SlideShare ist ein Scribd-Unternehmen logo
1 von 5
Downloaden Sie, um offline zu lesen
keys to
creating
a lasting
impressionand influencing
consumer
behavior
3
B y D r . I t i e l D r o r , P h D ,
c o g n i t i v e n e u r o s c i e n t i s t w i t h
U n i v e r s i t y C o l l e g e L o n d o n
c o m pi l e d b y J o e B a r g m a n n
f o r O g i lv y & M at h e r
3 k e y s t o c r e at i n g a l a s t i n g i m p r e s s i o n
a n d i n f l u e n c i n g c o n s u m e r b e h av i o r
D
r. Itiel Dror, PhD, a cognitive
neuroscientist with University College
London, teamed up with Nir Wegrzyn,
the CEO of London-based BrandOpus,
for a heady session about human perception and
memory, and the way they influence behavior.
Dror offered these three keys to creating a lasting
impression and influencing consumer behavior.
1
3 k e y s t o c r e at i n g a l a s t i n g i m p r e s s i o n
a n d i n f l u e n c i n g c o n s u m e r b e h av i o r
Make messages
into memory.
“Quirky” ideas and images, ones that trigger an
emotional response, are more likely to take hold than are those
that appeal to rationality, Dror says. “You can have the best
marketing, advertising, and branding, but if a consumer looks at
it and it’s not going to their brain, you are doing nothing. If they
see it, it doesn’t necessarily mean they’re going to remember
it. What does the brain pay attention to, and what does it not
pay attention to? What can we do to engage the brain? The
human mind is not a camera. It is influenced by emotion.”
2
3 k e y s t o c r e at i n g a l a s t i n g i m p r e s s i o n
a n d i n f l u e n c i n g c o n s u m e r b e h av i o r
“Different parts of the brain do different things, Dror
says. “In policing, you have to train the correct part of the brain.
Under time pressure, it’s a different part of the brain that makes
a decision. It’s not enough to get in the head, into the brain—
you need to get to the part of the brain that does the cognitive
work. We need to harness the consumer’s brain. We need to
look at the mechanisms. You have to learn what they actually
know, not what they think they know. Cognitive neuroscience
to make what you do much more powerful and effective.”
Understand
How the Mind Works.
3
3 k e y s t o c r e at i n g a l a s t i n g i m p r e s s i o n
a n d i n f l u e n c i n g c o n s u m e r b e h av i o r
The goal of all branding and marketing efforts
should be to place a product into the part of the brain
perspective can change, and drive behavior. Dror refers to
this as the area with “sunshine and a feeling of warmth.
You want the consumer to be feeling something about the
product that they didn’t feel before.” When you achieve this,
you are more likely to influence a consumer’s behavior.
TurnThought
into Action.

Weitere ähnliche Inhalte

Ähnlich wie 3 Keys to Creating a Lasting Impression #OgilvyCannes #CannesLions

Rapid fire with Douglas Van Praet
Rapid fire with Douglas Van PraetRapid fire with Douglas Van Praet
Rapid fire with Douglas Van PraetPraz Hari
 
Neuroscience Psychology
Neuroscience PsychologyNeuroscience Psychology
Neuroscience PsychologyRobin Anderson
 
Paper Se Hyun Lee
Paper Se Hyun LeePaper Se Hyun Lee
Paper Se Hyun LeeSean Lee
 
Perception And Driving
Perception And DrivingPerception And Driving
Perception And DrivingTara Daly
 
Effects Of Marijuana On The Brain Centers Essay
Effects Of Marijuana On The Brain Centers EssayEffects Of Marijuana On The Brain Centers Essay
Effects Of Marijuana On The Brain Centers EssayJennifer Moore
 
Evaluating Assessment Methods
Evaluating Assessment MethodsEvaluating Assessment Methods
Evaluating Assessment MethodsSandra Willey
 
Introduction_to_Neuormarketing_and_Consu.docx
Introduction_to_Neuormarketing_and_Consu.docxIntroduction_to_Neuormarketing_and_Consu.docx
Introduction_to_Neuormarketing_and_Consu.docxsipho manana
 
