As humans we simply don’t have the time or brain capacity to make all our decisions consciously and rationally using System 2 thinking.
That is why, when it comes to everyday brand purchases, the majority of our decision-making is driven by our subconscious minds, using instinctive, System 1 thinking.
And even when it comes to more significant purchases, we still tend to rely on subconscious intervention to guide us towards the final purchase decision.
This means that in order to become part of our consideration set a brand must be capable of appealing to our subconscious mind as well as our conscious one.
Subconscious appeal requires high levels of brand saliency, impact and differentiation, delivered via the brand’s:
However, as every marketer knows, achieving brand stand-out has never been more challenging.
That is where Brandspeak comes in.
Whether you are developing a new B2C or B2B brand, or re-energising an existing one, Brandspeak’s brand research toolkit and experience will enable you to successfully access instinctive, emotional, System 1 thinking.
We’ll help you ensure your brand is both salient and differentiated by:
Defining the brand needs, expectations and behaviours of your target customers – including the intuitive, emotional ones that are critical to System 1 thinking.
Identifying the nature of the brand positioning that best reflects the priorities of your consumer and the weaknesses of your competition.
Identifying the most important KPIs to monitor how brand is performing versus strategy and in relation to the competition.
Benchmark your competitors – to determine the extent of their brand salience and differentiation across the different elements of the marketing mix.
Determining the brand values, personality and essence best able to support your positioning.