World’s First Four Step Framework for NeuroBranding? NeuroBranding? REAP^? Reflect }- Effect }- Affect }- Perfect?

Brand

According to American Marketing Association, a brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

Branding

The official blog of the London College of Contemporary Arts provides the insight that “Branding in its earliest form, dates all the way back to around 2000 BC and was purely used to depict ownership”.1

‘Neuro’

The term ‘neuro’ often used as a prefix such as ‘Neurosurgeon’. It has its root from the billions of nerve cells called ‘neurons’. Every person’s body contains billions of nerve cells (neurons). There are about 100 billion in the brain and 13.5 million in the spinal cord. The body’s neurons take up and send out electric and chemical signals (electrochemical energy) to other neurons.2

What is NeuroBranding??3

NeuroBranding? can be defined as a multimodal approach to the branding of personal and professional stature of an individual, organizations' products and services where the domains such as neurolinguistics, consumer neuroscience, psychographics, affective visual elements, persuading UXD, perfect pricing, and machine learning enabled programming work in unison to optimize the monetization on chosen market segments (reputation and professional credibility in personal & social circles in case of Personal, and Professional NeuroBranding?) and to perpetually increase the value of the brand that can be of personal, professional, institutional and corporate portfolio.3

What are NeuroBranding? Solutions?3

NeuroBranding? Solutions, simply expressed, include Concept, Creatives, Content, Code (ML code), Captivating product / service design, pricing strategy, and Consumer Psychology all covered under one roof to discover the market potential for clients' brands; devising strategies to expand the market presence, widening monetization opportunities, and making brands epitomize value addition to human lives. 3

Why NeuroBranding??4

NeuroBranding? besides being the pinnacle of branding, is the failproof and future-proof system to the Game of Monetization and Brand Value. The following attributions throw light on this preposition of NeuroBranding? ?

·??????? Marketing gets you know the game

·??????? Branding gets you known in the game

·??????? Digital Marketing gets you play the game well

·??????? Digital Branding gets you closer to the players in the game

·??????? Neuromarketing gets you know the mind of the players in the game

·??????? NeuroBranding? starts where all the above stop

·??????? NeuroBranding? gets your brand in the mind of the players in the game

NeuroBranding? gets your brand of products / services a mind-blowing win in the game of monetization and superior brand value, holistically.

NeuroBranding? REAP^? Reflect }- Effect }- Affect }- Perfect? is the World’s first four step Framework for NeuroBranding?. The following sections in this article succinctly explain the different components in this novel framework assuring definite success when entrusting this process to a certified and experienced NeuroBranding? consultant.? ???

NeuroBranding? REAP^?

Reflect }- Effect }- Affect }- Perfect? Framework

Let us decode each of the framework components

Reflect

‘Reflect’ component of the REAP framework emphasizes introspection on what your offerings are, where your target market is, where your prospective clients are, psychographics of your prospective clients, and the type of market competition you are in such as monopoly market competition / perfect market competition, etc. ‘Reflect’ also mandates you to become acquainted with, and explore different customer personas as derivatively arrived at, from psychographics. Your Brand Strategy must be developed in tune with psychographics and customer personas. ‘Reflect’ precedes the other three components in this framework as this facilitates to chisel your Brand Perception before handedly. A company / service provider attempting and succeeding at reversing its negative brand perception is still an unfathomed area. Why take such herculean efforts at a later stage to undo many brand-counterproductive decisions? ‘Reflect’ with both your Intuition and ?Intellect at full throttle.

‘Reflect’ component in this framework also has brand campaign, brand spend, brand identity, and brand recognition in its prevalence. Before embarking on a brand campaign with colossal brand spend, specifically to establish brand identity; it is a good idea to commission some crucial neuroscience-inspired experiments such as EEG, ECG, GSR and Eye-tracking; on a representative population of your target market. In order for orchestrating the entire Brand Strategy well, deploying Machine Learning Models by opting for feature engineering from psychographic data points will help in extracting the right insights on the? brand affinity of one’s own products / services and that of the rivals.?

Depending on what position your brand (with one unique offering in the market) or a? particular product / service enjoy in the ‘Product Adoption Curve’, the following keywords and their ensuing relevance respectively, is given importance in the ‘Reflect’ component. Those keywords are:

Research, Reach, Reverse, Revamp, Repeat, Reiterate, Resonate and Reinvent

Effect

The second component in the framework is Effect. The phrase ‘effect’ signifies a change that usually is an outcome or consequence of a pursuit. An Effect could take place because of several contributing factors. The Effect component in this framework leads a company / services provider or a Certified NeuroBranding? Consultant to singularly spell out the change, a particular product or service is expected to bring forth with the buyers / users.

