Presented at Marketing Leaders Masterclass #MLleeds In this session, Simon and Sarah will be give an overview of how neuroscience informs the creation of emotionally engaging brands, and how marketers can use this to disrupt the market and build deeper consumer engagement to increase sales and market share.

2. Unlocking the power of emotion
A presentation by Elmwood
THE DYNAMICS OF BRAND ATTRACTION

3. Overall wins to date
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3
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5
6
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8
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10
Pearlfisher
The Team
Lewis Moberly
Coley Porter Bell
BrandOpus
Design Bridge
Interbrand
JKR
Tayburn
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20
18
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13
13
ELMWOOD1 53
THE WORLD’S MOST EFFECTIVE
BRAND DESIGN CONSULTANCY

4. PRINCIPLESAPPLYTOANYSECTOR
•Corporate
•Retail
•Consumer

5. We could ensure
brands could reach
consumers at a
deeper emotional
level, so they love
them more
than others?
WHATIF...

6. Business Consumer
B i C
Vs
Logical & Rational
Driven by reason
Instinctive & Emotional
Driven by the senses
THECONFLICTTOEMBRACE!

7. SIMPLEDESIGNISMOREEFFECTIVE
tl;dr
too long; didn’t read

8. HOWDOESTHISAFFECTMARKETINGACTIVITY?
Marketing is Stimulus
Approach/avoidance
Interest levels
Length of stay
Amount spent
Like or dislike?
Emotions & Feelings Response Behaviours
Sight
Touch
Sound
Smell
Taste

10. CONSUMERSSHOPBYCOLOURANDSHAPE

11. • Stops - unconsciously stands out and disrupts
• Engages - different, intriguing, calls to you
• Attracts - appeals sensorially, aesthetically & emotionally
• Reassures - makes sense rationally and emotionally
SUCCESSFULBRANDCOMMUNICATION…

12. Biological and emotional responses to visual and other stimuli
that can be used to trigger reactions and action

13. BIOMOTIVETRIGGERS...
...are subconscious,
generating emotion
and actions without
using the conscious
side of our brains,
located in the cortex...
...these triggers cut
through and create
instinctive reactions
before the cortex
can respond.

16. CUSPS
Grab attention

17. CURVES
Convey softness
Encourage interaction

20. Fight?
Feed?
Fear?
Fancy?
EYESTRIGGERARESPONSE

21. ANDREXBuilding big love and
creating iconic assets

22. • Stand out
• Emotionally engage
• Justify price premium
OURBRIEF

24. Volume
growth
+13.0%
Volume
growth
+17%
ANICONICBRANDLEADER...

25. Andrex grew share
of the category by... 5%
In the year of brand refresh,
revenue was an all time record
for Andrex.
PROFIT&GROWTH

26. PROFIT&GROWTH
improvement in brand
bonding
+32%400,000+

27. WECANDECODEWHATMAKESEFFECTIVEDESIGN…

29. The End
For your daily nugget of inspiration www.elmwood.com/poke
simon.preece@elmwood.com
Director of Effectiveness Stuff