Versión en español, pulse aquí
Happiness: Something you crave since man is man. Happiness: Something that is defined in the dictionary, but you can not define neuroscientists.
Whether we know define a neurological level or not, what we do is clear is that happiness is something coveted. Everyone wants to be happy. It is also somewhat limited. Everyone wants, but few ever be. Moreover, even questions that declares who is really happy. Well, some argue that there is no full happiness, which gives the happiness of a mystery.
In these times in which we live in the information content of each seems to go a bit more than we think is happiness, happiness is something even more desirable if possible.
The brands they know and some, such as Coca-Cola, quite rightly have become true ambassadors of happiness. So while aligning their values with those of precious state gets reinforce pass two values she shares: mysterious and pleasant.
And that is to make your brand, your product, your company becomes desired need not be associated with being happy. Among other things because it will be difficult to dislodge from the post to the popular soft drink brand.
There is nothing that our brain likes more than something that everyone believes is nice (even if you think I do not). Well yes, yes you are: something small. Because if you have it makes you feel unique. If there are many seats to check the availability of a flight nothing happens. If suddenly there are few, then a seat becomes valued. Why gold is worth what it's worth?
However, I must correct my last statement about "taste" of our brain. If there is something that appeals to this more than something nice or something limited or exclusive: a mystery. It is superior to us, we are discoverers innate. We love the mystery. But the unsolved mysteries. When we resolve to lose all interest. If tomorrow we discover what happens in the Bermuda Triangle, ships disappear less and less people, as most are myths that we like to give you generate more mystery to the matter.
They are given in the happiness, all the factors to make something very precious: It is desired and scarce, which makes it unique. But also nice and mysterious (some say it is unreachable or does not exist). Anything that gets gather these factors, be it happiness or be it brand becomes highly valued thing.
Maybe now, after these factors understand why Coca-Cola's success continues. It has been over a hundred years and still works. How is this possible? If times have changed, the context has changed, knowledge has changed, and still at the top.
Much has changed, but has never abandoned exclusivity (no known equal), making it coveted. Everyone thinks it's nice to drink, so we felt valued when they see us with the red mark on her hand, but we like more Pepsi. And what does and be in the Top 1 is that it is mysterious. For no one except two people know how it is made ... Or so we are told.
Showing posts with label branding. Show all posts
Showing posts with label branding. Show all posts
Wednesday, February 13
Wednesday, January 2
Neuromarketing and the value of money
Versión en español, pulse aquí
Most people think that a euro is a euro forever. Or a dollar, a dollar. True, the euro we use in a kiosk is exactly the same with that paid in the gas station. But not worth the same. Both have the same purchasing power, but not the same value.
Take an example. A diamond of 30 euros bought in the jewelry section of a department store, you may have the same cost as one exactly like Tiffanys purchased. But it has the same value. Surely the second still having cost thereof shall be received differently. If we talk about jewelry, not worth the same one euro Tifannys in department stores.
And as this example could put many that occur every day in all sectors. Purchasing power is subject to rules and condition.The value of money is in the mind of the market.
What factors influence the value of a product?. There are many, but I will discuss the most important.
Whenever these are not the staples, do not buy products. We buy things for our environment and the enjoyment and feel better. Yes, I said our environment, not just ourselves. When you do buy a shirt cute to be thinking about people who, often, do not even know. So when does a girl buy a dress. But it is not the same as a dress designer Zara important one. Socially gives us more valuable to take a crocodile, a horse or other animal in the chest. The brand, the main element of corporate experience, influences the value of the product because it indicates a social status.
The mood is another key element in the value of an item. Some days we do not like anything. Others that we like everything, and others where we passed what we're looking for and not what we see. We can not control the minds of our customers. But we can encourage that within our facilities have a good day. So, play with colors, music, lighting and aroma of our establishment is so important. And also why I like to encompass all these elements together with the mark on what I call corporate experience.
Time is also essential. Items lose or gain value as the buyer has more or less quickly. The music, the colors and aroma are elements of the corporate experience that can help "speed up" or "slow" consumer purchases. Also the treatment of staff and customers the same products.
Let the buyer come alone or accompanied, also influences. When accompanied buy, we are continually contrasting the social value of talking at first. So the typical salesman or saleswoman who tells all clients that looks good everything is getting less valued. The client does not want to hear compliments, wants to be able to test whether the reaction cause that so far, only lives in your mind.
To control all these factors, as I moved forward, it is essential to properly manage the corporate experience. In addition to the elements already described, this is composed of others, such as: the client, personal branding, error handling and channels on and off line, among others. Sell and loyalty means that the client has more perceived value in our products and services in competition. The Corporate Experience is the tool that will help do that.
Most people think that a euro is a euro forever. Or a dollar, a dollar. True, the euro we use in a kiosk is exactly the same with that paid in the gas station. But not worth the same. Both have the same purchasing power, but not the same value.
Take an example. A diamond of 30 euros bought in the jewelry section of a department store, you may have the same cost as one exactly like Tiffanys purchased. But it has the same value. Surely the second still having cost thereof shall be received differently. If we talk about jewelry, not worth the same one euro Tifannys in department stores.
And as this example could put many that occur every day in all sectors. Purchasing power is subject to rules and condition.The value of money is in the mind of the market.
What factors influence the value of a product?. There are many, but I will discuss the most important.
Whenever these are not the staples, do not buy products. We buy things for our environment and the enjoyment and feel better. Yes, I said our environment, not just ourselves. When you do buy a shirt cute to be thinking about people who, often, do not even know. So when does a girl buy a dress. But it is not the same as a dress designer Zara important one. Socially gives us more valuable to take a crocodile, a horse or other animal in the chest. The brand, the main element of corporate experience, influences the value of the product because it indicates a social status.
