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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
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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来自： tealover99 > 《待分类》
