September 04, 2019

Topic

The power of emotion. With neuromarketing to a unique brand.

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Alexandra Rebernig
Managing Director / Rebernig

70% of all purchasing decisions are only made directly in front of the shelf. Purchase decisions are made unconsciously and are always emotional. Neuromarketing is a complex and highly exciting discipline. It is about looking into the brain of the customer, about understanding how purchase decisions are made. How can we use the power of emotions for brands and marketing?

Is there a buy button in our brain?
Neuromarketing uses findings from brain research and psychology to optimize brands and marketing. After all, emotions and feelings influence our perceptions and expectations. Even and especially when we do not really perceive them. Most decisions are much less rational than we might think. Emotions play a powerful role here. In neuromarketing, we work precisely with them. This knowledge helps to align brands in a targeted manner.

How neuromarketing came about.
A comparison of Coca Cola and Pepsi has contributed to the emergence of neuromarketing. In 2004, scientists discovered that not only does the brand name play a special role, but that both drinks also activate different brain regions. It was recognized that buying decisions are made in the brain, are subjective and can also be influenced emotionally. Neuromarketing was born. In his book Brain View (http//is.gd.brainview), psychologist Hans-Georg Häusel explains how these scientific findings can be used for effective and emotional marketing. Häusel uses the so-called Limbic Map® from the Munich research institute Gruppe Nymphenburg to explain the three major emotion systems that determine our lives.

The autopilot does it all.
We put 20% of our energy into thinking, only 2% of our energy into unconscious decisions. So thinking costs energy. And - weighing up costs and benefits takes time. Emotions go much faster. And are much more convenient for the human brain. Most people assume that they make their decisions quite consciously (explicitly). But our decisions are made unconsciously and emotionally, and much earlier. The autopilot of our consciousness takes the decisions implicitly. Only afterwards are they rationally evaluated by us. It is the PIN code thing. Has it not happened to you before? If you think about it, you suddenly can't remember your PIN code, which you have been using for years. Or try explaining how to tie shoes over the phone without using your hands - here you can feel the autopilot. It handles everything for us. Even our emotions. How convenient.

Emotion beats price.
Brands, products and services are becoming increasingly similar. There is less and less differentiation in appearance and services. Only the price creates corresponding signals. The risk: Brands enter a negative price spiral in order to achieve competitive advantages, purchase decisions and sales. The antidote to this is called: emotion. Successful brands communicate with the autopilot. It decides on brand decisions when product quality and performance are the same.

How brands work.
No behaviour without reward. Codes and signals form the interface between brand and consumer. Equipped with the right signals, brands convey meaning. If this meaning is a reward, people buy. The autopilot makes decisions in two important processing steps: 1. decoding the meaning of signals, 2. assigning the reward contained in the signals. If both are present, the autopilot switches to "want". The stronger brands reward the individual motives and emotions of the target group, the greater their appeal. Reward shapes the identity and makes brands unmistakable. In BrandLab, our model for brand development, we work out precisely this reward motif as one of the most important modules.

Who is your customer?
It's not just about demographic or sociographic facts, but also about psychographic characteristics such as needs, desires, fears or values. What does your customer want? Where can you support them with what you have to offer? Which emotions play a major role? The needs of your customers and target group are therefore the core of every brand strategy. Only when you know exactly who you are dealing with can you position your brand or your company in a targeted manner and implement your strategy accordingly. Detailed personas bring your target group to life.

How can I use neuromarketing?

  1. Use neuromarketing B2B and B2C.
  2. Decode the emotional world of your customer.
  3. Align your brand as a reward motif.
  4. Tell a brand story that interests your customers and carries them away. Holistically on the entire customer journey.

Never before have we been so close to our target group. Never before has there been so much emotion. Never before has there been so much power.

You want to know more about the opportunities of neuromarketing? Contact us.