The mood is another key element in the value of an item. Some days we do not like anything. Others that we like everything, and others where we passed what we're looking for and not what we see. We can not control the minds of our customers. But we can encourage that within our facilities have a good day. So, play with colors, music, lighting and aroma of our establishment is so important. And also why I like to encompass all these elements together with the mark on what I call corporate experience.
Time is also essential. Items lose or gain value as the buyer has more or less quickly. The music, the colors and aroma are elements of the corporate experience that can help "speed up" or "slow" consumer purchases. Also the treatment of staff and customers the same products.
Let the buyer come alone or accompanied, also influences. When accompanied buy, we are continually contrasting the social value of talking at first. So the typical salesman or saleswoman who tells all clients that looks good everything is getting less valued. The client does not want to hear compliments, wants to be able to test whether the reaction cause that so far, only lives in your mind.
To control all these factors, as I moved forward, it is essential to properly manage the corporate experience. In addition to the elements already described, this is composed of others, such as: the client, personal branding, error handling and channels on and off line, among others. Sell and loyalty means that the client has more perceived value in our products and services in competition. The Corporate Experience is the tool that will help do that.
Wednesday, December 5
What is the taste of your company?: The taste and Neuromarketing
Versión en español, pulse aquí
At other times we talked about the importance of scent marketing. Explaining how and why we can integrate it in brands and outlets. Ultimately, the importance of the sense of smell.
We also discussed the role of music and therefore ear. Of course, the view, the sense used in marketing. And how necessary it is to touch the products. In other words, the sense of touch. This means we have dedicated posts to, sight, touch, even when I call the sixth sense, but what about the fifth?.
Taste is also a very powerful sense and its use can help sell, but what we market is not edible.
We've all experienced some evocative power of taste. Who does not go to a particular restaurant by how well there made a recipe. One that we can eat in many places, but there knows there special. Who has not eaten after the passage of the years some cookies that taste reminds us that mom gave us as children. Or has missed the taste of the old, because everything before I knew better now (or so we think many times).
That evocative power, the power to transport us in time, making us relive sensations and feelings known, as also happens to smell, is the most interesting for companies and brands.
These low-quality candy that nobody wants, put on the table where it serves customers, not the most appropriate to achieve our purpose. But maybe, until now, did not think it could be a sales tool.
A commercial invites so seemingly innocent, to your prospect to a candy in his pocket. Coincidence?, Maybe. But it also might be doing brand. If the candy is unusual, it is a different flavor, quite possibly the commercial customer and remind the company that represents him. It may also be that the candy is especially good, but with a familiar flavor. O with hints of familiar flavors. Then, in addition, the client will remember when we taste something, but do not speak weeks with us.
The flavor that we choose must be in harmony with the rest of the experience that the customer want to live with us. Our corporate image, the smell of our brand, the music, the packaging of our products and flavors present in any part of the sales process, should be focused to be present in the customer's mind.
It does appear the first Google if the customer's mind are the last. The first help attract new sales, but the latter helps to build loyalty. Reaching the customer with the five senses helps the "Mental SEO".
And how I can find out what the client feels in your experience with me?. Applying neuromarketing to what I like to call "Corporate Experience" (a step beyond the simple shopping experience), as we have had in previous posts, we mind that positioning, even more effective.
Now that the Christmas season is approaching and everyone puts sweets dates to remember we are in Christmas, why not put other customers remember who we are, or what we do. Why not design one with neuromarketing Corporate Experience to help us be in the top 5, but in the customer's mind?.
At other times we talked about the importance of scent marketing. Explaining how and why we can integrate it in brands and outlets. Ultimately, the importance of the sense of smell.
We also discussed the role of music and therefore ear. Of course, the view, the sense used in marketing. And how necessary it is to touch the products. In other words, the sense of touch. This means we have dedicated posts to, sight, touch, even when I call the sixth sense, but what about the fifth?.
Taste is also a very powerful sense and its use can help sell, but what we market is not edible.
We've all experienced some evocative power of taste. Who does not go to a particular restaurant by how well there made a recipe. One that we can eat in many places, but there knows there special. Who has not eaten after the passage of the years some cookies that taste reminds us that mom gave us as children. Or has missed the taste of the old, because everything before I knew better now (or so we think many times).
That evocative power, the power to transport us in time, making us relive sensations and feelings known, as also happens to smell, is the most interesting for companies and brands.
These low-quality candy that nobody wants, put on the table where it serves customers, not the most appropriate to achieve our purpose. But maybe, until now, did not think it could be a sales tool.
A commercial invites so seemingly innocent, to your prospect to a candy in his pocket. Coincidence?, Maybe. But it also might be doing brand. If the candy is unusual, it is a different flavor, quite possibly the commercial customer and remind the company that represents him. It may also be that the candy is especially good, but with a familiar flavor. O with hints of familiar flavors. Then, in addition, the client will remember when we taste something, but do not speak weeks with us.
The flavor that we choose must be in harmony with the rest of the experience that the customer want to live with us. Our corporate image, the smell of our brand, the music, the packaging of our products and flavors present in any part of the sales process, should be focused to be present in the customer's mind.
It does appear the first Google if the customer's mind are the last. The first help attract new sales, but the latter helps to build loyalty. Reaching the customer with the five senses helps the "Mental SEO".
And how I can find out what the client feels in your experience with me?. Applying neuromarketing to what I like to call "Corporate Experience" (a step beyond the simple shopping experience), as we have had in previous posts, we mind that positioning, even more effective.
Now that the Christmas season is approaching and everyone puts sweets dates to remember we are in Christmas, why not put other customers remember who we are, or what we do. Why not design one with neuromarketing Corporate Experience to help us be in the top 5, but in the customer's mind?.
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