latest idea of how we should work. But nobody daydreams about Persil or Coke. ... and thats OK!
Most of the buying decisions we make, we dont make as an island. We ask a friend.We look at what theJoneses do.We negotiate with thefamily.We brag in the ofﬁce. Many brands only have meaning and value in a social context.➜ HOMO CHATTENSIS
Brands are a part of our social life. They are social currency, social signals, social glue, and meeting points. Social capital is a signiﬁcant part of a brands equity. Can we afford the simplicity of one-dimensional brand theories?➜ SOCIAL CAPITAL
Some of our relationships are actually centered around brands. Both Tupperware and Harley- Davidson bring people together who would never have met otherwise.➜ BRANDS IN OUR SOCIAL GRAPH
Some brands have strong impact on how we relate to people. Think how Microsoft shapes our ofﬁce life.➜ BRANDS IN OUR SOCIAL GRAPH
Some people are inﬂuential experts in certain categories. Mac users, Playstation gamers or Sodastreamers all cant resist to evangelize.➜ BRANDS IN OUR SOCIAL GRAPH
In some of our socialgroups, we have ritualsand membership badgesthat may involve speciﬁcbrands.Parachuters après-jumpon Red Bull. Girls night-outs start with a rallyingcry for "Baileys, on ice." ➜ BRANDS IN OUR SOCIAL GRAPH
➜ ALL WIRED UPBecause brands need social capital,theres a new mantra for marketingthese days:Brands should live in socialnetworks and attract and nurturecommunities of "subscribers", "fans"and "followers". ®
➜ YOU TALKIN AT ME?The web has changed how people relate to brandsand companies in a fundamental way:They dont want to be talked at, but listened to!The social life of a brand is not just a nice creamtopping on a psychologically sound brand strategy.Customers, consumers and consumerists have liftedtheir expectations to the standards set by themost conversationalbrands.
CAPRICIOUS EYEBALLS ➜And yet, many brandsreturn disappointedfrom their ﬁrstventures into socialnetworking.Amateur video stealsthe show from yourexpensive "cheap"viral campaign onYouTube? 1.5m loyalbuyers in the panel The uncaring masses, from a painting by the late Sigmar Polkebut only 223 friendson Facebook?
➜ NOTHING TO TALK ABOUT? Not all brands have an appropriate idea of the conversation they should have with their customers. With whom? About what? How much can The uncaring masses, I reveal? from a painting by the late Sigmar Polke What will the SEC say?
People have alwaystrusted certainbrands as referencepoints in their areaof expertise. Butthe new generationof prosumers*expects them toopen and sharethat expertise.* producing and/or professional consumers➜ BRANDS AS TRUSTED EXPERTS
The strategy, not justfor master brands, isto share rather thanjealously corrall theirknowledge.Transparency is thenew foundation of(brand) trust andfeeds and inspiresword-of-mouthamong customers. ➜ FOOD FOR THE NETWORKS
NEW BRAN D RULES1. Transpar ency build s tr u s t (n ot mys ter y)
➜ LOW INVOLVEMENT BRANDSSome brands run into walls of indifference mostof the time. There seems to be no other way forthem than to buy attention space and shootsilver bullets ...
➜ BRAND AS APPConsumers hire brands to do a job for them.Brands have to become radically supportive ofwhat people really want to achieve when usingthem. Think of your brand as a verb, not a noun.What action does it perform?
NEW BRAN D RULES1. Transpar ency build s tr u s t2. Brand s are Apps
BRANDS AS FRIENDS ➜Some brands are in the entertainmentbusiness. Not just since YouTube but since thebeginning of advertising. They invented the soapopera and created the most memorable andentertaining ads of all times.
CAN YOUR BRAND DANCE? ➜Many brands are petriﬁed in thename of consistency; strangled DONTbloodless by codebooks that leave MOVE MOVEno room for authentic interaction. DONT
CAN YOUR BRAND DANCE? ➜ 2x 2. + 4. ((tap)) 3.Many brands are petriﬁed in the 1.name of consistency; strangled 5.bloodless by codebooks that leaveno room for authentic interaction. Brands must learn to dance; to 6. + 7. relate to ﬂirt to surprise -- but always with one foot on the solid ((tap)) ground of a robust proposition. 2x
NEW BRAN D RULES1. Transpar ency build s tr u s t2. Brand s are Apps3. Brand s mus t learn to dance
BRAND AS MOVEMENT ➜Some brands fans and lovers want to be partof a movement. They want to feel recognizedand valued.
MEDIA DONT TOUCH ➜ LOOK LO HERE HE OK WATCH RE OK E LO RE ME! LO ERTraditional one-way media HE HERE OK LOOK WA E! H AT E! CH OK E W M M TCH LOOK LO ERcannot touch them and get HERE TCH WA E! H TCH WA E! TCH WA E! HERE M LOOK M LOﬁltered out. H HE OK M WATC RE ATC H ME! LOOK OK E W E! HERE WATCH M LO ER ME! H WATCH ME! WA ! LO RE HE OK ME AT E! HE OK CH TCH ATCH WATCH RE W M W LOOK LOOK LO ME! HERE ME! HERE
MEDIA DONT TOUCH ➜Traditional one-way mediacannot touch them and getﬁltered out.Traditional direct marketing isnothing more personal -- plus ascandalous waste of ressources.
TOUCHED BY THE BRAND ➜Brands have toproceed frommedia thinking totouchpoint scope:where and whenare peoplereceptive to mytouch; and howdo I get and stayin touch withthem?
NEW BRAN D RULES1. Transpar ency build s tr u s t2. Brand s are Apps3. Brand s mus t learn to dance4. Brand s to uch people ... or else
MY THANKS GO TO THE ARTISTS OR THEIR RIGHTSHOLDERS WHO I HAVE BORROWED ART FROM: Banksy, Damien Hirst, Sigmar Polke, Michelangelo bit.ly/uwelucas
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