BrandOpus at Cannes Lions 2015: Nailing jelly to a tree & other wild goose chases
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Dr. Itiel Dror Cognitive Neuroscientist University College London Nir Wegrzyn CEO BrandOpus #NailingJelly
Transcript of BrandOpus at Cannes Lions 2015: Nailing jelly to a tree & other wild goose chases
Dr. Itiel DrorCognitive NeuroscientistUniversity College London
Nir WegrzynCEOBrandOpus
#NailingJelly
The vast majority of decisions made in the supermarket are not rational.
#NailingJelly
But in reality, we still assume rationality.
And even when we do acceptthat decisions are not rational,
we don’t know what to do with it.
Even forensic science is open to subjectivity and bias.
Human decisions are always subject to non-rational context and other influences.
#NailingJelly
Brands fail because we drive literal, explicit
messages through our creativity,
restricting its effectiveness
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It’s not enough to be presented.It’s not enough to be seen.It needs to be remembered.
It needs to get the message into the
brain and make it stick.
#NailingJelly
Make messagesinto memories
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#1Encode in
the appropriate parts of the brain
#2
Tell a relevant story,
and tell it well
#3
Cognitive neuroscience teaches us to stick, we must
We know that the mind does not perceive and encode most of the information that is available.
In fact, we only take on board a small part of the world
around us.. If we take it in at all.
#NailingJelly
Things are defined not by their sameness,
but by their QUIRKS, their UNIQUENESS,
by their VISUAL DISTINCTIVENESS
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Focus on rational messagingis a
Consumer shopping behaviour is affected
more by emotion than rationality..
Even if theydon’t know it.
#NailingJelly
#NailingJelly
We must care more about the
consumerNot what they
‘think they think’
The brand frames how consumers feel about the brand and products
#NailingJelly
Having a story matters.
Having an emotionally engaging story matters more.
#NailingJelly
#1Your identity itself must be distinctive & quirky
not just attention grabbing
#2Wrap the brand in a story
don’t depend on the rational brain to encode the message
#3The story must create a meaning
emotion and context drive behaviour and generate action, not facts
Thank you.
Calling marketers, we’d love to present the full talk to you.
If you’d like us to do a lunch and learn at your offices
please email us at [email protected]
