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Your brand is the heart and soul of your business. Brand share – of market and of mind – is your company’s greatest asset. Your brand – its image, attributes, and the loyalty your customers have to it -- exists in the deepest levels of the subconscious minds of your consumers.
Uncovering what consumers notice, like, and remember about your brand is the key to moving brand agnostics into brand evangelists and building brand share and loyalty. Humans have a hard-wired need to have relationships not just with other humans, but also with the fun and/or functional tools we use every day – including brands. The brain has well-developed neural programs for connecting with the meaningful items in our lives. The challenge is how to present your brand as something your customers want to have a long-term relationship with. After all, we love novelty and change but we also crave constancy and commitment.
Achieving, maintaining, and monitoring this delicate balance is what makes great brands great. Applying neuroscience to learn and measure the resonance of your brand provides precise, reliable guidelines for how you design, present, and communicate your brand to the customers you want to reach. This deep understanding of subconscious preferences is the key to building brand passion and to the start of a relationship that could last a lifetime.
NeuroFocus offers targeted products to understand brand performance, including:
- Brand Essence Framework™ (BEF) – Defines your brand across seven key dimensions: Form, Function, Feelings, Values, Benefits, Metaphors, and Extensions
- Subconscious Brand Tracking – Measures brand performance in the deep subconscious mind over time
- Brand Concept Development – Pinpoints the most effective brand concept points early in the development process
- Brand Equity in the Subconscious – Determines the Deep Subconscious Response™ of consumers to key brand attributes
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BARRY HERSTEIN
General Manager Americas & Global CMO at Snapfish by HP, former CMO at PayPal
“What PayPal wanted to know – what every marketer wants to know – is simple to describe but exceedingly difficult to understand. Deep down, why do consumers really value PayPal? NeuroFocus delivered this and then some. It’s what we call the big ‘Aha!’ Neuromarketing ...has enabled us to understand how and why PayPal resonates with our customers.” |
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Case Study: Brand Essence, Financial Services
A financial service leader aligns its messaging with its brand image |
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