This document presents an innovative way of brand building impacting the very mechanisms of meaning creation in the psychological and neuro-physiological interface that guide brand choice.
(Re)defining Eyewear Brands Through Human FundamentalsBRAND AVIATORS
This pioneering research redefines the way we market eyewear. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Consumer Behaviour Part1: The Consumer in ContextSebastiano Mereu
Preparation for the Consumer Behaviour exam at Edinburgh Business School. Content extracted from the ‘Consumer Behaviour’ text book by David A. Statt. All pictures used for educational purposes only. No copyright infringement intended.
(Re)defining Technology Brands Through Human FundamentalsBRAND AVIATORS
This pioneering research redefines the way we market technological products. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
(Re)defining Eyewear Brands Through Human FundamentalsBRAND AVIATORS
This pioneering research redefines the way we market eyewear. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Consumer Behaviour Part1: The Consumer in ContextSebastiano Mereu
Preparation for the Consumer Behaviour exam at Edinburgh Business School. Content extracted from the ‘Consumer Behaviour’ text book by David A. Statt. All pictures used for educational purposes only. No copyright infringement intended.
(Re)defining Technology Brands Through Human FundamentalsBRAND AVIATORS
This pioneering research redefines the way we market technological products. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Mindful Marketing: Intentional, Inclusive & Integrated Marketing That Benefit...Shalini Bahl
Is mindful marketing an oxymoron? Mindfulness is becoming a buzz word. Many companies are making mindfulness available to their employees. The US army and many sports teams are adopting mindfulness training. Yet, we have not harnessed the power of mindfulness to inform marketing. What does it mean to be mindful in marketing?
Recent changes in consumers' marketplace attitudes and values accompanied by environmental, technological, and economic shifts have led to a new stream of research, transformative consumer research, which use rigorous methods to study and develop solutions that benefit all consumers around the world. Similarly, some marketers are starting to respond to the rapid changes in consumers' awareness, technology, and the environment. This new movement is called Marketing3.0.
This presentation on Mindful Marketing was given to exchange students , professors and business owners from El Salvador at the Institute. The work in mindful marketing is still emerging. I draw from research and practices in transformative consumer research, Marketing 3.0 and mindfulness to offer a framework that marketers can use in making decisions with more clarity, compassion and insight. Mindful marketing can develop marketers ability to move away from habitual ways of thinking and behaving in the marketplace toward more intentional, inclusive, and holistic marketing that is a win win for all stakeholders.
WARNING: Mindful Marketing is not for the lazy. It is going to compel you to question your assumptions, sit with your discomfort and not settle for the first solution you get.
Is mindful marketing an oxymoron? Mindfulness is becoming a buzz word. Many companies are making mindfulness available to their employees. The US army and many sports teams are adopting mindfulness training. Yet, we have not harnessed the power of mindfulness to inform marketing. What does it mean to be mindful in marketing?
Recent changes in consumers' marketplace attitudes and values accompanied by environmental, technological, and economic shifts have led to a new stream of research, transformative consumer research, which use rigorous methods to study and develop solutions that benefit all consumers around the world. Similarly, some marketers are starting to respond to the rapid changes in consumers' awareness, technology, and the environment. This new movement is called Marketing3.0.
This presentation on Mindful Marketing was given to exchange students , professors and business owners from El Salvador at the Institute. The work in mindful marketing is still emerging. I draw from research and practices in transformative consumer research, Marketing 3.0 and mindfulness to offer a framework that marketers can use in making decisions with more clarity, compassion and insight. Mindful marketing can develop marketers ability to move away from habitual ways of thinking and behaving in the marketplace toward more intentional, inclusive, and holistic marketing that is a win win for all stakeholders.
WARNING: Mindful Marketing is not for the lazy. It is going to compel you to question your assumptions, sit with your discomfort and not settle for the first solution you get.
