Applying consumer psychology to branding. This is a slightly modified version of a presentation given at Kantar's "The WHY code" seminar on neuroscience, neuromarketing, branding and archetypes.

1. The Why of
Branding
actionable consumer psychology
@opento

2. Sandra Pickering is an
expert in branding and
brand strategy and a
leader in the practical
application of
neuromarketing
(psychology,
neuroscience and data
analytics) to business
issues.
Stephanie Creff is an
expert in consumer
behavior and a leader
in building teams and
practical tools to make
consumer insights
actionable.
opento: who are we?
Following a successful career in marketing at
Unilever, Mars, Quaker Oats and The Body Shop,
Sandra has consulted with many famous brands
across consumer goods, financial services,
technology, ecommerce, retail and not-for-profit
businesses.
Her background in psychology, neurophysiology
and marketing science has enabled her to
develop unique tools and frameworks for brands.
You can work with Sandra as an expert online at
opento
Stephanie had a successful career in research,
consumer insights and strategy across the
aeronautics and consumer goods industries,
before joining the opento team.
Her background is in aeronautical engineering,
where she gained in-depth practical experience of
data modeling and statistical analysis.
You can work with Stephanie as an expert online
at opento

3. Integrating marketing’s left and right brain
Sandra Pickering
Presented at:
The Why Code – a Kantar seminar on actionable consumer psychology
Exeter College, Oxford
September 2012
adapted for slideshare

4. Integrating marketing‟s left & right brain
It‟s about psychology in marketing
Psychology
Marketing
Science
Neuroscience
Marketing
Practice

5. Integrating marketing‟s left & right brain
Applying structure to creativity
Psychology
Marketing
Science
Neuroscience
HOW TO
rules,
frameworks,
inspirations

6. Many applications but focus on one area today
Brand Archetypes
Psychology
Marketing
Science
Neuroscience
HOW TO
rules,
frameworks,
inspirations
Brand Worlds
Storytelling
Positioning
Innovation

7. The Science and Application of Archetypes
Jung
Shared Subconscious
Pearson
Campbell
Archetypes & Personal Development
Archetypes & Storytelling
Psychology
Marketing
Science
Neuroscience
Dennett
Mark & Pearson
Brands are (like) archetypes
Storytelling
HOW TO
rules,
frameworks,
inspirations
Brand Worlds
Positioning
The content-producing features of
consciousness
Innovation

8. Archetypal Theory
Jung
Jung
Active Complexes
Psychological Predispositions
Patterns of Behaviour
Shared Subconscious
Focus on: persona, shadow, animus, anima
Journey to individuation
The Father
Stern, powerful, controlling
The Wise Old Man
Knowledge, guidance
The Mother
Feeding, nurturing, soothing
The Magician
Mysterious, powerful
The Child
Birth, beginnings, salvation
The Earth Mother
Nature
The Hero
Rescuer, Champion
The Witch or Sorceress
Dangerous
The Maiden
Purity, Desire
The Trickster
Deceiving, hidden

9. Archetypes in popular culture
Joseph Campbell and The Hero‟s Journey

10. Archetypes in popular culture
Learning from Personal Development applied to Brands
Mark & Pearson
Pearson
Archetypes are resources for Personal
Development and a guide to finding
our own authentic story
Brands are (like) archetypes
Strong brands are consistent and link to
motivations
Brands as „characters‟

11. Brand Archetypes
THE MARK & PEARSON MODEL

12. Brand Archetypes
Linked to motivations
Stability / Control
Belonging
Freedom
Change

13. Brand Archetypes
Strong brands are rooted in an archetype

14. Since The Hero and The Outlaw, the world has
changed: especially consumer <> media
And we know more about the neuroscience of brands
Dennett
The content-producing features of
consciousness

15. Transmedia Storytelling
according to Doug Scott, Ogilvy Entertainment

16. Transmedia Storytelling
according to Doug Scott, Ogilvy Entertainment
From a BrandWorld

17. BRANDWORLDS
Not just about „characters‟: strong brands create „worlds‟

18. BrandWorlds
are built from conscious and non-conscious elements
Objects
Sensory
Experiential
Cognitive

19. The Brand and its World
Strong brands create clear worlds and invite the customer in

20. The Brand and its World
The Body Shop
Sensory
Objects
Loud
Active
Colourful
Strong Aromas
Unconventional Female
Nature Journeys
Campaigns Marches
Magic
Not: industrial
Cognitive
High Street
Against Animal Testing
Variety
Experiential
Rebellion Change
Magic Discovery Wild
Inviting

21. Each archetype builds a world from different components
At opento, we have a „library‟ of hundreds of brandworlds
Seduction
Sensuality
Intimacy
Commitment
Discovery
Wilderness
Journeys
Rebellion Change
Campaigns

22. BRANDWORLDS & STORYTELLING

23. Storytelling
Popular and much misunderstood

24. Storytelling
Is all about finding triggers into the archetypal world
The Psychology:
– Memory is a way of making sense of
now and anticipating future
– Stories as a powerful trigger to memory
The Neuroscience:
– Complex integrated neural patterns:
whole is greater than the sum of its parts
– Stories as emotional clusters
Brand Storytelling:
– Brand stories should trigger the relevant
archetypal world not simply retell a
familiar story
Psychology
Marketing
Science
Neuroscience
HOW TO
rules,
frameworks,
inspirations

