When buying a product, it’s the emotion we connect with it that make the difference. We don’t buy a drill because of the drill, we buy the concept behind it: Creating something important or building a home for our loved ones so that they, in return, love and admire us.
Emotional branding is all about subconscious emotions we feel with a product. There are so many wonderful products but even a great USP needs to create emotion to help it stand out.
Emotions make brands meaningful!
Classic market research versus …
If a company wants to invest in market research, we have a clear recommendation. Compared to classic market research, the testing methods in NeuroMarketing have a 60% higher prediction of probability. Research based on NeuroMarketing measures the active areas in the brain. Without external influences and without thinking. If an advertising message activates the reward system in the brain, there’s every reason to believe the campaign will work.
Qualitative statements on the product can be defined in classic one-on-ones: ”What do you like to snack?”, “How do you like this juice?”. We don’t recommend focus groups as the group dynamics can distort the result.
NeuroMarketing across all media
We’re an advertising agency who offers emotional branding based on the emotion- and value-systems of consumers. From strategy and creative development to production, both international and national. Above and below the line, analogue and digital, classic advertising, web design & online brand management, instore, direct marketing, CI development and packaging.
How do we manage to get our product sold?
Put your Money where your Mouth is
Humans have hardly changed genetically over the past 30.000 years. Socialisation versus evolutionary goals is a subject that goes far beyond advertising.
We decide whether something is relevant and good for us according to one criteria:
If it helps to reach evolutionary goals in a modern world, then it is relevant. It’s often very simple … a teenager is on the search for anything new and exciting. A stressed manager is under time-pressure so make it short and snappy. A young mother needs security. It’s not rocket science, it just asks for a bit of common sense and has a lot to do with the fact that we understand our target group.
Show what you have….and be quick about it.
Within 1/5th of a second our consumers knows instinctively if they fancies our offer. So surprise them! With emotional messages and inspiring visuals.
Added value and recognition in communication
Consumption and Value
Our value system not only influences which people surround us or which means of transport we prefer, it also determines our entire consumer habits. We buy brands that comply with our own value system.
Brands with a brand soul and „valuable” values touch us because we can sense the authenticity behind it. We long for honesty, transparency and authentic communication that goes straight to the heart.
Which type of consumer are you? Did you know that you suffer from distorted perception? So does everybody else. Would you like hear more? Then contact us.
Who’s the Boss? Autopilot vs. Pilot.
I want it, that’s why I need it.
We make 70-80% of our decisions with our emotions using the system in the brain that neuroscientists call the autopilot.
Our rational is called the pilot and is often switched on when we need to rationally justify our emotional decisions. If I want a brand, I will find 1,000 reasons why I need it. No matter whether for smart phones or vacuum cleaners, we see our task in detecting the emotional detail that is relevant for the target group.
The more senses we touch with consumer advertising, the higher the chance of creating a purchase impulse.
Do we fit together?
Not only people have value systems, companies do too!
Take a look at what motivates us. We can’t wait to meet you!
What kind of consumer are you?
Our forefathers were Scaredy Cats.
Otherwise we wouldn’t have survived. If we find ourselves in a dangerous situation we decide on the spot (autopilot): Fight or Flight. Flight very often wins over fight.
What has that got to do with advertising?
Making decisions is a highly complex procedure for the human brain. So to make things easy, we turn on our autopilot. Because we are afraid of buying the wrong thing, we revert to learned behaviour – I buy this jam because I have always bought it. Why risk buying the wrong product? This status quo bias is only one of many perceptual distortions. But that’s the reason why it is so difficult to overcome the trail barrier amongst loyal customers.
Is anything missing, dear?
The other day in the kitchen
Has your intuition ever failed you? Probably not very often. Then why not use it when testing a campaign? If you want to know if it is easily understood and makes an impact, ask easy questions: “How do you like this?”, “Do you find it appealing?” “Is there any missing?” Just as you would ask in the kitchen “Is there anything missing in the gravy, dear?” Don’t think too much, it’s the spontaneous impact that counts. Neuroscientific research methods are the professional intuitive tests and they can predict up to 60% better if a communication message will set a purchase impulse or not.
The limbic system in our brain is responsible for the emotional evaluation of brands. The more positive emotions a product triggers, the stronger the purchase impulse.
Why implicit statements set purchase impulses
Watch out: Woman buying body lotion!
The inner map is the individual inner value system that every person carries within. If a product helps improve the status quo on the basis of a value system, this will awaken deep emotions that can persuade people to buy a product.
Goals are implicit. It’s all about the big idea behind it. So when a woman buys body lotion it’s not just about moisturising her skin. It is about her wanting to be desirable … with everything the future can bring… These are the evolutionary anchored concepts of our lives.
Implicit messages help us address emotions that move people.
Finished at last …
… the 360° campaign
Great! Everything is ready. All in the same look, tone and feel. No matter which medium, we have the same story, key visual and headline. That’s how a 360° campaign should work. Really? Don’t think so.
Admittedly, it’s better than nothing and much more effective than just a collection of the most creative ideas developed by different specialised agencies.
We think of a 360° campaign more as an orchestra. If every instrument plays the same main melody, it could turn out to be quite a monotonous concert. Boring and dull for the audience.
Then again, if each musician plays his own melody it would turn into chaos.
In order to create an illustrious, powerful 360° campaign, each instrument should play its own notes, its own theme and bring it together to create the same, great symphony. It may sound incredibly complex but the result is one clear voice. Exciting and unforgettable. We call this harmonious interaction. But this orchestra needs a conductor. And this is exactly what we offer. We understand our role as a lead agency which brings the specialised suppliers into the orchestra. We see each medium with its role within the marketing mix and try to create as much harmony between all touchpoints. That is the most exciting part of a 360° campaign and creates awareness.