Without much effort, most people are able to identify a brand’s logo, idea or message. Things like design, colour, and communication all focus on the consciousness. If we look at brands in a deeper way, we can see than they are actually a collection of messy associations. The challenge for marketers is then to tap into the functional and emotional benefits of a product or brand and convey that to a target audience.
Have you heard of the brand seduction?
Conversely, System 2 thinking is conscious, calculated and highly rational.
The link between the unconscious mind and nature of brands is described in Weber’s words as the Brand Fantasy. He writes, ‘’The brand fantasy is the unconscious web of associations that together form a mental representation of a brand.’’ While they are interpreted differently by different people, these emotional connections are often messy, irrational and abstract. But whether intentional or unintentional, they form a unique ‘essence’ or ‘personality’ of a brand and should be something that people want to aspire towards.
How does neuroscience in marketing work?
Market research that uses neuroscience methods can help marketers gain a deeper understanding of human motivations. Using a variety of data types, such as demographic and psychographic information, along with with behavioral economics and psychology principles, marketers are able to better understand, predict and even influence consumer decision-making behavior.
This type of research reveals the thoughts, emotions, and motives below our conscious awareness that affect judgment and decision-making. These insights are then used for a range of reasons like building better brands, positioning, identifying a target audience, designing better customer experiences and creating narratives that resonate with customers on an emotional level.
Brands that have a good understanding of these principles employ tactics to appeal to consumers’ subconscious. Neuromarketing principles can be used to:
- Optimise product characteristics
- Create brands with strong emotional connections
- Stimulate senses with packaging and colour
- Leverage ambience in store
- Align communications
- Tailor solutions for a specific need