Develop Brand DNA in Genes Series: At The Back of My Mind

Why?

Because what I am going to give is the advantage of working the brain. And how you can utilize this to make an effective presence. This definitely should be utilized by CEOs who are afraid to begin. I would say, DON’T WORRY and just have FAITH…

Do you know how our brain makes decisions?

Our brain first receives information from our senses? (e.g., what we see, hear, or feel) about the situation we're in. Then, our brain evaluates this information based on our current goals, needs, and preferences. This evaluation helps our brain determine what options we have and what outcomes we can expect from each option.

Next, our brain integrates all of this information to weigh the pros and cons of each option. Once the brain has weighed the options, it makes a decision and sends signals to our muscles to act on that decision.

Finally, our brain receives feedback from the action we took, and it uses this feedback to update its evaluation and decision-making processes for future situations.

Imagine you are driving and see a billboard about “Breaking Bad." Now that we are so emotionally attached to the series , we would like to know more. So these advertisements have a definite Call-To- Action. That is how everyone can manipulate your decision making. These advertisements invoke emotions and fit a pattern in the mind.?

To what extent emotions are rational…

Incidental emotions can influence people's judgments and evaluations of neutral stimuli, such as consumer products, political candidates, or other stimuli encountered in daily life. People tend to misattribute their emotional state to the target object, leading them to overvalue or undervalue the object based on the emotions they are experiencing.?

The role of culture in shaping emotional experiences and expressions, as well as the potential for emotional intelligence training to improve emotional regulation and decision-making skills.

The role of various neurotransmitters, including dopamine and serotonin, in modulating emotional and cognitive processes.?

Emotions are not irrational but rather serve as important signals that can guide our decision-making in rational ways. Emotions can be seen as a form of data processing, providing us with information about the world around us and our own experiences.?

Emotions can help us make more efficient and effective decisions, particularly in situations where there is limited information or time for analysis.

As you are aware of how the brain makes decisions. We are constantly making unconscious, emotion-based decisions. According to study, 30-60 per cent of decisions we make, don't know why we made them. We did it emotionally and justified it with logic.

Hmm, Emotional Buying…

A person feeling very scared is going to have a spike in adrenaline.

A person who feels secure and comfortable will have dopamine and serotonin.?

When people are in a positive mood, they are more likely to make impulsive and emotional purchases. They may be more willing to spend money and less concerned about the consequences of their purchases. Positive moods can also lead to a greater focus on the benefits of a product rather than its costs.

In contrast, when people are in a negative mood, they may be more inclined to make emotional purchases as a way of regulating their emotions.

For example, you may buy comfort food or a luxury item to make yourself feel better. Negative moods can also lead to greater attention to product details and prices, as individuals may be looking for a distraction or a way to feel in control.

When people are in a neutral mood, their emotional buying behavior may be influenced by a variety of factors, such as social norms, cultural values, and individual personality traits.?

For example, some individuals may be more impulsive and likely to make emotional purchases regardless of their mood, while others may be more cautious and rational in their decision-making.

A brand needs to keep drawing attention because of the emotions associated with it.

When I was a kid, my father used to drop me off at school on his Scooter…

Well, this is the strategy called Nostalgia. Nostalgia can play a significant role in brand building and sales. Past Experience impacts future decision making. A positive experience will yield positive results.?

Nostalgia is a powerful emotion that can create a strong emotional connection between consumers and brands. Brands that are associated with positive memories from the past can evoke feelings of warmth, comfort, and familiarity, which can lead to increased brand loyalty and repeat purchases.

In a crowded marketplace, by tapping into consumers' memories and emotions, brands can differentiate themselves and create a sense of authenticity and credibility.

Bajaj Chetak was a popular scooter brand in India that was manufactured by Bajaj Auto from 1972 to 2006. In 2020, the brand was relaunched as an electric scooter, evoking a sense of nostalgia among Indian consumers who grew up with the iconic two-wheeler.

The relaunch campaign featured a series of ads that paid tribute to the brand's legacy and its iconic design. The ads highlighted the features and benefits of the new electric scooter while tapping into the emotional connection that Indians had with the original Bajaj Chetak.

The campaign was a huge success, generating a lot of buzz on social media and winning several awards for its creativity and effectiveness. By using nostalgia as a marketing tool, Bajaj Auto was able to create a unique brand identity and differentiate itself from its competitors in the electric scooter market.

Our brain wants to choose one option quicker than the other. As individuals, we are the actors in our stories. So when someone steps into our memory lane, it reminds us of previous times we made the same successful decisions.

When time is low, emotion drives choices…..so is with time is high, and choices are high

Research says that when the time allowed for a decision is short, automatic emotions are likely to drive choices. When the time allowed is high and exposure to choices is high, the desired outcome will again be selected.?

When the time allowed is high, exposure to choices is low, we are less likely to buy with emotions.

Very strong BRANDS and powerful POLITICAL leaders become habits for many….

Habits are largely insensitive to change.

Goals contribute to habit formation by increasing attention. Goals provide a means for cueing and strengthening habit formation. A brand can take actions that get a customer to repeat a behaviour that would create desired habits.

People tend to develop habits based on their experiences and the positive or negative associations they have with certain behaviours, products, or personalities. When a brand or a political leader consistently delivers positive experiences or messages that align with a person's values and beliefs, that person is more likely to develop the habit of using or supporting that brand or leader.

For example, a person who grew up drinking Coca-Cola may develop the habit of choosing Coke over other soft drinks because they associate it with positive memories and experiences. Similarly, a person who strongly identifies with the political ideology and message of a particular leader may develop the habit of voting for that leader or supporting their policies.

The power of habits is that they can be difficult to break, even if a person's circumstances or preferences change. Therefore, brands and political leaders that are able to establish strong habits among their audience are more likely to enjoy long-term success and loyalty.

This is what you can make use of. Wait for more such insights until next Sunday. Till then you have time to read “I Too Can Create”. Catch you in the next post..

#itoocancreate