Amb 1901 presenter v8
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Transcript of Amb 1901 presenter v8
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
the ideas people
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Left-brain, right-brain brand communicationsCreating whole brain business school brandsAMBA Marketing Admissions ForumApril 2012
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Pushing buttons in your customers’ brains
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
This workshop is designed to get you thinking about how customers may engage with your brand communications.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
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.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Our argument is that an intellectual brand such as a business school can appeal to customers whether they are left or right-brain dominant.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
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
Admin
CreativeSynthesiserArtisticHolisticConceptualiser
InterpersonalEmotionalMusicalSpiritualTalker
FACTS FUTURE
FORM FEELING
S
The Ned Herrmann Model
©Herrmann International
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
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.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Different brain types respond to different things
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
FORM Process left-brain
FACTS Logic
left-brain
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
FUTURE The bigger
picture right-brain
FEELINGS Emotions right-brain
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Why is this useful?
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Consider how people fit into organisations – big picture thinkers make great leaders, process-oriented people make great project managers. Logical people make great Vulcans...
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Understanding how people engage with your brand communication because of the wiring in their brain can be equally powerful.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Guess who buys big squishy birthday cards with big cuddly teddy bears on them?
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
People who are feelings-dominant.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Having this is mind can be very useful when selling products.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Think about yourself.
What pushes your buttons?
What engages with you to make you buy?
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
We pitch to all brains
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Left
(Facts)
Right
(People)
Mid
(Inbetween)
Right
(Brave)
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Clearly it’s not all black and white.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
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.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Broadly people fall into two categories – those of us who are intuitive and emotional and those of us who are logical and process-driven.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
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
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
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
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
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
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Business School brand communications
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Arguably a business school is a left-brain decision.
• Rankings
• Research
• Reputation
But it is also a lifestyle decision.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
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...
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
How do you sell your business school?
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Whether you are in admissions or marketing, you are both a buyer and a seller of your brand.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
You are a buyer of brand positioning and creative thinking - either from an internal department or an external source such as an agency.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
You are also a seller of your brand to prospective participants, talent development professionals, your peers, your colleagues...
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Understanding what resonates with a buyer, creating POSITIVE ENGAGEMENT comes from getting into the heads of your customers.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Hopefully, this workshop will have opened your mind to different ways of engaging with brand communications and influencing your customers.
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
©2012 Serious Marketing Communications Ltd. www.seriousideas.com
Thank youTo discuss your organisation’s requirements call 01932 584 [email protected] www.seriousideas.com
Twitter: @ideaspeople Pinterest: seriousideas LinkedIn: www.linkedin.com/company/serious-marketing-communications-ltd Facebook: www.facebook.com/seriousmarketingcommunications