Using Brain Science to Design Epic Brands
Why some brands succeed so amazingly well, and others are a dismal failure has been a mystery that has fascinated managers. However, now, with advances in brain science, a field that includes psychology, behavioural economics, social anthropology and cognitive neuroscience, we know a lot more about how consumers think about brands and how their minds work. Mr. Dayal uses the power of these consilient techniques to peer into the soul of the brand.
When you pause to think about it, you can see that a brand is only as good as what peoples’ brains make of it. A brand is like a key to a door hidden deep inside our minds. Behind this door lie thoughts, feelings, memories, and fantasies; when unlocked by a brand, they pour out as sensations of the past experiences or harboured fantasies. It is these emotions that draw us inexorably to a brand. His research reveals the secrets that enable winning brands to open up these hidden domains in our minds through powerful psychological triggers. He calls the brands that know how to properly engage the brain to forge bonds with consumers, “cognitive brands.”
Mr. Dayal will take us on a rollicking ride through real-life examples and stories of brands as timeless as De Beers, MasterCard, Allstate and Guinness to modern day rockets like Madison-Reed, Allbirds and Warby Parker to illustrate his new brand building frameworks in a practical and easy-to-understand manner.