Insanely driven

July 17, 2014

RF Insanely Driven is an interactive experience from Reckitt and Benckiser that uses drama to engage candidates and reveal aspects of their character…

Candidates (players?) are asked to make 16 choices that are embedded in the narrative in a pretty cunning way. Each choice is then rated in terms of ambition, cool-headedness, fearlessness and directness. Players race against time and need to react fast in order to reach the end.

After adding a few details, players are presented with their individual profile as well as comparative data according to age, country, profession and Facebook friends.

Try it: http://insanelydriven.archive.lessrain.co.uk/


Book review: ‘Unconscious Branding’ by Douglas Van Praet

April 7, 2014

Branding-KromkrathogWhy do we buy stuff? Psychologists have known for a while that we’re at the mercy of two related facts. Firstly, as Van Praet suggests, that the seven generations or so humans have spent living in the industrial age, are dwarfed by the 84,000 generations living as hunter-gatherers. The implication is that from an evolutionary perspective we are still relying on ‘stone-age’ thinking.

Secondly, this means our brains have to process an enormous amount of information for which they were not designed. So whilst our senses take in about 11 million bits of information per second (that’s something like 34GB per day), we are only aware of 40 bits. What’s happened to the rest?

Most of the information that hits our senses is processed automatically at an unconscious level. It relies both on our primitive and often emotional brain, just as much as it does on any rational thinking. When it comes down to it, what drives our behaviour has a lot less to do with weighing up the pros and cons of a decision, and at a lot more with how we feel.

To cut a long story short, this book is about how to hit the marketing nail on both heads – the rational and emotional – rather than just the one. To understand that how we act often has little connection with how we say we will act, and that we tend to behave in a way that is consistent with a much older script: a script that we may not even be aware of. And critically this script is full of shortcuts and cognitive ‘rules of thumb’.

Lazy brain

The considerable research which underpins this book draws on contemporary neuroscience, and work by many experts, in particular doyens both of decision-making and persuasion. For example, as Daniel Kahneman (the only Psychologist to win the Nobel Prize), points out, compared to our unconscious systems, the cognitive, rational part of the brain, is just plain lazy. Thoughtful analysis of a situation is slow and tiring: it’s a lot easier to rely on past experience or quick fixes.

This means that if we think about brands, what’s happening is that our brains are heavily influenced by memory; and here’s the interesting bit, that those memories, which often involve imagery (think: Coke label), are processed in the prefrontal cortex, the same part of the brain that plans future behaviour. Another brain shortcut.

What’s in a name?

Van Praet, an acknowledged brand expert, takes what is known about unconscious processing and uses it to build a seven step persuasion model. Thus because we are animals that rely on recognising patterns – one of those brain energy saving tricks – a marketer needs to understand how to disrupt existing patterns in order to grab our attention.

Additionally, any interruptions must engage the right associations in order to spark constructive emotions. To get us to move, it’s necessary to retain elements of the familiar because we find comfort in it, or to make something new feel comfortable. So this is the second step: how to create customer comfort.

The remaining steps look at how to lead the imagination, shift feelings, satisfy the rational part of the brain (which, despite everything, needs to be satisfied!), and change the nature of the association between memory and mind, in order to generate actions that promote positive brand impressions.

To pull out the point about memory, this can be illustrated using product names. Marketeers need to spend time looking at all the associations linked to a name. The important thing is to find a name with no baggage, or unfortunate associations; or better still, to find a name that is already linked (in most people’s minds) to positive thoughts or feelings. Naturally having done this the name needs to be protected, for instance it can be easily damaged by the wrong sort of endorsements: celebrities not living up to the values of the brand!

In conclusion this book is jam packed with examples and ideas, and lifts the veil on how to engage ‘consumers’ at a human level, in order to shift attitudes and behaviour. Something we all need to do, in our various ways, every day.

Unconscious Branding: How Neuroscience can Empower (and Inspire) Marketing
Douglas Van Praet
Palgrave Macmillan; 2012; Pb £10.99.

Image courtesy of Kromkrathog/FreeDigitalPhotos.net


Should HR be part of marketing?

September 16, 2011

Talent Director, Head of People Strategy, People and Performance Tsar… Have you noticed that HR is moving in two distinct directions? There’s the bit that deals with wages, rations and fairness, and the other bit that wants to strut its stuff on a bigger stage: to be as sexy as marketing and as important as finance. To be taken seriously as a big hitter in the strategy stakes. And perhaps this is right because what distinguishes most organisations from each other is not necessarily what they do, but who is doing it. It’s also the case that awareness of ‘brand’ is becoming essential to organisations both big and small, especially since what a customer experiences as a brand is usually what gets delivered via its employees.

So where’s all this going? Perhaps talk of talent and brand is really pointing to the fact that HR should be part of marketing. After-all the strategic HR plan is the corner-stone of competitive differentiation, and ultimately the guardians of the brand are the marketeers.

Photo credit: Zirconicusso/freedigitalphotos.net


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