Get Advertising Smart - Effective Campaigns from the Perspective of the Brain emmersons1
Last week we attended the Warc 100 event: ‘Lessons from the world's best marketing campaigns’, where Heather Andrew, UK CEO at Neuro-Insight discussed the neuroscience behind some of the world’s top performing campaigns.
Chapter 8 Messaging and Media Strategies 8-1 shpopkinkz
Chapter 8
Messaging and Media
Strategies
8-1
1. Describe characteristics of great creative
minds.
2. Contrast the roles of an agency’s
creative department and its business
managers/account executives.
3. Discuss how teams manage tensions
and promote creativity in integrated
marketing communication.
4. Evaluate your own passion for creativity.
8-2
Why Promotion Needs Creativity
• How we recognize and define creativity in marketing rests on our
understanding of the achievements of acknowledged creative geniuses
from the worlds of art, literature, music, science, and politics.
• A look at great creative minds—such as Picasso, Gandhi, Freud, Eliot,
Stravinsky, Graham, and Einstein—reveals shared sensibilities including
a strikingly exuberant self-confidence, (childlike) alertness,
unconventionality, and an obsessive commitment to their work.
• However, self-confidence at some point becomes crass self-promotion,
and an unconstrained childlike ability to see the world as forever new
eventually devolves into childish self-indulgence.
• In spite of creativity’s downside, it is essential. In today’s world, without
creativity there couldn’t be successful brand promotion.
8-3
Why Promotion Needs Creativity, Continued
8-4
Exhibit 8. 1 Seven Creative Geniuses
Agencies, Clients, and the Creative
Process
• The significant effort required to get the right idea, coupled with the
client’s apparent ease in dismissing that idea, underlies the
contentiousness between an agency’s creative staff and its account
executives and clients.
• Creatives provoke. Managers restrain. Ads that win awards for creative
excellence often make clients uncomfortable and it is one of the
manager’s jobs to help keep the client at ease.
• All organizations deal with the competing agendas of one department
versus another, but in advertising agencies, this competition plays out at
an amplified level.
• The difficulty of assessing the effectiveness of brand promotion only
adds to the problem. Advertising researchers are in the unenviable
position of judging the creatives, pitting “science” against art.
• In spite of these tensions, creativity is essential to the vitality of brands.
Creativity makes a brand, and creativity reinvents established brands in
new and desired ways.
8-5
Coordination, Collaboration,
and Creativity
• There are many sources of conflict and tension in the creation of
a promotional mix. Many organizations attempt to address this
challenging issue through systematic utilization of teams.
• Teams, when effectively managed, will produce outputs that are
greater than the sum of their individual parts. Individuals,
however, can still perform to their best abilities and cognitive
style while benefiting from others’ input and guidance.
• Teams need to be managed to promote creative abrasion but
limit interpersonal abrasion. They need guidance from a
maestro (like a Lee Clow) ...
(Re)defining Confectionery Brands Through Human FundamentalsBRAND AVIATORS
Did you know that sweets act as emotional compensators, reality enhancers, disruptive agents, love substitutes, erotic experiences, luxurious indulgencies, social connectors, mockers of seriousness, temporary escapes and energy boosters? Understand the deep motives underpinning our buying behaviour in relation to sweets and build confectionery brands and narratives that engage people at a profoundly human level.
#PersonalityInsights: How cognitive computing will change advertisingAudiense
What personality traits your most profitable customers have? How do they differ from your competitors? We are entering a new era of computing and it’s giving us answers to questions like this. Cognitive computing systems learn and interact naturally with people. This is transforming the way we understand human buying behaviour and allowing brands to apply insight to decisions across the business to gain competitive advantage.
At ad:tech 2015, SocialBro's CEO Javier Burón discussed where Twitter comes in. Applying Personality Insights to Twitter advertising lets marketers refine and expand their audience and helps them gain a competitive edge. It leads to strategic insight and campaign optimisation.
