Digital Branding Strategy (Part 2) - Why Branding is So Important
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Transcript of Digital Branding Strategy (Part 2) - Why Branding is So Important
Digital Branding Strategy (Part Two)
@saifulism
Why
#Branding is so
damn important?
Why#Branding is so damn important?
#logical vs #emotional
This so classical…
But we still deserve CocaCola… Even though it is made from the same recipe
#logical = need #emotional = want
#logical = need commodity
#logical = need
#emotional = want
commodity
differentiated commodity
“95% of purchase
decisions are made
#emotionally” Gerald Zaltman, Harvard Business School Professor
#brand …is soo
emotional
emotion is triggered by
stimuli
Our emotion is
being controlled
by our #brain’s
limbic system
#brand
#emotion is triggering
as the stimuli
as response from the #brain
#stimuli #response
based on information learned
by the #brain
#branding #brain based
#branding concept which laid
on brain principles
Let’s take another case
The definition of
‘beauty’
‘Long Neck Tribe’, Myanmar
Most beautiful woman is the women with the longest neck
Thick Madame Fashion
More fat will make her more adorable
But this is not the definition of ‘normal’
woman
‘beauty’
‘beautiful’ is…what
She looks like
These are also ‘beautiful’
Could you imagine how these famous brands
selling their stuff if beautiful were defined as
the way ‘Long Neck Tribes’ or ‘Thick Madam’
define the words
‘beauty’
Who define the word
‘beauty’ then?
“The aim of marketing
is to make selling
unnecessary”
Peter Drucker
Just ask the
‘marketers’
And just learn their ‘magic
tricks’ how they did it
Classical
Conditioning
Formula
By
Ivan Pavlov
#stimuli = bell sound + food #response = dogs salivate
based on information learned by the #brain
#stimuli = bell sound #response = dogs still salivate
repeated everyday
We can simply expecting
desired response by ‘manipulating’ the stimuli
…they modified ‘information’ learned by the #brain to shape customers mind and perception
Branding process is
identical with the
#brain learning process
they just simply connecting
Brand with customers
desirable memories
#brain makes
behavior
#brain learning process
from branding lessons
Two main reasons
behind this topic
Branding Process is identical to
Brain Learning Process
#1
Successful Branding Process
means Stronger emotional bonding
between customer and our brand
#2
From Brain Learning Process
STEP BY STEP BRANDING GUIDE LINE
Brain amazing facts Brain cells are called neurons
We are born with at least 100 billion
neurons
Dendrites (fibers) grow out of the
neurons when you listen to/write
about/talk about/ practice
something.
Brain amazing facts (2)
Neurons know how to grow
dendrites, just like a stomach
knows how to digest food
Branding activity =
attempt to grow new dendrites
Brain Lesson #1 New dendrites take TIME to grow; it takes a
lot of PRACTICE for them to grow
1. Always have a long term relationship for
growing your brands
Brain Lesson #2 We must do something active (explain, solve,
draw, write, etc.) in order to learn, because…
Stronger connection only built on active
customer involvement
Dendrites grow ONLY when we are
actively doing something
More neuro-transmitter
Thicker dendrites
Faster the signals travel
Fatty coating of myelin
Reduces interference
Means faster and more reliable signal
Brain Lesson #3 Dendrites cannot grow in a VOID
Initial information about our brand is very crucial for
further process
New dendrites can only grow off of what is already
there.
A completely brand new song
and new artist
A familiar song with other well-
known artist?
or
Brain Lesson #4 Mistakes, with feedback, are essential and
good, because…
Making mistakes, and getting feedback so you
can correct them, allows you to check the
accuracy of the connections in your brain
Get feedback quickly is important, so we
don’t practice the wrong thing and build a
strong, but wrong, connection!
Avoid strong but wrong connection by getting
feedback quickly
Brain Lesson #5 Emotions affect learning and
memory!
Anxiety floods us with adrenaline that make
“blanking out”
Just like our feeling if we stay beside
someone that we trust, it will calming us
Relax, exercise, laugh, or learn new things
will create endorphins that make us calms
Stronger connections were built
on…
sustain customer positive experiences
Meaningful engagement with more
customer active involvement and
honestly, it takes time
People may forget your name…
They won’t forget how was their feeling
about you
Keep Up the Positive Experience
with Customers
“Tell me and I’ll forget, Show me and I’ll
remember.
Involve me and I’ll understand.”
Confucius
Thank You
By @saifulism #BrandGenerosity
Continue to Part Three