Digital Branding Strategy (Part 2) - Why Branding is So Important


Published on

In the second part of Digital Branding Strategy presentation, we will learn on why branding is play significant role. Also explained about basic concept of branding and the fundamental of brain learning process.

Published in: Marketing

Digital Branding Strategy (Part 2) - Why Branding is So Important

  1. 1. Digital Branding Strategy (Part Two) @saifulism
  2. 2. Why #Branding is so damn important?
  3. 3. Why#Brandingis so damn important?
  4. 4. #logical vs #emotional This so classical…
  5. 5. But we still deserve CocaCola… Even though it is made from the same recipe
  6. 6. #logical = need #emotional = want
  7. 7. #logical = need commodity
  8. 8. #logical = need #emotional = want commodity differentiated commodity
  9. 9. “95% of purchase decisions are made #emotionally” Gerald Zaltman, Harvard Business School Professor
  10. 10. #brand…is soo emotional
  11. 11. emotionis triggered by stimuli
  12. 12. Our emotion is being controlled by our #brain’s limbic system
  13. 13. #brand #emotion is triggering as the stimuli as response from the #brain
  14. 14. #stimuli #response based on information learned by the #brain
  15. 15. #branding #brain based #branding concept which laid on brain principles
  16. 16. Let’s take another case The definition of ‘beauty’
  17. 17. ‘Long Neck Tribe’, Myanmar Most beautiful woman is the women with the longest neck
  18. 18. Thick Madame Fashion More fat will make her more adorable
  19. 19. But this is not the definition of ‘normal’ woman ‘beauty’
  20. 20. ‘beautiful’ is…what She looks like
  21. 21. These are also ‘beautiful’
  22. 22. Could you imagine how these famous brands selling their stuff if beautiful were defined as the way ‘Long Neck Tribes’ or ‘Thick Madam’ define the words ‘beauty’
  23. 23. Who define the word ‘beauty’ then?
  24. 24. “The aim of marketing is to make selling unnecessary” Peter Drucker
  25. 25. Just ask the ‘marketers’
  26. 26. And just learn their ‘magic tricks’ how they did it
  27. 27. Classical Conditioning Formula By Ivan Pavlov
  28. 28. #stimuli = bell sound + food #response = dogs salivate based on information learned by the #brain #stimuli = bell sound #response = dogs still salivate repeated everyday
  29. 29. We can simply expecting desired response by ‘manipulating’ the stimuli
  30. 30. …they modified ‘information’ learned by the #brain to shape customers mind and perception Branding process is identical with the #brain learning process
  31. 31. they just simply connecting Brand with customers desirable memories
  32. 32. #brain makes behavior
  33. 33. #brainlearning process from branding lessons
  34. 34. Two main reasons behind this topic
  35. 35. Branding Process is identical to Brain Learning Process #1
  36. 36. Successful Branding Process means Stronger emotional bonding between customer and our brand #2
  37. 37. From Brain Learning Process STEP BY STEP BRANDING GUIDE LINE
  38. 38. Brain amazing facts Brain cells are called neurons We are born with at least 100 billion neurons
  39. 39. Dendrites (fibers) grow out of the neurons when you listen to/write about/talk about/ practice something. Brain amazing facts (2)
  40. 40. Neurons know how to grow dendrites, just like a stomach knows how to digest food
  41. 41. Branding activity = attempt to grow new dendrites
  42. 42. Brain Lesson #1 New dendrites take TIME to grow; it takes a lot of PRACTICE for them to grow 1. Always have a long term relationship for growing your brands
  43. 43. Brain Lesson #2 We must do something active (explain, solve, draw, write, etc.) in order to learn, because… Stronger connection only built on active customer involvement Dendrites grow ONLY when we are actively doing something
  44. 44. More neuro-transmitter Thicker dendrites Faster the signals travel Fatty coating of myelin Reduces interference Means faster and more reliable signal
  45. 45. Brain Lesson #3 Dendrites cannot grow in a VOID Initial information about our brand is very crucial for further process New dendrites can only grow off of what is already there.
  46. 46. A completely brand new song and new artist A familiar song with other well- known artist? or
  47. 47. Brain Lesson #4 Mistakes, with feedback, are essential and good, because… Making mistakes, and getting feedback so you can correct them, allows you to check the accuracy of the connections in your brain
  48. 48. Get feedback quickly is important, so we don’t practice the wrong thing and build a strong, but wrong, connection! Avoid strong but wrong connection by getting feedback quickly
  49. 49. Brain Lesson #5 Emotions affect learning and memory! Anxiety floods us with adrenaline that make “blanking out”
  50. 50. Just like our feeling if we stay beside someone that we trust, it will calming us Relax, exercise, laugh, or learn new things will create endorphins that make us calms
  51. 51. Stronger connections were built on… sustain customer positive experiences Meaningful engagement with more customer active involvement and honestly, it takes time
  52. 52. People may forget your name… They won’t forget how was their feeling about you Keep Up the Positive Experience with Customers
  53. 53. “Tell me and I’ll forget, Show me and I’ll remember. Involve me and I’ll understand.” Confucius
  54. 54. Thank You By @saifulism #BrandGenerosity Continue to Part Three