I have yet to read Phil Barden's "Decoded," but it is so next on my list after seeing him yesterday at the "you-gotta-go-next-year" Brandworks University.
He hit the high points of the research that forms the backbone of the book during a two hour presentation that had every one of us wanting more. Nuggets such as:
• You'd think that brain synapses would fire when exposed to a strong brand...but just the opposite happens, as a strong brand allows the brain to slip into auto-pilot.
• When the brain is in auto-pilot, it reacts to stimuli based on past experience. Thus, the brain often ignores offers containing the word "free" because it has learned that "free" means "there's a catch."
• The recognition of a preferred brand triggers the reward sensation of habit. Seeing the price triggers pain. The brain computes the net value of reward minus pain...and, if the net value is positive, we buy.
Nick Southgate may have had the best quote of the day: "Dont ask 'what is the consumer thinking?' Ask 'what are they not thinking,' to tap into their auto-pilot.
And the Wall Street Journal's Robin Riddle nailed it when he closed his session by saying marketers should think Mobile first...then video.
And, if the copy is more than 500 words...you need to think again.
Which is why, despite tons more content to share, I'm stopping at 235.
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