Perfectly Irrational: the importance of psychological validity in market rese...Angus Carbarns
Angus Carbarns, Director of Strategy at UX consultancy We Are Engines, explores key psychological biases underpinning consumer decision-making and their impact on market research and strategy. Rich in case studies and actionable take-aways, this talk should be of interest to brand managers, marketers, researchers and designers alike.
Business to Society Marketing - Kotler's Marketing 3.0Nakul Patel
An article evaluating the recent brand communication strategies of some companies based on Dr. Philip Kotler's latest book - Marketing 3.0
This article aims at connecting dots in what has been taught in book and how it is being done on ground level.
Learning Objectives:
- To Understand What Consumer Behavior Is and the Different Types of Consumers.
- To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as well as Segmentation, Targeting, and Positioning.
- To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
- To Understand How Marketers are Increasingly Able to Reach Consumers via Social Media and Better Satisfy the Needs and Wants of Consumers.
- To Understand the Makeup and Composition of a Model of Consumer Behavior.
CLOU the magazine for marketing and professionals reviews the book Living Brands, How Biology & Neuroscience Shape Consumer Behaviour & Brand Desirablity by Dr. Constantinos Pantidos, Lidpublishing Ltd, London, 2018: https://amzn.to/2qfbYtf
This pioneering research decodes the real reasons of success of Coca Cola. Using, for the first time, a multidisciplinary approach, including brand communication decoding, motivational research, psychology and affective neuroscience, client workshops and the proprietary tools of BRAND AVIATORS™ I study the fundamental motives underpinning consumer behaviour at the deepest levels of their deployment and help clients around the world build brands that liberate the very forces of life.
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Is mindful marketing an oxymoron? Mindfulness is becoming a buzz word. Many companies are making mindfulness available to their employees. The US army and many sports teams are adopting mindfulness training. Yet, we have not harnessed the power of mindfulness to inform marketing. What does it mean to be mindful in marketing?
Recent changes in consumers' marketplace attitudes and values accompanied by environmental, technological, and economic shifts have led to a new stream of research, transformative consumer research, which use rigorous methods to study and develop solutions that benefit all consumers around the world. Similarly, some marketers are starting to respond to the rapid changes in consumers' awareness, technology, and the environment. This new movement is called Marketing3.0.
This presentation on Mindful Marketing was given to exchange students , professors and business owners from El Salvador at the Institute. The work in mindful marketing is still emerging. I draw from research and practices in transformative consumer research, Marketing 3.0 and mindfulness to offer a framework that marketers can use in making decisions with more clarity, compassion and insight. Mindful marketing can develop marketers ability to move away from habitual ways of thinking and behaving in the marketplace toward more intentional, inclusive, and holistic marketing that is a win win for all stakeholders.
WARNING: Mindful Marketing is not for the lazy. It is going to compel you to question your assumptions, sit with your discomfort and not settle for the first solution you get.
Is mindful marketing an oxymoron? Mindfulness is becoming a buzz word. Many companies are making mindfulness available to their employees. The US army and many sports teams are adopting mindfulness training. Yet, we have not harnessed the power of mindfulness to inform marketing. What does it mean to be mindful in marketing?
Recent changes in consumers' marketplace attitudes and values accompanied by environmental, technological, and economic shifts have led to a new stream of research, transformative consumer research, which use rigorous methods to study and develop solutions that benefit all consumers around the world. Similarly, some marketers are starting to respond to the rapid changes in consumers' awareness, technology, and the environment. This new movement is called Marketing3.0.
This presentation on Mindful Marketing was given to exchange students , professors and business owners from El Salvador at the Institute. The work in mindful marketing is still emerging. I draw from research and practices in transformative consumer research, Marketing 3.0 and mindfulness to offer a framework that marketers can use in making decisions with more clarity, compassion and insight. Mindful marketing can develop marketers ability to move away from habitual ways of thinking and behaving in the marketplace toward more intentional, inclusive, and holistic marketing that is a win win for all stakeholders.
WARNING: Mindful Marketing is not for the lazy. It is going to compel you to question your assumptions, sit with your discomfort and not settle for the first solution you get.
