What is an emotional and unconscious design
The power of emotion. With neuromarketing to a unique brand.
Is there a buy button in our brain?
Neuromarketing uses findings from brain research and psychology to optimize brands and marketing. Because emotions and feelings influence us in our sensations and expectations. Also and especially when we don't really notice it. Most of the decisions are much less rational than we might think. Emotions play a powerful role here. This is exactly what we work with in neuromarketing. This knowledge helps to target brands.
How neuromarketing came about.
Comparing Coca Cola and Pepsi helped create neuromarketing. In 2004, scientists discovered that not only the brand name plays a special role, but that the two drinks also activate different regions of the brain. It was recognized that purchasing decisions are made in the brain, are subjective and can also be influenced emotionally. Neuromarketing was born. The psychologist Hans-Georg Häusel explains in his book Brain View (http // is.gd.brainview) how to use these scientific findings for effective and emotional marketing. Using the so-called Limbic Map® from the Munich research institute Gruppe Nymphenburg, Häusel explains the three major emotional systems that determine our lives.
The autopilot does it.
We put 20% of our energy into thinking, only 2% into unconscious decisions. So thinking costs energy. And - weighing up costs and benefits takes time. Emotions go much faster. And are much more convenient for the human brain. Most people assume that they make their decisions very consciously (explicitly). However, our decisions are made unconsciously and emotionally, and much earlier. The autopilot of our consciousness makes the decisions implicitly. Only afterwards are they rationally assessed by us. It's the PIN thing. Hasn't it happened to you before? When you think about it, suddenly you can't remember your PIN, which you have been using for years. Or try to explain how to tie shoes over the phone without using your hands - you can feel the autopilot here. He takes care of everything for us. Our emotions too. How convenient.
Emotion beats price.
Brands, products and services are becoming more and more similar. There is less and less differentiation in appearance and performance. Only the price creates corresponding signals. The risk: Brands embark on a negative price spiral in order to achieve competitive advantages, purchase decisions and sales. The antidote to this is called: emotion. Successful brands communicate with the autopilot. He makes brand decisions when product quality and performance are the same.
How brands work.
No behavior without reward. Codes and signals form the interface between brand and consumer. Equipped with the right signals, brands convey meaning. If this meaning is a reward, there is a purchase. The autopilot makes a decision in two important processing steps: 1. Decoding the meaning of signals, 2. Assigning the reward contained in the signals. If both are available, the autopilot switches to "want to have". The more brands reward the individual motives and emotions of the target group, the greater their appeal. Rewards shape identity and make brands unmistakable. In the BrandLab, our model for brand development, we work out precisely this reward motive as one of the most important modules.
Who is your client
This is not just about demographic or sociographic facts, but also about psychographic characteristics, such as needs, desires, fears or values. What does your customer want? Where can you support him with what you have to offer? Which emotions play a major role? The core of every brand strategy is the needs of your customers and target group. Only when you know exactly who you are dealing with can you position your brand or your company in a targeted manner and implement your strategy accordingly. Detailed personas bring your target group to life.
How can I use neuromarketing?
- Use neuromarketing B2B and B2C.
- Decode your customer's world of emotions.
- Align your brand as a reward motif.
- Tell a brand story that interests your customers and drives them away. Holistic across the entire customer journey.
We have never been so close to our target group. There has never been so much emotion. Never so much power.
Would you like to know more about the opportunities offered by neuromarketing? Contact us.
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