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BrandOpus at Cannes Lions 2015: Nailing jelly to a tree & other wild goose chases
- 1. Dr. Itiel Dror Cognitive Neuroscientist University College London Nir Wegrzyn CEO BrandOpus #NailingJelly
- 2. The vast majority of decisions made in the supermarket are not rational. #NailingJelly But in reality, we still assume rationality.
- 3. And even when we do accept that decisions are not rational, we don’t know what to do with it.
- 4. Even forensic science is open to subjectivity and bias. Human decisions are always subject to non-rational context and other influences. #NailingJelly
- 5. Brands fail because we drive literal, explicit messages through our creativity, restricting its effectiveness #NailingJelly
- 6. It’s not enough to be presented. It’s not enough to be seen. It needs to be remembered. It needs to get the message into the brain and make it stick. #NailingJelly
- 7. Make messages into memories #NailingJelly #1 Encode in the appropriate parts of the brain #2 Tell a relevant story, and tell it well #3 Cognitive neuroscience teaches us to stick, we must
- 8. We know that the mind does not perceive and encode most of the information that is available. In fact, we only take on board a small part of the world around us.. If we take it in at all. #NailingJelly
- 9. Things are defined not by their sameness, but by their QUIRKS, their UNIQUENESS, by their VISUAL DISTINCTIVENESS #NailingJelly
- 10. Focus on rational messaging is a
- 11. Consumer shopping behaviour is affected more by emotion than rationality.. Even if they don’t know it. #NailingJelly
- 12. #NailingJelly We must care more about the consumer Not what they ‘think they think’
- 13. The brand frames how consumers feel about the brand and products #NailingJelly
- 14. Having a story matters. Having an emotionally engaging story matters more. #NailingJelly
- 15. #1 Your identity itself must be distinctive & quirky not just attention grabbing #2 Wrap the brand in a story don’t depend on the rational brain to encode the message #3 The story must create a meaning emotion and context drive behaviour and generate action, not facts
- 16. Thank you. Calling marketers, we’d love to present the full talk to you. If you’d like us to do a lunch and learn at your offices please email us at events@brandopus.com
Editor's Notes
- Nir Chart N: So welcome to another talk at Cannes about Neuroscience… N: In our business, the creative business, the main aim of our existence is to change consumer behaviour. There is a consciousness around the broad concept of Neuroscience, it’s become a buzz word in our industry, But I’m concerned that we don’t fully understand it, and don’t know how to apply it, and use it to our clients benefit. It’s bandied around all too freely to give gravitas to what we do. I’m worried that if people keep misunderstanding and misusing the term ‘neuroscience’ then it will lose its resonance – before we even give it a chance. So I’d like to introduce Itiel, a leading cognitive neuroscientist, to the stage to enlighten us. Hello Itiel!
- Itiel Chart
- Nir Chart N: despite the heightened industry awareness of the role of the subconscious, despite hearing that we make irrational decisions – we still work like we always did, and we still assume rationality –and that render our creative ineffective, and that’s all I: So, how can I help you? N: So can you tell us first about what you do?
- Itiel Chart Notes to Itiel: what image would you suggest here? However clear the facts are, however rational something seems, there is always human interpretation and humans decisions are always subject to non rational context N: That is quite frightening. You are suggesting that even in the case of finger print evidence where there a 1-1 rational perfect fit, even the top expert make decisions that are not rational I: Yes… and we are studying the way people make decisions and what influences these decisions.
- Nir Chart However creative we are…
- Itiel Chart
- Itiel Chart
- Nir Chart Actually what the consumer sees are quirks
- Nir Chart If all you do is rational messages It is a wild goose chase…
- Nir Chart N: Do you mean that their decisions are not based on the evidence, the objective scientific data? by changing context, the research results- how ever factual they are, change. By changing the way a question is asked, we get different results. This chart needs to be clearer NB – NIR MUST TALK ABOUT CONTEXT HERE
- Nir Chart I: Yes, indeed, working not far away from here, in Lyon, with InterPol, as well as the FBI, NYPD, LAPD, the Netherlands, Finland, and all the way to Australia and many other places, we have really made a difference. this is all very interesting stuff…, We need to care more about what the consumer thinks But less about what they ‘think they think’ CAN WE TALK ABOUT THE POLICE CASE? EXAMPLES OF BIAS? Maybe Doctors?Maybe the police shootings? but back to my original question…: how can I help you, why did you bring me here?
- Nir Chart
- Nir chart Must be RELEVANT Not any old story, but we need it to relate to our actual lives Stories, or metaphors activate the emotional triggers that are relevant to us as people – NB: SHOULD WE BE USING ‘METAPHORS instead of stories’
- Our creativity is ineffective Because its too rational Here’s how we need to act: We need to reteach ourselves to structure messages in such a way that they stick in peoples heads The structure of the messages much become brand related, not product driven and anchored in rationality, to get the right part of the brain Tell the story well. Put a metaphor into play.