Branded Memory vs. Branded Experience by Samantha Moore, Ralph Blessing, Ameritest #ISC2015 #MRX

MRALive blogged from the 2015 MRA Insights & Strategies Conference, June 3-5, 2015 in San Diego. Any errors or bad jokes are my own.

  • Experienced self vs remember self and research techniques for each
  • System 1 thinking is fast thinking, operates automatically and unconsciously, no sense of voluntary control, instincts that we share with other animals
  • System 2 thinking is slow thinking, controlled processes, requires focused, effortful attention, involves choice
  • System 2 makes the final decisions but is heavily influenced by system 1
  • System draws upon memories created by experiences when making suggestions
  • When someone disturbs you during a movie, you might not like the movie. It was the experience that ruined the movie, not the movie.
  • You don’t remember every meal during a holiday, you remember the holiday overall
  • Research techniques can measure experience or memories, and consider system 1 and system 2
  • Experience system 1 – eye tracking, facial response, brains waves, heart rate
  • Experience system 2 – dial meter, channel switching
  • Remembered system 1 – picture sort, copy sorts, flash test/t-scope [wow, does anyone still use a tachistoscope?]
  • Remembered system 2 – brand linage, purchase intent, liking, rating, open ends
  • In an ad, the most remembered part is the outcome. Hopefully that’s the brand queue. But the most remembered part is the one with the most emotion.
  • Watch Eleanor Maguire from University College London on YouTube – what in the brain controls memory
  • Important to use visuals to access memories
  • Great brands deposit into all three long term memory banks – procedural memories (know how), semantic memories (knowledge), episodic memories (recollections)
  • Procedural memory is when you just grab the box of tide because you always grab that one – all the time you spend changing your package might not be recognized by your loyals
  • You know a brand even when the brand name is not shown
  • Do – is seeing a lime in a beer bottle, think is seeing the brand name Corona, Feel is seeing two people on a beach (remember that commercial now?)
  • Now consider Target – data theft, opening and closing in Canada, adding grocery to the store
  • Target found the “shopping with your girl friends” was the best in store feeling, the key in moment feeling. Also tapped into the “do” component. Must recapture the fun of shopping with friends and using technology to enable it. This positioning increased store traffic by 23%
  • Make communications easy to get
  • Don’t rely on measuring immediate experience only, look for long-term branded memories,
  • Memories are largely created by visuals and so are best retried visually
  • Build all three types of long-term branded memories
  • Insights that 90% of people agree with are just vanilla – find your unique target, consider letting go of some consumers to build up your brand.
  • Assign pictures to the key strategic words that define your brand.
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