The Importance of Unconscious Branding

By: EBSCO
 
July 28, 2014 - PRLog -- Business Book Summary of Unconscious Branding

EBSCO Publishing has just released a new book summary. The human mind can be thought of like an iceberg—the portion above the water line is people’s conscious mind while the vast majority, the unconscious mind, is below the surface. While this portion drives most people’s decisions, behaviors, thoughts, and beliefs, marketers have traditionally focused only on the conscious mind. Exclusively tracking shifts in consumer and cultural trends risks ignoring the innate processes by which all people make decisions. In Unconscious Branding, Douglas Van Praet uses the insights of biology and neuroscience to provide seven steps to behavior change, a model that turns the discoveries of the hard sciences into tools that will revolutionize how marketers approach their work.

In Unconscious Branding, Douglas Van Praet uses the insights of biology and neuroscience to provide seven steps to behavior change, a model that turns the discoveries of the hard sciences into tools usable by marketers:

1.       Interrupt the Pattern: The brain makes models of the world and recognizes patterns so that it can conserve energy to pay attention to what it cannot predict. By using pattern interruptions that challenge people’s existing models and pleasantly surprise them, marketers can cause people’s brains to tune in.

2.       Create Comfort: While people’s minds are initially attracted to differences, paradoxically they move toward seeking what is certain, stable, and familiar. Because people have evolved to prioritize avoiding harm, they need to be in a mental state where they are at ease and have a certain degree of trust in who is delivering the brand’s message.

3.       Lead the Imagination: As people’s comfort with a brand grows, they become more willing to envision their personal interaction with it. Imagining something in the privacy of the mind shapes how people perceive it and these repeated mental rehearsals ultimately help drive action.

4.       Shift the Feeling: Imagination and visualization start to shift people’s intentions, but the real push comes when a brand appeals to the emotions. People assign value through their emotions and emotions hold far more influence over thought patterns than people realize.

5.       Satisfy the Critical Mind: While marketers should lead with emotion, they need to be ready to support feelings with logical reasons for choosing the brand. Rational decision making does not happen in the absence of emotions but rather seeks to justify existing emotions.

6.       Change the Associations: People wear brands like peacock tails, broadcasting the traits they have or the ones they wish to imply they have. Marketers need to target the intangible things they believe their buyers consciously or unconsciously desire (e.g. freedom, uniqueness, rebellion, etc.) and repeatedly associate the brand with those traits and values.

7.       Take Action: The more frequently an action is taken physically, the more ingrained the pathway becomes in the mind, ultimately demanding minimal or no conscious attention.

In addition to a 7-10 page summary of the book, each Business Book Summary includes a Key Concepts section that outlines the main points of the book, an About the Author section that informs readers of the author’s background as well as their additional written works, and a Features of the Book Section that explains the special features found within the book.

For busy professionals, Business Book Summaries from EBSCO provide an easy, quick way to stay on top of the best business books in the market. With many titles available in audio format, it becomes even easier to obtain the helpful information available in these top business titles.

For more information and to get free samples of Business Book Summaries, please visit www.bizsum.com.
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Source:EBSCO
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Tags:Branding, Business, Marketing, Business Book Summaries
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