Get Advertising Smart - Effective Campaigns from the Perspective of the Brain emmersons1
Last week we attended the Warc 100 event: ‘Lessons from the world's best marketing campaigns’, where Heather Andrew, UK CEO at Neuro-Insight discussed the neuroscience behind some of the world’s top performing campaigns.
Chapter 8 Messaging and Media Strategies 8-1 shpopkinkz
Chapter 8
Messaging and Media
Strategies
8-1
1. Describe characteristics of great creative
minds.
2. Contrast the roles of an agency’s
creative department and its business
managers/account executives.
3. Discuss how teams manage tensions
and promote creativity in integrated
marketing communication.
4. Evaluate your own passion for creativity.
8-2
Why Promotion Needs Creativity
• How we recognize and define creativity in marketing rests on our
understanding of the achievements of acknowledged creative geniuses
from the worlds of art, literature, music, science, and politics.
• A look at great creative minds—such as Picasso, Gandhi, Freud, Eliot,
Stravinsky, Graham, and Einstein—reveals shared sensibilities including
a strikingly exuberant self-confidence, (childlike) alertness,
unconventionality, and an obsessive commitment to their work.
• However, self-confidence at some point becomes crass self-promotion,
and an unconstrained childlike ability to see the world as forever new
eventually devolves into childish self-indulgence.
• In spite of creativity’s downside, it is essential. In today’s world, without
creativity there couldn’t be successful brand promotion.
8-3
Why Promotion Needs Creativity, Continued
8-4
Exhibit 8. 1 Seven Creative Geniuses
Agencies, Clients, and the Creative
Process
• The significant effort required to get the right idea, coupled with the
client’s apparent ease in dismissing that idea, underlies the
contentiousness between an agency’s creative staff and its account
executives and clients.
• Creatives provoke. Managers restrain. Ads that win awards for creative
excellence often make clients uncomfortable and it is one of the
manager’s jobs to help keep the client at ease.
• All organizations deal with the competing agendas of one department
versus another, but in advertising agencies, this competition plays out at
an amplified level.
• The difficulty of assessing the effectiveness of brand promotion only
adds to the problem. Advertising researchers are in the unenviable
position of judging the creatives, pitting “science” against art.
• In spite of these tensions, creativity is essential to the vitality of brands.
Creativity makes a brand, and creativity reinvents established brands in
new and desired ways.
8-5
Coordination, Collaboration,
and Creativity
• There are many sources of conflict and tension in the creation of
a promotional mix. Many organizations attempt to address this
challenging issue through systematic utilization of teams.
• Teams, when effectively managed, will produce outputs that are
greater than the sum of their individual parts. Individuals,
however, can still perform to their best abilities and cognitive
style while benefiting from others’ input and guidance.
• Teams need to be managed to promote creative abrasion but
limit interpersonal abrasion. They need guidance from a
maestro (like a Lee Clow) ...
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Learning Objectives:
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- To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as well as Segmentation, Targeting, and Positioning.
- To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
- To Understand How Marketers are Increasingly Able to Reach Consumers via Social Media and Better Satisfy the Needs and Wants of Consumers.
- To Understand the Makeup and Composition of a Model of Consumer Behavior.
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E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
1. The 13 principles of
Evolutionary Marketing™
By Dr. Constantinos Pantidos
2. 1. Quantification of
motives
2. Impact on meaning
creation
in the psychological and
neurophysiological interface
creating strong predispositions that
guide brand choice
Evolutionary Marketing™
3. 3
Principle No. 1
Every product / service category is
driven by fundamental
neurobiological motives that imbue
brand choice with meaning.
4. 4
Principle No. 2
Meaning is created in the
psychological and
neurophysiological interface
creating strong predispositions that
guide brand choice.
5. 5
Principle No. 3
By activating the deepest
neurobiological motives driving
the category, a brand becomes a
meaningful choice, boosting
profitability.