28c3 version of "The engineering part of social engineering"
28c3 version of "The engineering part of social engineering"28c3 version of "The engineering part of social engineering"
28c3 version of "The engineering part of social engineering"theAluc
 
The Customer Experience Disconnect
The Customer Experience DisconnectThe Customer Experience Disconnect
The Customer Experience Disconnectauthenegade partners
 
Security Is Like An Onion, That's Why It Makes You Cry
Security Is Like An Onion, That's Why It Makes You CrySecurity Is Like An Onion, That's Why It Makes You Cry
Security Is Like An Onion, That's Why It Makes You CryMichele Chubirka
 
Applications of Behavioural Economics to consumer insight
Applications of Behavioural Economics to consumer insightApplications of Behavioural Economics to consumer insight
Applications of Behavioural Economics to consumer insightErica van Lieven
 
Best Memory Essay. The Role Of Memorable Memori
Best Memory Essay. The Role Of Memorable MemoriBest Memory Essay. The Role Of Memorable Memori
Best Memory Essay. The Role Of Memorable MemoriMisty Harris
 
Perception And Stereotypes
Perception And StereotypesPerception And Stereotypes
Perception And StereotypesCrystal Torres
 
Forbes neuromarketing S P Jain
Forbes neuromarketing S P JainForbes neuromarketing S P Jain
Forbes neuromarketing S P JainNicholas Hamelin
 

Ähnlich wie 3 Keys to Creating a Lasting Impression #OgilvyCannes #CannesLions (20)

Rapid fire with Douglas Van Praet
Rapid fire with Douglas Van PraetRapid fire with Douglas Van Praet
Rapid fire with Douglas Van Praet
 
Neuroscience Psychology
Neuroscience PsychologyNeuroscience Psychology
Neuroscience Psychology
 
Rapid fire with douglas van praet
Rapid fire with douglas van praetRapid fire with douglas van praet
Rapid fire with douglas van praet
 
Paper Se Hyun Lee
Paper Se Hyun LeePaper Se Hyun Lee
Paper Se Hyun Lee
 
Perception And Driving
Perception And DrivingPerception And Driving
Perception And Driving
 
Effects Of Marijuana On The Brain Centers Essay
Effects Of Marijuana On The Brain Centers EssayEffects Of Marijuana On The Brain Centers Essay
Effects Of Marijuana On The Brain Centers Essay
 
Evaluating Assessment Methods
Evaluating Assessment MethodsEvaluating Assessment Methods
Evaluating Assessment Methods
 
The Thought Leader Interview: Loran Nordgren
The Thought Leader Interview: Loran NordgrenThe Thought Leader Interview: Loran Nordgren
The Thought Leader Interview: Loran Nordgren
 
The Thought Leader Interview: Loran Nordgren
The Thought Leader Interview: Loran NordgrenThe Thought Leader Interview: Loran Nordgren
The Thought Leader Interview: Loran Nordgren
 
Cognitive disabilities ppt
Cognitive disabilities pptCognitive disabilities ppt
Cognitive disabilities ppt
 
Introduction_to_Neuormarketing_and_Consu.docx
Introduction_to_Neuormarketing_and_Consu.docxIntroduction_to_Neuormarketing_and_Consu.docx
Introduction_to_Neuormarketing_and_Consu.docx
 
28c3 version of "The engineering part of social engineering"
28c3 version of "The engineering part of social engineering"28c3 version of "The engineering part of social engineering"
28c3 version of "The engineering part of social engineering"
 
The Customer Experience Disconnect
The Customer Experience DisconnectThe Customer Experience Disconnect
The Customer Experience Disconnect
 
Security Is Like An Onion, That's Why It Makes You Cry
Security Is Like An Onion, That's Why It Makes You CrySecurity Is Like An Onion, That's Why It Makes You Cry
Security Is Like An Onion, That's Why It Makes You Cry
 
The Art and Science of Changing People's Behaviour
The Art and Science of Changing People's BehaviourThe Art and Science of Changing People's Behaviour
The Art and Science of Changing People's Behaviour
 
