The Buying Brain: Secrets for Selling to the Subconscious Mind

Chapter 12. The Buying Brain and Brands

At the end of this chapter, you'll know and be able to use the following:

• How brands can be measured precisely, accurately, and reliably across all of the seven critical dimensions of the Brand Essence Framework

• How that Framework can be applied to strengthen existing brands, significantly improve the success of brand extensions, and similarly enhance marketplace prospects for new brands

• How neurological testing provides previously unobtainable insights into and recommendations for core/critical brand elements including positioning and sponsorships

The Problem: Unknowable Feelings

At a recent marketing strategy meeting, one of our clients was reviewing his team's proposal for imagery for a brand relaunch. Spread out in front of him were four large mood boards with photos, images, logo concepts, and symbols. He is his company's Chief Marketing Officer, so a lot of people were in the room, anxiously awaiting his reaction. He viewed the mood boards for only a minute or two.

Then his fist pounded down on the table, punctuating his demand for answers.

"What does this have to do with my brand? How do you know this stuff has any relevance in the consumer's mind?" Each pound was accompanied by the scuffling of tabletop pens and phones—he was pounding that hard. The problem was no one had a really compelling answer to his questions.

For decades, brand managers and creative agencies have relied on a combination of their gut and consumer research to make multimillion ...