Roger Dooley Live Session: "Your Brain on Brands"
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Transcript of Roger Dooley Live Session: "Your Brain on Brands"
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Your Brain on Brands
BrandSquareFebruary 16, 2012
Roger Dooley Dooley Direct, LLC
NeuroscienceMarketing.comBrainfluence.com
[email protected]@rogerdooley
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MostMarketing
Fails.
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“Half my advertising is wasted…”
“…if only I knew which half!”
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95% of New Products
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95% of New Products
(Acupoll)
@rogerdooley
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98% of Direct Mail
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98% of Direct Mail
(DMA)@rogerdooley
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@98%
of Emails
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@98%
of Emails
(DMA)@rogerdooley
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20% of Ad Campaigns
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20% of Ad Campaigns
@rogerdooley
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20% of Ad Campaigns
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20% of Ad Campaigns
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Wanamaker guessedTOO LOW!
@rogerdooley
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MostMarketing
Fails.Why?
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@rogerdooley #Brainfluence
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Iceberg: 88% Hidden
(Lakoff & Johnson)
Mind: 95% Subconscious@rogerdooley
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Neuromarketing
@rogerdooley
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Neuroscience• EEG• fMRI•MEG• Biometrics
BehavioralScience• Behavior Studies• Eye Tracking• Facial Coding
@rogerdooley
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Brands Beat Senses
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fMRI: Blind Tasting
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fMRI: with Branding
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fMRI: Branding Switched
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Brand associations trump our senses!
@rogerdooley#Brainfluence
#19#86
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SocialIdentityTheory
Henri Tajfel
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Us vs. Them
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Create a tribe. Find an enemy. Customers will
join in.
@rogerdooley#Brainfluence
#19#22
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How do you protect your brand when you
screw up?
@rogerdooley#Brainfluence
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Rude Interruption Justifies Bad
Behavior
@rogerdooley#Brainfluence Source: Ariely
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@rogerdooley#Brainfluence
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Protect your brand! Apologies really DO work.
Apologize!
@rogerdooley#Brainfluence
#86
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What if customers aren’t paying attention?
@rogerdooley#Brainfluence
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Brand Lift
High Attention No AttentionLow Attention
7.3 %
1.3 %2.7 %
Ipsos@rogerdooley#Brainfluence
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Skipped Ads Lift Brands
du Plessis
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5 Unconscious Impressions > 1
Zajonc@rogerdooley#Brainfluence
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“No attention” doesn’t mean “No results!”
@rogerdooley#Brainfluence
#20
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Simple Fonts Convince
@rogerdooley#Brainfluence
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Use simple fonts to minimize perceived effort.
@rogerdooley#Brainfluence
#26
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Your Brain on Brands
BrandSquareFebruary 16, 2012
Roger Dooley Dooley Direct, LLC
NeuroscienceMarketing.comBrainfluence.com
[email protected]@rogerdooley