Applications of Behavioural Economics to consumer insight
Applications of Behavioural Economics to consumer insightApplications of Behavioural Economics to consumer insight
Applications of Behavioural Economics to consumer insight
 
Best Memory Essay. The Role Of Memorable Memori
Best Memory Essay. The Role Of Memorable MemoriBest Memory Essay. The Role Of Memorable Memori
Best Memory Essay. The Role Of Memorable Memori
 
Perception And Stereotypes
Perception And StereotypesPerception And Stereotypes
Perception And Stereotypes
 
Neuromarketing
NeuromarketingNeuromarketing
Neuromarketing
 
Forbes neuromarketing S P Jain
Forbes neuromarketing S P JainForbes neuromarketing S P Jain
Forbes neuromarketing S P Jain
 

Mehr von Ogilvy

Union of Humans: The Future of the Millennial Generation in the Age of Automa...
Union of Humans: The Future of the Millennial Generation in the Age of Automa...Union of Humans: The Future of the Millennial Generation in the Age of Automa...
Union of Humans: The Future of the Millennial Generation in the Age of Automa...Ogilvy
 
7 Lessons from Established Online Video Viewers
7 Lessons from Established Online Video Viewers 7 Lessons from Established Online Video Viewers
7 Lessons from Established Online Video Viewers Ogilvy
 
Point of View on Cambridge Analytica Scandal
Point of View on Cambridge Analytica Scandal Point of View on Cambridge Analytica Scandal
Point of View on Cambridge Analytica Scandal Ogilvy
 
Surf Your Way To Success in E-Commerce
Surf Your Way To Success in E-Commerce Surf Your Way To Success in E-Commerce
Surf Your Way To Success in E-Commerce Ogilvy
 
2018 Prognostications For The Year Of The Dog
2018 Prognostications For The Year Of The Dog2018 Prognostications For The Year Of The Dog
2018 Prognostications For The Year Of The DogOgilvy
 
How to Create Social Content that Sells
How to Create Social Content that SellsHow to Create Social Content that Sells
How to Create Social Content that SellsOgilvy
 
The Wellness Movement Pioneers
The Wellness Movement PioneersThe Wellness Movement Pioneers
The Wellness Movement PioneersOgilvy
 
5 Ways Winning Young Lions Changed My Career - #CannesLions #OgilvyCannes
5 Ways Winning Young Lions Changed My Career - #CannesLions #OgilvyCannes5 Ways Winning Young Lions Changed My Career - #CannesLions #OgilvyCannes
5 Ways Winning Young Lions Changed My Career - #CannesLions #OgilvyCannesOgilvy
 
How to Launch New Products by #DavidOgilvy
How to Launch New Products by #DavidOgilvyHow to Launch New Products by #DavidOgilvy
How to Launch New Products by #DavidOgilvyOgilvy
 
10 Pearls of Wisdom for Working With & Leading People
10 Pearls of Wisdom for Working With & Leading People10 Pearls of Wisdom for Working With & Leading People
10 Pearls of Wisdom for Working With & Leading PeopleOgilvy
 
For Goodness’ Sake: Satisfy the hunger for meaningful business
 For Goodness’ Sake: Satisfy the hunger for meaningful business  For Goodness’ Sake: Satisfy the hunger for meaningful business
For Goodness’ Sake: Satisfy the hunger for meaningful business Ogilvy
 
Vertical Video POV
Vertical Video POVVertical Video POV
Vertical Video POVOgilvy
 
OgilvyRED - Dollars and Sense of Connectivity
OgilvyRED - Dollars and Sense of ConnectivityOgilvyRED - Dollars and Sense of Connectivity
OgilvyRED - Dollars and Sense of ConnectivityOgilvy
 
The Digital Social Contract
The Digital Social Contract The Digital Social Contract
The Digital Social Contract Ogilvy
 
Brands That Do: Building Behavior Brands
Brands That Do: Building Behavior BrandsBrands That Do: Building Behavior Brands
Brands That Do: Building Behavior BrandsOgilvy
 
States of the American Millennial
States of the American Millennial States of the American Millennial
States of the American Millennial Ogilvy
 
