Versión en español, pulse aquí.
Today all of us involved in the world of marketing do not doubt the ability of the brand as a vehicle for communication of corporate values. When we create or redesign brands our obsession is to transmit the values which are intended to link to it. After creating the brand, we take special care where brand appears and how to do so it is not inconsistent with his attributes. Remember how just a few days ago major firms withdrew their advertising during the issue of a popular tabloid television program in prime time in Spain (La Noria). Why?, because they don't want to associate their brands to the values of that program.
Corporate values are the same as the content to be a good book to the brand. We study the shapes, colors, words, expression, fonts .... If the brand does not transmit is incomplete, blank, it's a blank book, or worse i'ts a boring book. Transmit .... we insist on that, transmit, .... But ... Why transmit?. All the attributes that we associate with a brand exist outside of it, are already in the mind of the consumer. A brand does not teach to be happy, the consumer knows what he feels when he is happy, a brand has to make the customer feel happy, you have to live that feeling that you know, so a brand must not transmit, a brand must EVOKE. The customer has to relive the experience of the values associated with the brand and to get them out of dormancy in which they find themselves in his mind, but ... How to do it?.
Human are emotional, we move through emotions and impulses (we talk about this another day). Know emotions undoubtedly help us learn to evoke feelings and make our targets live the experience of brands.
We must continue to pay close attention to the shapes, colors, spaces, but without neglecting other potents vehicles of transmission of emotions like the smell and music.
The olfactory bulb, connected to the smell, is part of the limbic system (a network of interconnected structures) and is directly connected to the nervous system central. Thanks to this structure, the limbic system gives instinctive responses in a more non-conscious than conscious level, is also related to the interpretation of sensory impulses from the area of thought (neocortex). Physiologically, the smell is a powerful tool to evoke feelings and emotions even without the individual being aware of it. Who did not have a good memory with the smell of a perfume, wet grass or the smell of the sea?. The smell is "a great evocative" of emotions. Use smells for brands is definitely a hit, it evokes quickly and effectively, if the smell has been a good choice, of course. Burger King placed air fresheners in their establishments with a slight smell of grilled meat (yes, the smell does not come from the grills because it is quickly absorved by the smoke extractors in the kitchen). To evoke, without doubt, smell is a very powerful weapon, maybe that explains why the man almost from its origin has manufactured perfume.
Music is another great tool to evoke feelings, we have evidence of this in the movies, have you tried to watch a movie, leaving the dialogue but removing the soundtrack?, Content and the players remain the same, but the emotion is less. The director uses music to help us to feel joy, fear, tension, relaxation, not just see a film being spectators we live a story, we live an experience. This is precisely what we want with the brands, getting consumers to live an experience. Ignore the music in branding is to give back to a great opportunity to evoke feelings. Some patients with aphasia who can not speak coherently, but can sing, recognize melodies, sing and use them to communicate in place of the word, which can't use. The music is certainly another point to add to the various components of a brand, with the smell, music has great power to evoke feelings.
Neuromarketing uses neuroscience advances to apply to the world of marketing. Understand how we feel and what happens in our brain in certain circumstances helps us find new vehicles, such as music and the smell, to convey the brand (which is a product) to consumers more quickly and effectively. Neuromarketing is an evolution of marketing, not replacing it, complete it, improve it, evolve it to approach the consumer. Marketing 3.0 has arrived.
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