The marketer’s job is to create the brand and then create the pattern by associating that brand making neural connections to other memories in your brain.
In the episode 1, my guest Dr Peter Steidl, the author the book Neurobranding: Future-proof brand strategy talked about what Neuromarketing is, who is it for and why you should care.
In this second episode, we are continuing our conversation with Dr Steidl. You’ll understand the important distinction between ‘creating’ a brand and ‘managing’ a brand. We also talk about how to find small niches and crafting the right messages to get the attention of your ideal audience as well as how to make the best of both digital and physical worlds in your business.
About Dr Peter Steidl
Dr Peter Steidl is the author of the book Neurobranding: Future-proof brand strategy, published by the Neuromarketing Science and Business Association.
Dr Steidl is sharing a new approach to achieve your organization and business goals. His promise: “Bring together in one place what marketers need to know to build and manage brands, and form a strong meaningful relationship with consumer, that will protect them in a tech driven future.”
He is a strategic consultant and principal at Neurothinking with particular interest in neuromarketing and applying ‘what we now know about how the mind works to identifying new opportunities, addressing threats, and re-aligning marketing efforts to maximize success.
He has also served on the permanent staff of Vienna and Adelaide Universities, taught in the MBA program and held a Visiting Adjunct Professorship at Curtin University in Perth.
How to Become a Significant Brand with a Small Budget? 10 Key takeaways
Here are the 10 key takeaways from our conversation today:
- If you wish to become a global brand you still need to start with local and have a global strategy
- You must be sensitive to the local culture and the local conditions when building a brand
- People who are good at managing global brands are not necessarily good at creating new brands
- There are numerous opportunities for small brands to capitalize on cultural disruptions with technological changes as people find a new relationship to work and the new way to live
- If a small brand has a meaningful message, it can reach a huge audience and make a big impact very quickly.
- To be chosen as a favourite brand you must have an attribute or quality that is important to people.
- To become that brand they really love you must understand what’s the goals your customers are looking to achieve, do they want to belong, do they want security? What’s their fear and how can your brand, show them a meaningful way of life. You have to be relatable
- How we think, feel and act in a digital environment is different than the physical world. Understanding the difference in consumer behaviour to make the best of both worlds
- By using Priming technique, a small business owner can get a much better return on their investment in marketing.
- Tech-enabled solutions are being developed to trigger dopamine release in human brain and will be used increasingly in the future
What is your key takeaway from this episode? How are you going to use this new knowledge in your business or in your marketing? Comment below.