Ogilvy & Mather Cannes Lions 2015 Digital Performance
Ogilvy & Mather Cannes Lions 2015 Digital PerformanceOgilvy & Mather Cannes Lions 2015 Digital Performance
Ogilvy & Mather Cannes Lions 2015 Digital PerformanceOgilvy
 
How to Fuel Your Brand by Wendy Clark @Wnd #OgilvyCannes #CannesLions
How to Fuel Your Brand by Wendy Clark @Wnd #OgilvyCannes #CannesLions How to Fuel Your Brand by Wendy Clark @Wnd #OgilvyCannes #CannesLions
How to Fuel Your Brand by Wendy Clark @Wnd #OgilvyCannes #CannesLions Ogilvy
 
Day 4 Recap from #CannesLions #OgilvyCannes
Day 4 Recap from #CannesLions #OgilvyCannes Day 4 Recap from #CannesLions #OgilvyCannes
Day 4 Recap from #CannesLions #OgilvyCannes Ogilvy
 
Day 3 Recap for #CannesLions #OgilvyCannes
Day 3 Recap for #CannesLions #OgilvyCannesDay 3 Recap for #CannesLions #OgilvyCannes
Day 3 Recap for #CannesLions #OgilvyCannesOgilvy
 

Mehr von Ogilvy (20)

Union of Humans: The Future of the Millennial Generation in the Age of Automa...
Union of Humans: The Future of the Millennial Generation in the Age of Automa...Union of Humans: The Future of the Millennial Generation in the Age of Automa...
Union of Humans: The Future of the Millennial Generation in the Age of Automa...
 
7 Lessons from Established Online Video Viewers
7 Lessons from Established Online Video Viewers 7 Lessons from Established Online Video Viewers
7 Lessons from Established Online Video Viewers
 
Point of View on Cambridge Analytica Scandal
Point of View on Cambridge Analytica Scandal Point of View on Cambridge Analytica Scandal
Point of View on Cambridge Analytica Scandal
 
Surf Your Way To Success in E-Commerce
Surf Your Way To Success in E-Commerce Surf Your Way To Success in E-Commerce
Surf Your Way To Success in E-Commerce
 
2018 Prognostications For The Year Of The Dog
2018 Prognostications For The Year Of The Dog2018 Prognostications For The Year Of The Dog
2018 Prognostications For The Year Of The Dog
 
How to Create Social Content that Sells
How to Create Social Content that SellsHow to Create Social Content that Sells
How to Create Social Content that Sells
 
The Wellness Movement Pioneers
The Wellness Movement PioneersThe Wellness Movement Pioneers
The Wellness Movement Pioneers
 
5 Ways Winning Young Lions Changed My Career - #CannesLions #OgilvyCannes
5 Ways Winning Young Lions Changed My Career - #CannesLions #OgilvyCannes5 Ways Winning Young Lions Changed My Career - #CannesLions #OgilvyCannes
5 Ways Winning Young Lions Changed My Career - #CannesLions #OgilvyCannes
 
How to Launch New Products by #DavidOgilvy
How to Launch New Products by #DavidOgilvyHow to Launch New Products by #DavidOgilvy
How to Launch New Products by #DavidOgilvy
 
10 Pearls of Wisdom for Working With & Leading People
10 Pearls of Wisdom for Working With & Leading People10 Pearls of Wisdom for Working With & Leading People
10 Pearls of Wisdom for Working With & Leading People
 
For Goodness’ Sake: Satisfy the hunger for meaningful business
 For Goodness’ Sake: Satisfy the hunger for meaningful business  For Goodness’ Sake: Satisfy the hunger for meaningful business
For Goodness’ Sake: Satisfy the hunger for meaningful business
 
Vertical Video POV
Vertical Video POVVertical Video POV
Vertical Video POV
 
OgilvyRED - Dollars and Sense of Connectivity
OgilvyRED - Dollars and Sense of ConnectivityOgilvyRED - Dollars and Sense of Connectivity
OgilvyRED - Dollars and Sense of Connectivity
 
The Digital Social Contract
The Digital Social Contract The Digital Social Contract
The Digital Social Contract
 
