Rethinking How to Appeal to Consumers Using Cognitive Science

With new information to draw on from the cognitive sciences, marketers have discovered that many old branding methods are actually ineffective. For instance, scare tactics, like those often used in anti-smoking or substance misuse campaigns, can trigger the behavior they’re designed to prevent.

Despite the hype around increasing market competitivity, consumer attention span is not getting shorter. In fact, subconsciously they are as long as ever before. Additionally, marketers that can re-imagine their brands around the stories that consumers want to tell can create lasting bonds with them.  

Savvy marketers are now turning to the cognitive sciences to understand exactly how the brain works and leveraging that knowledge to forge conscious and subconscious connections with consumers. This cutting-edge approach enables marketers to engage consumers more viscerally. The result: the creation of truly iconic brands. 

Now, success in branding means aligning the brands to consumers’ innate instincts — those formed from the hidden biases and beliefs assimilated by the brain over a lifetime of experiences and aspirations. And when that alone is not enough, recoding consumers’ brains and laying down new wiring to enable them to accept your brand comes down to finding ways to trigger the deliberative processes within the brain.  

Sandeep Dayal is a seasoned marketing and strategy leader. Joining Adam, he shares what's out and what's in when it comes to branding. 

 Discover:

• What’s wrong with the old way of branding 
• How cognitive brands are different from traditional brands 
• How brands can use resolve to drive purchases 
• How brands that are experiential and sensory drive repeat buying 
• And so much more!

Consumers are changing and your branding has to change with them.