Effect component also facilitates the stakeholders to contemplate on what their respective brand be known for, the kind of outcomes a buyer or user will associate with, paving way to? brand loyalty. The Effect a company wants to have on its target market is amplified right from the selection of its Brand Ambassador, Brand Archetype(s), Brand Architecture, Brand Assets and Brand Personality.

For example, Red Bull GmbH wants to have a monolithic effect on its target market and personally exhilarating effect on those who drink Red Bull energy drink products. The Effect the company wants to have on the target audience is well propagated through their tagline ‘Vitalizes Body and Mind?’ ?Red Bull's? Brand Architecture encompassing Cliff Diving, Grand Prix, Dance Events, etc., synergistically put a spotlight on the ‘Effect’ Red Bull GmbH wants to establish.

Affect

The third component in the framework is Affect. The phrase ‘Affect’ in this context of the framework implies exerting influence on, emotional appeal, persuade with great propensity, and kindle with the right know-how. The ‘Affect’ component in the framework is something that has relevance only when associated with Human beings and or other species. If Pedigree misses abysmally the aroma Dogs get enticed with, it will considerably lose its revenue. Thus, the smell of Pedigree affects dogs and turn them on. In simple words, ?ideating on ways to trigger olfactory and gustatory sensory units paves the way for more sales of Pedigree. One way an SUV manufacturing company can better distinguish its new product lines and rope in more sales is to appeal to the visual, auditory, tactile, proprioception, vestibular[5], and kinaesthetic sensory units of the prospective buyers.

Here is a brand content use case:

This SUV Company, considered for example, can focus more on its brand content strategy that focuses on conveying a message with all the features of the SUV product line across all brand touchpoints.

Automatic Headlights (Visual), Door open / Window open warning message / buzzer (auditory), Hand-stitched Leather seats and granular-finish leather upholstery (tactile), Easy-access dashboard with biometric lockers with ‘easy-go’ seat armrests (proprioception), One-touch Seat / Steering height adjusting sensors (vestibular), best-in-class aerodynamic design making long drives a? want-more feel (kinaesthetic)

The Affect component of this framework is a proponent of all that plants the ingredients both vividly and subtly, the brand perception, brand trust, and brand value. Such ingredients in this perspective refer to all the brand identity elements.

Which company is regarded as the ‘Big Blue’? Have you mulled over why Twitter, currently X, facebook, Skype, intel, hp, Dell, even SAP brands prefer to play around with blue as their prime brand color? Have you ever wondered why brands such as CocaCola, KFC, McDonalds, Adobe, and even Netflix have red color to be the prime color in their brand color palette? These questions surely would lead one to associate the importance of just one of the elements of Brand Identity. If, affect component of the framework, is well orchestrated along with the first two components such as ‘Reflect’, ‘Effect’; it ensures greater brand visibility and brand value

Perfect

The last component in this framework is ‘Perfect’, which may loosely be interpreted as measuring the benefits / returns ‘per effect’ taken. The company / stakeholders should apply metrics, possibly deploy a supervised machine learning model such as Linear Regression to predict the Brand Campaign Ad spend budget required after two financial years, or to determine, by using Logistic Regression Machine Learning Algorithm, whether to make equal resources allocation targeting a Cosmopolitan City (such as New York which is reckoned as the most cosmopolitan city in the world) and a city such as Jackson in Mississippi.[6]

Being the trusted Branding Agency or in-house Chief Marketing Officer(CM0) with your capable branding team lieutenants; you may not be sure whether to provision the same Ad Spend or resources for another state in your country or another geography. KNN Machine Learning Algorithm with the refined psychographics must mostly solve the puzzle. The ‘Perfect’ phase in your NeuroBranding? efforts will help you harness such a solution with a Certified NeuroBranding? Consultant leading these operations, by coordinating with other team members and stakeholders

The ‘Perfect’ component also touches base with perfecting an attempt already undertaken, during the next iteration. It could be any phase in the Branding Life Cycle for a product / service, as well. If an improved version of the product / service is offered with better features (such as safety and comfort), it is has to be communicated in a subtle way, else the new variant may either be the only type getting sold or the new variant will cannibalize (market cannibalization) the other older variants of the product / service. So, your new brand message, starting with some other brand Ambassador may do the heavy-lifting. This component also deals with branding campaigns during product recall, product revisions, brand renaming, brand diversification, and subsidiary brand acquisition.