Brands That Do: Building Behavior Brands
Brands That Do: Building Behavior BrandsBrands That Do: Building Behavior Brands
Brands That Do: Building Behavior Brands
 
States of the American Millennial
States of the American Millennial States of the American Millennial
States of the American Millennial
 
Ogilvy & Mather Cannes Lions 2015 Digital Performance
Ogilvy & Mather Cannes Lions 2015 Digital PerformanceOgilvy & Mather Cannes Lions 2015 Digital Performance
Ogilvy & Mather Cannes Lions 2015 Digital Performance
 
How to Fuel Your Brand by Wendy Clark @Wnd #OgilvyCannes #CannesLions
How to Fuel Your Brand by Wendy Clark @Wnd #OgilvyCannes #CannesLions How to Fuel Your Brand by Wendy Clark @Wnd #OgilvyCannes #CannesLions
How to Fuel Your Brand by Wendy Clark @Wnd #OgilvyCannes #CannesLions
 
Day 4 Recap from #CannesLions #OgilvyCannes
Day 4 Recap from #CannesLions #OgilvyCannes Day 4 Recap from #CannesLions #OgilvyCannes
Day 4 Recap from #CannesLions #OgilvyCannes
 
Day 3 Recap for #CannesLions #OgilvyCannes
Day 3 Recap for #CannesLions #OgilvyCannesDay 3 Recap for #CannesLions #OgilvyCannes
Day 3 Recap for #CannesLions #OgilvyCannes
 

Kürzlich hochgeladen

ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 

Kürzlich hochgeladen (20)

ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 

3 Keys to Creating a Lasting Impression #OgilvyCannes #CannesLions

  • 1. keys to creating a lasting impressionand influencing consumer behavior 3 B y D r . I t i e l D r o r , P h D , c o g n i t i v e n e u r o s c i e n t i s t w i t h U n i v e r s i t y C o l l e g e L o n d o n c o m pi l e d b y J o e B a r g m a n n f o r O g i lv y & M at h e r
  • 2. 3 k e y s t o c r e at i n g a l a s t i n g i m p r e s s i o n a n d i n f l u e n c i n g c o n s u m e r b e h av i o r D r. Itiel Dror, PhD, a cognitive neuroscientist with University College London, teamed up with Nir Wegrzyn, the CEO of London-based BrandOpus, for a heady session about human perception and memory, and the way they influence behavior. Dror offered these three keys to creating a lasting impression and influencing consumer behavior.
  • 3. 1 3 k e y s t o c r e at i n g a l a s t i n g i m p r e s s i o n a n d i n f l u e n c i n g c o n s u m e r b e h av i o r Make messages into memory. “Quirky” ideas and images, ones that trigger an emotional response, are more likely to take hold than are those that appeal to rationality, Dror says. “You can have the best marketing, advertising, and branding, but if a consumer looks at it and it’s not going to their brain, you are doing nothing. If they see it, it doesn’t necessarily mean they’re going to remember it. What does the brain pay attention to, and what does it not pay attention to? What can we do to engage the brain? The human mind is not a camera. It is influenced by emotion.”
  • 4. 2 3 k e y s t o c r e at i n g a l a s t i n g i m p r e s s i o n a n d i n f l u e n c i n g c o n s u m e r b e h av i o r “Different parts of the brain do different things, Dror says. “In policing, you have to train the correct part of the brain. Under time pressure, it’s a different part of the brain that makes a decision. It’s not enough to get in the head, into the brain— you need to get to the part of the brain that does the cognitive work. We need to harness the consumer’s brain. We need to look at the mechanisms. You have to learn what they actually know, not what they think they know. Cognitive neuroscience to make what you do much more powerful and effective.” Understand How the Mind Works.
  • 5. 3 3 k e y s t o c r e at i n g a l a s t i n g i m p r e s s i o n a n d i n f l u e n c i n g c o n s u m e r b e h av i o r The goal of all branding and marketing efforts should be to place a product into the part of the brain perspective can change, and drive behavior. Dror refers to this as the area with “sunshine and a feeling of warmth. You want the consumer to be feeling something about the product that they didn’t feel before.” When you achieve this, you are more likely to influence a consumer’s behavior. TurnThought into Action.