Apr 12, 2019
Branding is one of my all time favorite topics. If you are new
to the show (in which case, welcome) you may not know that I have
an extensive background in this area. I obtained my undergraduate
degree in marketing before working at an advertising agency, then
started a credit union marketing consultancy and then ran a
marketing department at a financial institution for 6 years.
While there, I led a brand refresh that nearly tripled awareness
in less than two years. This background in branding and marketing
has led to the way I implement behavioral economics for my clients
and here on the podcast. Recently, I have received a lot of
questions about branding – what matters, what is included, and how
behavioral economics ties into that…and that’s what we’ll dig into
- [04:55] A brand is “a type of product made by a particular
company under a particular name” or the way ranchers mark their
- [05:31] You put your stamp on something to show it is yours
(and many people wear those same brands with pride to show they are
part of the herd).
- [05:52] People pay more for brand name items and they even get
more value out of them because of expectations and
- [06:56] Marketing and branding are not the same thing.
Marketing is all the one-off stuff you do to get your name out
there – radio ads, website work, flyers, brochures, and
sponsorships. Marketing is reactive. It isn't building something
- [07:49] When you create a brand, you have a strategic center
everything can relate back to – a touchstone for your company. Any
opportunity or new request can be brought back to this foundation
to see if it is in alignment.
- [08:53] Marketing research has long struggled to be considered
true research in the same way the sciences are.
- [09:07] A brainy brand knows what it is trying to achieve and
builds quantitative and qualitative research projects to test,
learn and grow.
- [11:19] Examples from Jonah Berger's amazing book Contagious.
Such as people wanting Mars bars after hearing about the Mars Rover
and being more likely to choose Sprite after writing with a green
- [13:13] The concept of priming was used when shoppers were
shown pictures of dogs that helped prime them to choose Puma
- [13:23] Think about the messaging that's coming right before
your advertisement. It's important to think about the context of
your ads. Priming is really relevant. Make sure that you are
associating your brand properly with the right things.
- [15:47] When creating the brainy brand it was important to me
to choose things that were fun but intelligent to draw people in.
It's my responsibility to make sure that the messaging is
- [16:27] It's important to be strategic and thoughtful about
what it is that you are doing for your company.
- [17:35] There is cookie dough next to the milk, because simple
associations win the day. The product is placed where it is more
likely to trigger the buyer’s brain.
- [19:01] Availability is the weight our brains place on one
thing based on how easy the item comes to mind.
- [20:02] A brainy brand knows that everything matters. This is
why I truly believe behavioral economics is the future of marketing
- [20:18] When you understand how the brain works and all the
bazaar ways it makes decisions, it unlocks a powerful space where
you can see what a certain word choice or ad placement could do
that another would not.
- [21:12] Brands have personalities just like people…and for good
reason. Known personalities create expectation in our brains.
- [22:18] When you expect someone to act one way and they act
completely differently…like their personality has been surgically
replaced with that of their opposite…it is unnerving.
- [22:52] There is always another competitor, a new medium to
look into, a new product entering the market.
- [23:36] A truly brainy brand, one that is laying the foundation
of their messaging and who knows who they are and how they would
respond…who has a brand personality so well known that it is like a
real person…they can react properly to change – and create some of
- [25:32] Method acting is a lot like business branding because
they both require a lot of preparation and understanding of things
that may never be brought up.
- [26:39] The best brands – brainy brands – know everything about
who their brand is as if it were a person.
- [27:17] When brands have great personalities, it ties into the
associations people have about them.
- [28:54] Brainy brands need to have everyone on board, rowing
the boat in the right direction.
- [30:03] Behavioral economics and other studies of the brain
look into why people do the things they do, and how to use that
insight to predict what they might do in the future. I'm so excited
to be a part of it.
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