This has been known for more than half a century and has repeatedly been found to be true in every category.
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One of the few actual scientific laws of marketing is that a brand’s growth is driven primarily by acquiring new and light buyers. Why the sales funnel is the cockroach of marketing concepts 1. Sorry they’re not ‘new’, but that’s sort of the point. To do this we need to deliver consistently distinctive stimuli that can earn people’s attention, build brand memories and create an expectation that a brand will meet its goals.īut how? Here are seven fundamental principles of effective marketing communication that will always be true because they’re based on how our brains work, not on how any specific technology works. So we need to make our brands no-brainers, not Lovemarks. And brands work as shortcuts to people’s functional and emotional goals. Our brains are lazy and are always looking to conserve energy by taking shortcuts. But System 1 decisions are ‘no-brainers’, they’re automatic with little cognitive effort. They get this wrong and choose the left hand one showing more ‘hotspots’ of neural activity (probably because they’ve bought the idea that their job is to make people love their brands as much as they do). 171-183Ĭontrary to what most marketers assume, the answer is the right hand scan. (2005): Non-linear responses within the medial prefrontal cortex reveal when specific implicit information influences economic decision-making, in: Journal of Neuroimaging, Vol. Which of these two brain scans shows the brain of someone choosing their favourite brand and which is the same person choosing a less favoured brand from their repertoire? Source: After Deppe, M. Here’s a fun question posed by Phil Barden, author of ‘Decoded: The Science Behind Why We Buy’. So although people assume we’re thinking creatures that feel, we’re actually feeling creatures that think, according to neuroanatomist Jill Bolte Taylor. System 2 is slower, more conscious, more deliberative and more effortful, and is responsible for only a tiny minority of our behaviour. System 1 is quick, intuitive, automatic, lazy and effortless, and governs the vast majority of our decisions and behaviour. Kahneman outlined the two systems of mental processes that govern all human behaviour and decision making. So a brand is actually a real, physical thing in our brain, a network of memories and associations. Over time, consistent, distinctive stimuli create a network of associations which inform our behaviours, which psychologist and economist Daniel Kahneman called ‘The associative memory’. When an external stimulus is received, electrochemical signals get sent on to the central nervous system, and are then cross-referenced with information already stored in our brains to determine the appropriate behavioural response (eg fight or flight? Pleasure or pain? Ignore or pay attention?). Specifically the circa 150 million-year-old limbic system that governs our primitive physical and emotional drives, our motivations, memories and decision making. All other developments in communication technology are really just software: the human brain is the hardware they all have to run on.
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So what are the unchanging fundamentals of marketing communication that will always be true regardless of the technologies we use to exploit them? The most important tech of all With his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.” A communicator must be concerned with the unchanging man. “It took millions of years for man’s instincts to develop…It is fashionable to talk about changing man. “I very frequently get the question: ‘What’s going to change in the next 10 years?’…I almost never get the question: ‘What’s not going to change in the next 10 years?’ And I submit to you that that second question is actually the more important of the two, because you can build a business strategy around the things that are stable in time.”Īmerican creative director Bill Bernbach made essentially the same plea more than half a century before. In 2019 Jeff Bezos made a brilliant case for people to focus less on what’s changing and more on what’s not. When actually it’s what won’t change that’s as important. So while marketing’s obsession with the shiny and new is often derided, it does have some justification.īut from the quantity of talks and content focusing on new stuff, you’d be forgiven for thinking that change is the only thing that matters. The metaverse could be next, although I’m not really into making predictions. Papyrus, paper, the printing press, television, the internet, the smartphone: the new communication technologies with the power to shape human culture invariably lead to revolutions in commercial communication too.