The Power of Brand Relationships

The presenter was Donna Sturgess of Buyology, and she discussed the importance of understanding how non-conscious thinking impacts relationships, and ultimately whether or not someone buys your product. These non-conscious things include influencers, such as memories and values, intuition, wants, desires, and reflexes.

Her company uses neuromarketing tools to dig into how these non-conscious influencers impact buying decisions. There are 10 key brand relationship drivers:

1. Symbols
2. Rituals
3. Sense of belonging
4. Sensory appeal
5. Evangelism
6. Storytelling
7. Power of the enemy
8. Mystery
9. A clear vision
10. Grandeur

They evaluated many different brands on these areas, and looked at how they differed in how they connected with people on a non-conscious basis. For example, people tended to like Apple because of sensory appeal, symbols, and storytelling.

She then dug into a case study about Mattel’s new campaign for Barbie and Ken, utilizing memories and nostalgia among those who might be buying the toys for their kids or grandkids. At the same time, they’re bringing to life the story of Babie and Ken for a new generation. They’re running across many different channels – Facebook and Twitter, out of home, and PR placements.

Buyology has also developed a way to measure the type and strength of a brand’s relationship with its consumers with 4 Neurotypes of non-conscious relationships – Awe, Exploration, Superiority, and Harmony.  These insights should be used by brands to look at the impact of its marketing and utilize them to strengthen their relationships with customers.

BONUS: Donna was giving away copies of her book after the presentation.  I was able to secure a couple extra copies for readers of this blog!  I’ll select 2 names from anyone who comments below and send you a copy of Donna’s book – Eyeballs Out: How To Step Into Another World, Discover New Ideas, and Make Your Business Thrive – upon my return from SXSW.