The Problem With Advertising
•
0 likes•653 views
The document contrasts the conscious first mind with the subconscious second mind. It notes that the second mind defines 90% of buying behavior while the first mind only defines 10%. It also states that the majority of communication is rejected by the first mind's gatekeeper function, so brands must bypass this and resonate with consumers' subconscious perceptions. Finally, it introduces the concept of a brand's "hotspot" in the second mind that can help with strategizing around many business and branding areas.
Recommended
More Related Content
Similar to The Problem With Advertising
Similar to The Problem With Advertising (20)
More from Michael Cowen
More from Michael Cowen (14)
Recently uploaded
Recently uploaded (20)
The Problem With Advertising
- 1. First Mind: Second Mind: • Conscious Mind • Subconscious Mind • Rational • Irrational • Intelligence • Imagination • Logical • Illogical • Reasonable • Unreasonable • Awareness • Unaware • Judgmental • Non-Judgmental • Linear • Circular • Gatekeeper • Indifferent • Lacks Power • Powerful Defines 10% of our F I R S T M I N D buying behaviour Defines 90% of our S E C O N D M I N D buying behaviour
- 2. COMMUNICATION Majority of communication is F I R S T M I N D rejected by the Gatekeeper S E C O N D M I N D
- 3. COMMUNICATION Majority of communication is F I R S T M I N D rejected by the Gatekeeper Your Brand Must bypass the Gatekeeper & resonate S E C O N D M I N D with your consumers Subconscious Perception
- 4. POSITIONING & COMMUNICATION B R A N D Your Brand Story H O T S P O T
- 5. The 2nd Mind Delivers the Brands Subconscious Hotspot
- 6. How can the Brand Hotspot help you? Pretty much anything to do with your business from ... • Your Business Your Brand • – Strategy – Strategy and Positioning – Change Management and – Competitive Analysis Transformation Programs – Customer Analysis and Management – Industry Analysis – Logo design and Corporate CI – Your Brand Environment • Your Staff – Activation and Engagement Strategies – Culture – Communication – Internal Communication – Audit – Induction Programs – Measurement – Performance Management – Reputation Management – Behavioural Alignment – And so on – Touch Point Management – Heck -- even your safety program To anything else you need! • Why? Because you are measuring and controlling how people think, feel and behave around your brand and your business!