7. Principle No. 5
Our emotions reflect our
neural experience. As
abundant and varied as our
emotions are, they all stem
from 12 Fundamental Human
Motives, the irreducible
forces culminating in life.
* THE WHEEL OF MOTIVES™: C. Pantidos, Living
Brands: How Biology and Neuroscience Shape
Consumer Behaviour and Brand Desirability, Lid
Publishing, London, 2018, back cover.
8. Principle No. 6
In its search to integrate and make
sense of everything in our
environment, our brain forms
configurations, groups with internal
correspondences and structural
equivalents that shape hierarchies
of meaning and rhythms into a type
of coherent language, the source
code of our behavior.
9. THE WHEEL OF MOTIVES™
* THE WHEEL OF MOTIVES™: C.
Pantidos, Living Brands: How
Biology and Neuroscience Shape
Consumer Behaviour and Brand
Desirability, Lid Publishing,
London, 2018, page 391
Principle No. 7
The fascination of our
brain with everything
around us, as well as all
human values, and
hierarchies of concepts
can be explained
neurobiologically.
10. Principle No. 8
Our fundamental human motives
are like bare patterns in any
language. An average brand
may gain some transitory
attractiveness through creative
marketing. Leading brands infuse
the pattern, fertilizing the basic
forms, in their own unique way.
11. Principle No. 9
Current models for shaping brand
strategy stop at emotions, ignoring the
way they arise and the origins of our
behavior that explain “why” consumers
are drawn to certain categories and
brands.
12. Principle No. 10
Evolutionary Marketing™ captures
our fundamental human motives at
the deepest levels of their
deployment, from their biological
value to the neurosystems they
engage in our brain; the cognitive
operations and psychological states
they activate; the major social
reinforcers they cause; to the rich
hierarchy of inherent concepts they
infuse into our everyday life.
13. Principle No. 11
Motives are the key concept in
understanding human behavior.
Our fundamental human
motives constitute the most
direct, universal, persistent and
strongest predictors of human
behavior.
14. Principle No. 12
What we call concepts are
neural structures that allow
us to order and categorize
all stimuli around us. They
represent the paths of least
resistance to our brain.
15. Principle No. 13
Powerful concepts stem from our
fundamental human motives and
their profound interrelationships,
reflecting the way the systems in
our brain cooperate with each
other to produce biological value.
16. C. Develop
brand’s
neuro-
language
A. Quantify the
deepest
neurobiological
motives of the
category
B. Quantify the
deepest
neurobiological
motives of the
brand
Evolutionary Marketing™ helps marketers ignite the mechanisms
which produce the emotions, needs and wants in the category.
* EVOLUTIONARY MARKETING TOOLKIT: C. Pantidos, Living
Brands: How Biology and Neuroscience Shape Consumer
Behaviour and Brand Desirability, Lid Publishing, London, 2018,
page 418
17. Brand Building now
• Brand positioning stops at emotions
• Misaligned executions along the 360+
spectrum
• Psychological models confuse emotions with
social by-products, brain process and
motives
• Commoditization, clutter, dissonance
• Neurobiology is used tactically i.e. for eye
tracking, facial coding etc.
Evolutionary Brand Building
• Brand positioning contains quantifiable
neurobiological motives that trigger emotions,
needs and wants through meaning creation in the
psychological and neurobiological interface
underdetermining brand choice
• Science is not restricted to strategy definition but
embraces all executions integrating the narratives
at all touchpoints: nothing is lost in translation.
• The 12 irreducible, ineradicable parts of human
nature whose function culminates in human life,
are captured scientifically at their deepest layers of
development leading to relevant, highly attuned,
accurate brand propositions and executions with
their impact on the brain
• Brands are able to influence the sequence of
mechanisms through which emotions are created
becoming unstoppable
• Neurobiology is introduced right into the heart of
brand strategy
18. Some of the companies which have leveraged
Evolutionary Marketing™ to make their brands unstoppable