For marketing with real precision
You have to comprehend decision
How we decide is the hidden key
To understanding you and me
For fifteen years we've enjoyed pioneering
Now it's our birthday, thanks for cheering
We've gathered our wisdom in this gift
So your brands can benefit from a GIANT-SIZED LIFT
We hope that you read it, enjoy it, deploy it
The proof's in the profit, so go on, employ it
1. We think much less than we think we think
At reasoning we humans stink
We make decisions in a blink
Persuasion and action? There’s NO LINK
We think much less than we think we think
2. From left-brain, right-brain to feeling fast-&-slow
You might believe our brains are split:
A thinking ...and a feeling bit
With power shared between the two
The problem is, that just ain't true
The systems don't have equal voices
The FAST one-FEELING-makes most choices
Don't try and reason with the rider
The elephant's the real decider
3. Sex, status and survival
Maslow's Hierarchy of Needs
Supposedly dictates our deeds
Forget all that-what really drives us
Is sex, status and who survives us
THESE PRIMAL URGES, strongly felt
Were mostly laid down on the veldt
It turns out that we're just monkeys
Which is bad news for Maslow junkies
4. Aim for fame and fortune follows
If brands come readily to mind
Then profit won't be far behind
All round the world, the rule's the same
Your only objective-AIM FOR FAME
When your brand needs that fame ignition
You can't rely upon cognition
Replace your message with pure emotion
And really KICK up a Commotion!
5. Seduction not persuasion is the swiftest route to fame&fortune
Speak to the heart,
Don't bother the brain
A 5-Star ad
Means five times the gain
For rational ads
3-Stars is the ceiling
Make 5-Stars your aim,
SURRENDER TO FEELING!
6.Creative execution IS your big idea
You want to test A BIG IDEA?
You're on a wild goose chase, I fear
5-Star ads that cause commotion
Need more than a conceptual notion
Market share redistribution
Is all about your execution
7. 60% brand-building 40% activation
5-Star brand communications
Yield more with in-store activations
Online or offline, big brands or small
One spending rule applies to all
SIXTY PERCENT to build your brands
The rest to get them in people's hands
8. Penetration-not loyalty-drives growth
Congratulations! Your ad's 5-Star!
It's time you spread it near and far
Close targeting and segmentation
Is no way to reach the nation
Winning ads are hard to make
Go far and wide, for pity's sake!
To grow a brand you need to get
The people who don't buy you yet
Loyalty segments such you dry
Forget the slices-GROW YOUR PIE!
9. Surprise x emotion drives virality
If going viral's the holy grail
How to succeed where many fail?
Crank up the feelings and GIVE IT A TWIST
They'll pass it on-they can't resist
10. Framing drives choices
Give people a nudge
And their CHOICES WILL BUDGE
Smell, sound and vision
Can shift a decision
How prices are laid out
Affects what gets paid out
So frame offers right
For shopper delight
11. Copying drives success
To dodge stressful deliberation
People rely on imitation
To know what you are going to do
Just ask the people next to you
To raise your growth above the mean
Get your brand shared, MAKE SURE IT'S SEEN
12. Distinctiveness not differentiation drives decisions
A truth that must be plainly stated
Brand differences are overrated
The branding messages you spout-
Consumers mostly tune them out!
Instead, it seems that growth is linked
To things that make a brand distinct
The little stuff that leaps to mind
And makes you EASIER TO FIND
13. UHTs(Universal Human Truths) not USPs
Traditional marketers agree
A product needs a USP
At BrainJuicer, we say 'Beware!'
Customers frankly DO NOT CARE
Ads of a rational proclivity
Do not help price sensitivity
Aim for 5-Stars, don't stop at 3!
Think human truths-your UHT
The need for paly, or love of Mum
Tied to your brand for years to come
14. Fun, fast and easy
Thinking through choices drives us bats
It's what swimming is to cats
So mostly people can't be fussed
We only do it if we must!
Humans reply on WHAT FEELS BEST
Make sure your brand can pass that test
Complex choices leave us queasy
Make picking it fun, fast and easy
15. System 1 research predicts fame; System 2 research doesn't
Two systems, say Amos and Dan
Explain the decisions of man
The slow system skives
While that FAT system drives
So we don't act according to plan
The behavioural sciences reveal
What standard research will conceal
So what must be done?
EMBRACE SYSTEM I
Just measure how people feel
If you want your brands to carry on winning
These15 poems were just the beginning
We're writing a book stuffed with proven ideas
For 5-Star marketing that pays off for years
It will challenge the norm, it will make you smile
It will go to the top of your reading pile
Just drop us a line with your email address
And we'll make sure you get one hot off the press
This birthday booklet has set the scene
Watch out for ' ComMotion' in 2015
2015 BrainJuicer Group PLC. All rights reserved.
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