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Why I Eat the Brands I EatGary de OcampoCEO, Philippines
1 February 2017
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Inspiration for an extraordinary world.
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Power in the marketPower in the mind
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Irresistible
We eat the brands we eat because they are
VisibleKnownAccessibleAvailableAffordable
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Power in the marketPower in the mind
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7Why I eat the brands I eatHow I make my food brands irresistible=
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Irresistible brands are the inevitable choice and the impossible competitor.
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9Irresistible brands meet consumer needs in a compelling way.
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10Irresistible brands understand that allconsumers dont share the same needs.
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Irresistible brands are rare but do share common qualities that marketers can manage.
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Irresistibility increases brand usage and drives growth.
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WHAT makes brands irresistible?13
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System 1: Fast brain IntuitiveEmotiveSystem 2: Slow brainRationalConscious
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What makes the brands that we eat irresistible?
17They are able to lodge themselves in the auto-pilot side of our brains so much so that they become the intuitive and automatic choice.They remind* us of what is meaningful** to us.
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So HOW do we make our food brandsI R R E S I S T I B L E ?
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Meaningful?Different?Salient?
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Onions have layers. Ogres have layers.
You get it?
We both have layers!
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Food is emotion on a plate.
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We can communicate functional benefits by appealing to emotions.
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We must manage our communication to elicit the desired emotion from consumers.
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The more we understand emotions, the more focused our communication can become.
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To understand emotions, we need to understand people.
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Understanding people and emotions allows us to tell impactful stories about our food brands.
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Understanding people and emotions allows us to tell impactful stories about our food brands.
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Understanding people and emotions allows us to tell impactful stories about our food brands.
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Understanding people and emotions allows us to tell impactful stories about our food brands.
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Understanding people and emotions allows us to tell impactful stories about our food brands.
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Understanding people and emotions allows us to tell impactful stories about our food brands.
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3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginStories make memories, and memories drive choice.
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39Inspiration for an extraordinary world.
Gary de OcampoCEO, [email protected]
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