Amb 1901 presenter v8

the ideas people

Left-brain, right-brain brand communicationsCreating whole brain business school brandsAMBA Marketing Admissions ForumApril 2012

Pushing buttons in your customers’ brains

This workshop is designed to get you thinking about how customers may engage with your brand communications.

It examines why different individuals may respond to one type of message above another because of their dominant mindset – whether they are left or right-brain inclined.

Our argument is that an intellectual brand such as a business school can appeal to customers whether they are left or right-brain dominant.

Hopefully, this workshop will open your mind when looking at your existing communications and help you think about your brand, your audience and how to motivate your customers in new ways.

The Ned Herrmann* Whole Brain Model*Ned Herrmann is known for his research in creative thinking and whole-brain methods. He spent the last 20 years dedicating his life to applying brain dominance theory to teaching, learning, increasing self-understanding and enhancing creative thinking.

LogicalAnalyser

MathematicalTechnical

Problem Solver

ControlledConservative

PlannerOrganiser

CreativeSynthesiserArtisticHolisticConceptualiser

InterpersonalEmotionalMusicalSpiritualTalker

FACTS FUTURE

FORM FEELING

The Ned Herrmann Model

©Herrmann International

FACTS - logic

FORM - process

FUTURE - holistic

FEELINGS - Emotional/Kinaesthetic

We have found this model useful when trying to understand how and why individuals think and act.

Different brain types respond to different things

FORM Process left-brain

FACTS Logic

left-brain

FUTURE The bigger

picture right-brain

FEELINGS Emotions right-brain

Why is this useful?

Consider how people fit into organisations – big picture thinkers make great leaders, process-oriented people make great project managers. Logical people make great Vulcans...

Understanding how people engage with your brand communication because of the wiring in their brain can be equally powerful.

Guess who buys big squishy birthday cards with big cuddly teddy bears on them?

People who are feelings-dominant.

Having this is mind can be very useful when selling products.

Think about yourself.

What pushes your buttons?

What engages with you to make you buy?

We pitch to all brains

(Facts)

(People)

(Inbetween)

(Brave)

Clearly it’s not all black and white.

In real-life people don’t fit exactly into boxes as neatly as this. There are a lot of grey areas - as you’d expect with brains.

Broadly people fall into two categories – those of us who are intuitive and emotional and those of us who are logical and process-driven.

Examples of right-brain brand communications:

John Lewishttp://www.youtube.com/watch?v=pSLOnR1s74o

Guinness http://www.youtube.com/watch?v=Y9znA_dwjHw

Jet Ipod commercial http://www.youtube.com/watch?v=4CPab8U5zTU

Examples of left-brain brand communications:

Ipod-100 tunes in your pocket http://www.youtube.com/watch?v=9Kygo8XQJaQ

Ronsealhttp://www.youtube.com/watch?v=zR2Ox4HWaXM

Pantenehttp://www.youtube.com/watch?v=MoepnJrA_XA

Examples of mid-brain brand communications:

The Guardian

The Economist

2012 Kia Optima http://www.youtube.com/watch?v=ySrymOeWjM8

Mazda 626 (commercial, 1997) http://www.youtube.com/watch?v=lItcjMyjDRE

Business School brand communications

Arguably a business school is a left-brain decision.

• Rankings

• Research

• Reputation

But it is also a lifestyle decision.

People may use their own money.

They channel their ambition.

They choose to spend time away from their loved ones.

At times they are placing their aspirations and dreams into your hands...

How do you sell your business school?

Whether you are in admissions or marketing, you are both a buyer and a seller of your brand.

You are a buyer of brand positioning and creative thinking - either from an internal department or an external source such as an agency.

You are also a seller of your brand to prospective participants, talent development professionals, your peers, your colleagues...

Understanding what resonates with a buyer, creating POSITIVE ENGAGEMENT comes from getting into the heads of your customers.

Hopefully, this workshop will have opened your mind to different ways of engaging with brand communications and influencing your customers.

Thank youTo discuss your organisation’s requirements call 01932 584 920talktous@seriousideas.com www.seriousideas.com

Twitter: @ideaspeople Pinterest: seriousideas LinkedIn: www.linkedin.com/company/serious-marketing-communications-ltd Facebook: www.facebook.com/seriousmarketingcommunications

Amb 1901 presenter v8

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