Digital Branding Strategy (Part 2) - Why Branding is So Important

Digital Branding Strategy (Part Two)

@saifulism

Why

#Branding is so

damn important?

Why#Branding is so damn important?

#logical vs #emotional

This so classical…

But we still deserve CocaCola… Even though it is made from the same recipe

#logical = need #emotional = want

#logical = need commodity

#logical = need

#emotional = want

commodity

differentiated commodity

“95% of purchase

decisions are made

#emotionally” Gerald Zaltman, Harvard Business School Professor

#brand …is soo

emotional

emotion is triggered by

stimuli

Our emotion is

being controlled

by our #brain’s

limbic system

#brand

#emotion is triggering

as the stimuli

as response from the #brain

#stimuli #response

based on information learned

by the #brain

#branding #brain based

#branding concept which laid

on brain principles

Let’s take another case

The definition of

‘beauty’

‘Long Neck Tribe’, Myanmar

Most beautiful woman is the women with the longest neck

Thick Madame Fashion

More fat will make her more adorable

But this is not the definition of ‘normal’

woman

‘beauty’

‘beautiful’ is…what

She looks like

These are also ‘beautiful’

Could you imagine how these famous brands

selling their stuff if beautiful were defined as

the way ‘Long Neck Tribes’ or ‘Thick Madam’

define the words

‘beauty’

Who define the word

‘beauty’ then?

“The aim of marketing

is to make selling

unnecessary”

Peter Drucker

Just ask the

‘marketers’

And just learn their ‘magic

tricks’ how they did it

Classical

Conditioning

Formula

By

Ivan Pavlov

#stimuli = bell sound + food #response = dogs salivate

based on information learned by the #brain

#stimuli = bell sound #response = dogs still salivate

repeated everyday

We can simply expecting

desired response by ‘manipulating’ the stimuli

…they modified ‘information’ learned by the #brain to shape customers mind and perception

Branding process is

identical with the

#brain learning process

they just simply connecting

Brand with customers

desirable memories

#brain makes

behavior

#brain learning process

from branding lessons

Two main reasons

behind this topic

Branding Process is identical to

Brain Learning Process

#1

Successful Branding Process

means Stronger emotional bonding

between customer and our brand

#2

From Brain Learning Process

STEP BY STEP BRANDING GUIDE LINE

Brain amazing facts Brain cells are called neurons

We are born with at least 100 billion

neurons

Dendrites (fibers) grow out of the

neurons when you listen to/write

about/talk about/ practice

something.

Brain amazing facts (2)

Neurons know how to grow

dendrites, just like a stomach

knows how to digest food

Branding activity =

attempt to grow new dendrites

Brain Lesson #1 New dendrites take TIME to grow; it takes a

lot of PRACTICE for them to grow

1. Always have a long term relationship for

growing your brands

Brain Lesson #2 We must do something active (explain, solve,

draw, write, etc.) in order to learn, because…

Stronger connection only built on active

customer involvement

Dendrites grow ONLY when we are

actively doing something

More neuro-transmitter

Thicker dendrites

Faster the signals travel

Fatty coating of myelin

Reduces interference

Means faster and more reliable signal

Brain Lesson #3 Dendrites cannot grow in a VOID

Initial information about our brand is very crucial for

further process

New dendrites can only grow off of what is already

there.

A completely brand new song

and new artist

A familiar song with other well-

known artist?

or

Brain Lesson #4 Mistakes, with feedback, are essential and

good, because…

Making mistakes, and getting feedback so you

can correct them, allows you to check the

accuracy of the connections in your brain

Get feedback quickly is important, so we

don’t practice the wrong thing and build a

strong, but wrong, connection!

Avoid strong but wrong connection by getting

feedback quickly

Brain Lesson #5 Emotions affect learning and

memory!

Anxiety floods us with adrenaline that make

“blanking out”

Just like our feeling if we stay beside

someone that we trust, it will calming us

Relax, exercise, laugh, or learn new things

will create endorphins that make us calms

Stronger connections were built

on…

sustain customer positive experiences

Meaningful engagement with more

customer active involvement and

honestly, it takes time

People may forget your name…

They won’t forget how was their feeling

about you

Keep Up the Positive Experience

with Customers

“Tell me and I’ll forget, Show me and I’ll

remember.

Involve me and I’ll understand.”

Confucius

Thank You

By @saifulism #BrandGenerosity

Continue to Part Three