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1-Page Summary of Unconscious Branding


Maybe you’re already a successful entrepreneur. You’re always first with new ideas, and you’ve created something truly great. But now it’s time to market that product or service. What do you do?

Marketing is not as simple as you think. With so many products and ideas, it’s hard to stand out in the crowd. These key points help you understand how the brain works and will give your marketing skills a boost. Follow these steps based on a deep understanding of how the brain works to build successful brands in today’s highly competitive marketplace.

In this passage, you will learn how your choice of mustard reflects your desire for social status; why a “cute” Darth Vader can attract more attention than an “evil” one; and how gum can be marketed as a healthy product.

Big Idea #1: Remember that your prospect is a human, too. How can group mentality help you as a marketer?

Have you ever been confused by the variety of choices on a supermarket shelf? How did you come to a decision? You might think that it was because of the most attractive label, but actually, you were using heuristics.

We use heuristics, or simplified methodologies for finding a sufficient solution when the perfect solution is either impossible or impractical. One of these methodologies is social proof. This means that if you’re in doubt about what to do, check other people and then follow their lead.

There are many ways to use heuristics. One way is to buy the brand of a market leader. Another example is that people believe expensive products are better than cheap ones, which reflects our readiness to believe that the more expensive something is, the better it will be.

But that’s not the only thing that influences people when they make decisions. Therefore, marketers shouldn’t rely on heuristics alone to construct a campaign.

In fact, there is another way of influencing consumers’ behavior—the power of emotion.

There are certain evolutionary traits that can influence people, especially marketers. One is the need for safety in a group or society.

Think of how our ancestors lived. If a person was banished from the tribe, it would have been like a death sentence because they wouldn’t be able to survive on their own. Predators and finding enough food were major concerns in those days. In today’s world, we don’t worry about sabertooth tigers when walking home alone at night, but people still want to be around others who share similar interests and values as them so that they can feel safe or find comfort with others who are like them.

Imagine a group of Harley Davidson motorcycle owners, all dressed in leather outfits. They are riding their motorcycles together as part of a group on Sundays. This is an example of the power of group mentality.

A good campaign should be able to capture the human element of your consumers. It’s important to remember that humans have brains which control their thoughts and actions, so let’s learn more about how those brains work!

Big Idea #2: Harnessing the brain’s physical, emotional and rational parts is key to an effective campaign.

The brain is made up of three parts: the physical, emotional and rational. This can help marketers better understand their customers and motivate them to make a purchase.

The brain has three parts. They are the reptilian, paleomammalian and neomammalian brains. The first deals with our unconscious needs for food, water and sex.

The second deals with emotions like love, fear and anger.

Unconscious Branding Book Summary, by Douglas Van Praet