This is an edited version of my talk "What Advertising Can Learn from Brain Science" for the TMRS/APRC "Sense and Sensibility" conference in Bangkok on 1st November 2013. The talk covers the evidence on what drives advertising effectiveness, the brain science of the emotions and how to link brand experience to the emotional goals of customers. The talk references Brand esSense which is available from 3rd November 2013.

1. What Advertising!
Can Learn From !
Brain Science
1 November 2013
Neil Gains

2. Lessons for advertising
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• Emo%onal
adver%sing
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• Emo%onal
decisions
• Emo%onal
signals
slide

3. Emotional beats rational (in the long term)
35
30
25
20
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15
10
5
0
Rational Only
Rational &
emotional
Emotional Only
Source: Advertising Effectiveness: The Long & Short of It. IPA UK 1012

4. Emotions build price elasticity
8
Very large reduction in
price elasticity (3+ years)
7
6
%
5
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7%
4
5%
3
2
1
0%
0
Rational Only
Rational &
emotional
Emotional Only
Source: Advertising Effectiveness: The Long & Short of It. IPA UK 1012

5. Emotions increase sales volume (in the long term)
Source: Advertising Effectiveness: The Long & Short of It. IPA UK 1012

7. Decision making
“We are to thinking as
cats are to swimming,
we can do it if we
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have to.”
Daniel Kahneman

8. System 1 and System 2
11 million bits per second
50 bits per second

10. Environmental cues set expectations
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11. Is someone watching you?

12. Sales when German music is playing
=
A. North, D. Hargreaves and J McHendrick (1997)

13. Sales when French music is playing
=
A. North, D. Hargreaves and J McHendrick (1997)

14. What do you associate with these cues?
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16. Hotels and Shopping Malls meet different emotional needs
WARRIOR
CATALYST
GURU
100
80
ARTIST
60
EXPLORER
40
20
0
RULER
REBEL
IDEALIST
Hotels
Shopping
Malls
JOKER
CAREGIVER
SEDUCER
EVERYMAN
Hong
Kong,
general
sample,
August
2013

17. Hotels vs Shopping Malls
WARRIOR
CATALYST
GURU
100
80
ARTIST
60
Hotels
40
Top Hopes
EXPLORER
20
Different
Shopping Malls
Top Hopes
0
RULER
Responsible
REBEL
Original
Caring
Passionate
Different
Funny
IDEALIST
JOKER
Individual
Playful
Unique
CAREGIVER
SEDUCER
EVERYMAN
Hong
Kong,
general
sample,
August
2013

18. Do you want to feel cared for?
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19. Or do you want to feel unique?
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20. "The
point
of
a
story
can
penetrate
"The
point
of
a
story
can
penetrate
far
deeper
than
the
point
of
any
bullet."
-­‐
LAWRENCE
NAULT
LAWRENCE
NAULT

21. Stories follow archetypal structures
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22. Seven plot structures
Overcoming the monster
Rags to riches
Quest
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Voyage and return
Tragedy
Comedy
Rebirth

23. The mythology of beauty
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24. The natural path from rags to riches

25. javascript:;

27. Patterns – in the world or in the mind?

28. Fire together, wire together
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29. Advertising patterns
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• Metaphor
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• Archetype
• Signal vs Noise

30. Synaesthesia – the blending of the senses
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31. Kiki and Bouba: which is which?
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32. Story archetypes are “patterns in the mind”

33. Successful brands have emotional focus
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34. Which archetype is LEGO?

36. Branding is all about signal detection
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38. Advertising to the brain
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• Context gives relevance
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• Emotional stories engage
• Unify, Simplify, Amplify

39. Thank You
www.tapestryworks.asia