Cracking Brand Value Code
description
Transcript of Cracking Brand Value Code
Brands and their Values
1. The reptilian level (basic instinct)
We have it when we are born
To motivate, Appeal to individual’s survival instinct
Consumer’s unspoken need( Unconscious need) come from This level
2.The limbic level(emotion and earlier experiences)
At this level, people’s act and react are based on Earliest experiences.
Our imprinted, learned patterns are created as a conditioned Response stemming from our earliest positive and
Negative experiences
The key point the response is very strong because
It is “learned” in the context of the emotion of the experience
“People are motivated at three levels”(these levels are very different from one culture to another)
“The logic of emotion”The connection between the limbic and the reptilian, how the emotions deal
With the urges, the instincts, the needs we have”
Every word has a Mental Highway which is called “ Code”, an unconscious code in the brain
Don’t disturb me
iPod Zombie
Don’t disturb others
• Research cracking culture code
Would you be my neighbor
Home of the homeless
Shut up and eat
Reunion
Being Ahead
Being Together
Ugly is back
My mom
My dad
Live food
Dead food
Keep other locked out
Keep you locked in
A toy
An Art
Dominance
Getting there
People buy a brand to consume the myth.
Brands Develop An Intimate and Credible relationship with Rebel Culture
• MTV — Rebel’s Voice/• Microsoft — Cutting • Starbucks — Yuppie Intellectuals• Marlboro — Lone Ranger/Cowboy • Chopra Center — Healing/Nurturing• Harley Davidson — Outlaw Bikers• Volkswagen — Bohemian Artists• Apple — Cyber Punks• Absolute — High Living• Nike —African American Urban
Heroes
•
Our drives
Biology
Economics/Demographics
Culture/Values
Behavior