The Psychology of Better Brand-Building
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Transcript of The Psychology of Better Brand-Building
So basically, even if you’re lucky enough to have your audience actually share with you why they do the things they do…
“I prefer brand X because...”
…unfortunately, it’s dangerous to trustthat data when using it to make decisions about building your brand.
Reasons not to trust information
EgoSocial ConformityProfessional TrainingDesire to Please
“Very Stylish” Got it!
the reason not to trust what they say is because what they mean is open to interpretation.
That’s where an understanding of
behavioral psychology combined with
progressive brand-building tools
can make all the difference for a company.
PSYCHO-SENSORY BRAND-BUILDING
Psychology-based tools & techniques + sensory branding methods
Click HERE to view the first in the series:
Psycho-Sensory Principles of Brand-Building
Frank Schab is CEO of Six Degrees—a unique brand-building
agency that combines psychology-based tools and techniques
with sensory branding methods to achieve better results for
companies. Prior to co-founding Six Degrees in 1999 along with
its signature approach to brand-building called “psycho-sensory,”
Frank held positions at General Motors and Pfizer, served as a
Managing Partner at Interbrand New York, and a VP of Global
Brand Research at Opinion Research Corporation. His distinctive
brand-building work in various sectors including hospitality,
medical device, pharmaceutical, automotive and technology has
taken him to 17 countries on four continents. Frank holds a
doctorate in psychology from Yale University.
PSYCHO-SENSORY BRAND-BUILDING
Psychology-based tools & techniques + sensory branding methods
Learn more at: www.six-degrees.com