The Power of

Brand Advocates Emotionomics

How to collect emotional intelligenceto improve your performance

Emotionomics how to collect emotional intelligence to

improve your performance?

Prof. Arnaud Pêtre – Université C. de LilleManaging Director - Brain Impact

- Why your advertising campaign was not as

effective as you hoped?

-Why 70% of new products launched failed to reach the

market?

Have you ever wondered…

“Every good marketer knows that …half the money spend on advertising is

wasted, he just doesn’t know which half”- John Wanamaker

We show prospects information based on : what WE think they think…

Or in the most optimal situation based on :what THEY say they think…

But most of the time prospect DON’T DO what they THINK or what we think they think !…

D Kahneman Nobel Price in economy 2002

Predictable irrationnality

85%of process leading to propsects’ decisionsis non-CONSCIOUS

There’s more to see

To unveil this new field

Understand how decisions are taken

Find out and optimize your com, Brand positioning, website, advertisments,emailing, …

You might be surprised…

Is this efficient ?

Or this ?

THE EFFICIENCY SECRET

1° DECISION NEEDS EMOTION (limbic brain) !

2° VISUAL ACTiVATiON SHOULD BE BALANCED - WHAT WAY (ventral stream) - WHERE WAY(dorsal stream)

3° RATIONNAL THINKING (&memory

recall) KILLS DECISION

FMRI to explore EMOTION

Let’s see if emotionomics!

i Unconscious Behavioral Response

BAD!

What can we do for YOU?

Training and coaching

Web Usability

TV / video/ Print copy testing

Branding Empowerment

MAXIMIZE !

RE- POSITIONING&

DEEP BRAND UNDERSTANDINGBranding Empowerment

Hugs

smoothness

baby

maternity

beauty

flirtseduction

Health

thinness

diet

holydays

feminity

effortsnowmountain

volcanIce cube

rose

glacier

sourcewater

transparency

environnement

nature

life

Neural Mapping – Strengh of linked concepts

+

A famous brand of waterConsciousness

0%

100%

Neural Mapping - Dimension 1

sourcewater

transparency

environnement

nature

life

+Core business

*illustration, for the whole results please contact us

snowmountain

volcanIce

glacier +

Neural Mapping - Dimension 2

MountainCore business

*illustration, for the whole results please contact us

+Core Business

Moutain

Hugs

smoothness

babymaternity

+

Neural Mapping - Dimension 3

Loving mum

Loving mum

MountainCore business

Core business

*illustration, for the whole results please contact us

+Core Business

Moutain’

beauty

flirtseduction

Health

thinnessdiet

holydays

feminity

+

Neural Mapping - Dimension 4

Mountain

Loving mum

Seduction Seduction…

flirtseduction

Healththinness

holydays

feminity

+

Glamour

Neural Mapping - New territory

Brain Impact in the Media

our 3 tesla IRMf

Prof. Arnaud PETRE

Managing Director Brain Impactwww.brainimpact.eu

Tel: +32 (0)496/ 78 15 41

Arnaudpetre

Thanks…

Talk to you soon!www.twitter.com/LBi_Belgiumwww.lbigroup.be