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The Power of Brand Relationships
March , 2011
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Three Steps Ahead
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Non-Conscious Decisions
15% ConsciousInteractions are everything that a company does and says in an attempt to influence current and prospective consumers
85% Non-ConsciousRelationships form the context the consumer has with the brand and the filter they use to process and interpret interactions and choices
How We Choose
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Non-Conscious Processes
Awe Exploration
Harmony
Reflexes
Memories& Values
EmotionalWants & Desires
Intuition
…. and Relationships
Powerful Relationships
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The faith of Christianity
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The Reward Center (Nucleus Accumbens)
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12 Stronger Brands 12 Weaker Brands
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BRANDscan 0248343
//
BRANDscan 038471
Strong relationshipsStrong Brands
Christianity
Weakrelationships
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Brand Relationship Drivers™
A Clear Vision
Storytelling
Sensory Appeal
Symbols
Rituals
Evangelism
Enemy
Sense of belonging
Grandeur
Mystery
Barbie & Ken’s Relationship
© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc.
15Evangelism by will.i.am at Intel
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16Brand Grandeur
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17American “Digital” Idol
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Brand Relationship™ Drivers Tracking ResearchConscious Measure
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Brand Relationship ™ Drivers Tracking ResearchNon-Conscious
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Brand Relationship Drivers™Key Drivers of Favorability
Apple Google
1. sensory 1. belonging
2. symbols 2. sensory
3. storytelling 3. symbols
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Key Questions
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Most Desired Brands
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Top 10 Most Desired Brands
Top 10 for Men#1 Crest#2 BMW#3 National Geographic#4 Panasonic#5 Hyundai#6 Kleenex#7 Coca-Cola#8 Microsoft#9 Tide#10 Lexus
Top 10 for Women #1 Johnson & Johnson#2 Sony#3 Kleenex#4 National Geographic#5 MasterCard#6 Google#7 Amazon#8 Visa#9 General Electric#10 Toshiba
© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc.
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Measuring Brand Signal Strength
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Money
≈$8 Million
Time
> 6 Years
Consumer Data
> 2500 Respondents
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Neurotypes™
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27Shower of Media-fetti
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Three Steps Ahead
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