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