Brand Brains

I am currently reading habit by Neale Martin. In the past couple of years there have been increasing studies on brain science and the relationship between consumer buying and our mind, and we will be reading more and more about this subject over the next several years. As research findings become relevant to brand development, it is important that brand champions are dialed in.

Martin says that 95 percent of human behavior is controlled by our unconscious mind, and that we marketers focus too much of our attention on the 5 percent of the conscious mind, which he calls the executive mind. Martin further concludes that the executive mind can only focus on one thing at a time, so it is even more difficult for our consumers and clients to wade through all the clutter. So, we need to be very different from  our competitors and provide an exceptional emotional experience. Otherwise, it is too easy for people to rely on habit.

Or as Martin says, " To successfully cut through the noise, don't be the noise. Understand the emotional component of the brand to your customers, to attract their attention. Keep that emotional connection updated, to prevent your brand from becoming a stuffed owl." Bingo!

What do you think?