25. Storytelling
Not just the language: sensory and experiential, the product
The Psychology:
– Memory is a way of making sense of
now and anticipating future
Intense, luxurious hydration; helps
protect against free radical damage.
Softens rough, dry skin. Easily
absorbs into skin.
– Stories as a powerful trigger to memory
The Neuroscience:
– Complex integrated neural patterns:
whole is greater than the sum of its parts
– Stories as emotional clusters
Brand Storytelling:
– Brand stories should trigger the relevant
archetypal world not simply retell a
familiar story
Cocoa Butter
For centuries the women of Ghana have used cocoa butter
to moisturise and cool their skin in the African heat. Since
1995, The Body Shop has been buying cocoa beans from
the Kuapa Kokoo company in Ghana, a fair trade cooperative with over 30,000 small-scale farmers. The money
made by the co-operative enables the development of
community projects such as schools and village wells in
addition to providing the farmers with income to support
their families.

26. At opento, we have a library of archetypal stories
e.g., stories about „reasons to believe‟ or expertise

27. BRANDWORLDS & POSITIONING

28. Brands & Identity Tensions
Different psychological tensions appear at different stages in life
Wisdom
Intimacy
Competence
Initiative
Autonomy
Trust
Identity
Creativity

29. Brands & Identity Tensions
ADOLESCENCE

30. Adolescence and learning how to become ….
New Behaviours and Habits
The Psychology:
– Identity construction
– Group member - autonomous
– Adopt behaviours to fit in and be unique
The Neuroscience:
– Adolescence is a time of intense neural
reconstruction
– Opportunity for new learning
Brand Rule:
– Brands as Cultural Capital, resources
– Brands can aid identity construction
and enter the adolescent repertoire
Psychology
Marketing
Science
Neuroscience
HOW TO
rules,
frameworks,
inspirations

31. Adolescence & doing “being a man”
Lynx
The Psychology:
– Identity construction
– Group member - autonomous
– Adopt behaviours to fit in and be
unique
The Neuroscience:
– Adolescence is a time of intense
neural reconstruction
– Opportunity for new learning
Brand Rule:
– Brands as Cultural Capital, resources
– Brands can aid identity construction
and enter the adolescent repertoire

32. Lynx dramatises this tension
Creating a clear brand world
Empathy
Demonstrates an intimate
and detailed understanding
of dreams, fantasies and
behaviours
Sensory
Objects
Experiential
Cognitive

33. Brands help us manage everyday tensions
As brand managers, we need to understand customer tensions deeply

34. BRANDWORLDS & INNOVATION

35. Brand Worlds: Coherence & Consistency
Cars & Masculinity
The Psychology:
– Personal Identity & Values
– Underpinned by strong emotions
– Masculinity-Femininity fundamental
and powerful
The Neuroscience:
– Neural coherence
– Emotion as index of meaning
Brand Innovation Rule:
– Brand Extensions should maintain
consistent core identity

36. Brand Worlds: Coherence & Consistency
Cars & Masculinity
The Psychology:
– Personal Identity & Values
– Underpinned by strong emotions
– Masculinity-Femininity fundamental
and powerful
The Neuroscience:
Sensory
Objects
– Neural coherence
Experiential
– Emotion as index of meaning
Cognitive
Brand Innovation Rule:
– Brand Extensions should maintain
consistent core identity

37. Cars & Masculinity
PORSCHE CAYENNE
Brand Innovation Rule:
– Brand Extensions should
maintain consistent brand
identity and values
The Case Example:
– Launch of Porsche Cayenne
The Outcome:
???

38. Cars & Masculinity
The whole situation makes me sick.
AHHH. That's it, I am going to go take my
uncivilized, no-sissy-need-apply, nonmuffled 911 out for a wild ride and try to
forget the whole thing
PORSCHE CAYENNE
Brand Innovation Rule:
– Brand Extensions should
maintain consistent brand
identity and values
The Case Example:
– Launch of Porsche Cayenne
The Outcome:
– Outrage in Porsche brand
community at violation of
masculinity
– A „gender-bending‟ extension
The day they started
rolling Porsches off
the line with Tiptronic
and cupholders was a
sad day indeed..
On the subject of when did
carmakers lose their balls.
That one is easy. When the
average male became a
metrosexual and lost his.
Quotes from: Avery, J. “Defending the markers of masculinity: Consumer resistance to brand genderbending” International Journal of Research in Marketing, Volume 29, Issue 4, Dec 2012, p322–336

39. Each archetypal world needs to be coherent
In each world there are some objects that do not belong – for Porsche fans, that
seems to be a cupholder!

40. SUMMARY
INTEGRATING MARKETING‟S LEFT & RIGHT BRAIN
BrandWorlds
•
•
Conscious and non-conscious
Objects, cognitive, sensory,
experiential
Psychology
Archetypes a structure for creativity
Marketing
Science
Neuroscience
‘How to’ frameworks for
HOW TO
rules,
frameworks,
inspirations
•
•
•
Storytelling
Positioning
Innovation
Driven by insights from data

41. Need expert support?
opento offers you:
1
2
Training
Bespoke
consulting
Experts
online
contact:
memberservices
@opento.com
visit: www.opento.com
to access our experts
directly online
contact:
memberservices
@opento.com
3

42. opento: experts online
www.opento.com
@opento