Just to provide some context here, iconic and often quoted BMW foraying into Cars, Apple into Apple TV+; giving facelift to the Logo / brand typography several times by Coca-Cola, IBM, Microsoft;? an outright brand renaming such as facebook into Meta, twitter into X, etc., all these may come under this Perfect component.

NASA’s Challenger might have disintegrated in January 1986, and broken apart. It was just a product of NASA. But we all know the supremacy NASA enjoys. Even from the stable of Benz, C-Class C300 is being regarded as problematic model.[7] Brand reigns even after certain products from the same brand, gotten into oblivion.

Undeniably it is one product line that creates the Brand Trust, Brand Loyalty, and Brand Value for any company. But after establishing the needed Brand presence, the target market and audience will be focusing on the Brand and end-up completely trusting the new products offered.

Thus, traditional marketing / branding, and in this digital era digital marketing / digital branding, will longer give you the cut. Whether you are an Entrepreneur, Corporate Leader, entrusted to add value at Managerial / Director-level in an organization, it is high time that you are aware of NeuroBranding?.

If you are in a Branding Agency at senior roles, if you are a Digital Marketer, a Social Media Marketer, or an expert in Neuromarketing already, it is a good idea for you to undergo immersive training and acquire a Certification in? NeuroBranding? ?from any capable Institute or from an authentic ?NeuroBranding? Consultant.

Bibliography

1. https://www.lcca.org.uk/blog/education/history-of-branding/

2. https://www.healthline.com/health/fun-facts-about-the-nervous-system#1

3. https://www.dhirubhai.net/pulse/introduction-neurobranding-chris-m-jayachandran

4. https://speeded.in/neurobranding.html

5. https://sensoryhealth.org/basic/your-8-senses

6. https://www.insidermonkey.com/blog/5-least-developed-states-in-the-usa-1128232/5/

7. https://www.carlogos.org/reviews/worst-cars-mercedes-benz-in-recent-years.html#:~:text=The%202015%20C%2DClass%20is,which%20led%20to%20its%20failure

JUBATUS? is India's first company (https://jubatus.in) to provide end-to-end NeuroBranding? Solutions.

For more details, please visit: https://neurobranding.in

This, world’s first Four Step framework for? NeuroBranding? was developed by Prof. Chris M Jayachandran who also is India’s first NeuroBranding? Consultant and Trainer. He specializations in Machine Learning, Consumer Neuroscience and Neuromarketing, UI/ UX, and has a MicroMaster? ??Certification in Design Thinking. He is a seasoned professional with 25+ years of experience. He had been Teaching and Training in India's one of the best colleges for 15 years, and has experience in consulting for clients across North America for more than 12 years. He has 13 Research Publications and presented Research Papers in more than 25 National / International Conferences. He is the recipient of a Research Grant for a Research Project from University Grants Commission (UGC), Govt. of India. His Research Articles have been published in the most coveted magazine and journals such as Harvard Business Review, IEEE, and Springer (in production). He has won Silver Medal in a Regional Programming Olympiad , and bagged two Best Research Paper Awards in UGC, and MHRD Govt. of India sponsored National and International Conferences respectively.

For more info, please visit https://chrismjayachandran.com

Intellectual Property Fair Use Policy:

JUBATUS?, NeuroBranding? and NeuroBranding? REAP^? Reflect }- Effect }- Affect }- Perfect? are registered Trademarks in India. It is illegal to copy this article or any excerpts thereof without proper attribution its source and the author Prof. Chris M Jayachandran, or just present this framework and or its REAP components in a rephrased manner or in its derivate form for any commercial purpose, monetary gains, skill development classes / webinars or training, or on any social media platform as a post. Appropriate legal actions will be pursued against violators and against those who infringe the registered trademarks in this article. For permissions to make use of NeuroBranding REAP^? Reflect }- Effect }- Affect }- Perfect? Framework with proper attribution to its developer Prof. Chris M Jayachandran, for any Academic and Research Writing by a research scholar pursuing PhD or someone that already has acquired a PhD by research, please email your request to [email protected]