Users as real people
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Transcript of Users as real people
© Copyright comOn Group (comOn, SA) 2015
U S E R S A S R E A L P E O P L E
r i c a r d o . f o n s e c a @ c o m o n . p t B r a n d s t r a t e g i s t
P h D i n p s y c h o l o g y
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E V E R Y B U S I N E S S I S A H U M A N B U S I N E S S
N O T E # 1
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From Interior Design to Management or ioT, knowing how people think, feel and behave is a business advantage because 99% of all kinds of
businesses are human businesses.
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In Marketing and Advertising this is no exception
Knowledge from psychology helps us answer multiple questions:
Why people use tablets in the evening?
Why is my brand perceived as “cold”?
Why people don't share the post of my Facebook page?
Why conversions rates decreased?
Why price strategy isn’t working?
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Psychology’s legacy in advertising over time:
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N O B E L P R I Z E E C O N O M I C S
The way we choose a brand, make purchase decisions or
form impressions about others is often less rational than we
think. We don’t like to spend a lot of time thinking about
possibilities, scenarios, etc. We like (and need) to be agile.
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DEFAULT(
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P I O N E R I N G B R A N D S
Some leading companies are already turning human
understanding in business advantage.
(in script writing) (in problem solving) (in changing behaviours)
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I N S U M
There is a lot of room for innovation when one brings
psychology principles in the way marketing, business and
communication is thought out. Room for competitive
advantage.
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H O W ?
Let’s start by deconstruct some marketing buzzwords using
the psychology lens.
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P O S I T I O N I N G
N O T E # 2
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f r o m a b u s i n e s s p o i n t o f v i e w
It’s the image that differentiates a brand from its
competitiors’.
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f r o m a p s y c h o l o g y p o i n t o f v i e w
To organize reality in mental scripts that adapt us to different contexts
Restaurante Comer
Sala de aulas Aprender
Cinema Entreter
Restaurant
Classroom
Cinema
Eating
Learning
Entertain
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W h a t a b o u t b r a n d ?
The same happens with brands.
Our mental maps organize brands more in terms of how they can
help us adapt to environment (“What is the value of this brand in
my life?”) than in terms of which market category they belong.
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Nike Correr
Disney Entreter
Uber Facilitar
OK! ????
Running
Entertain
Facilitate
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U n c o n s c i o u s e f f e c t s
The power of a positioning is so strong that it guides our
behaviours and beliefs beyond our levels of awareness.
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Mais rápidos.Mais destemidos
Red Bull deu-lhes asas
Posicionamento pelo benefício funcional
(energia)
Faster Fiery
Red Bull gave them wings
Functionality-based positioning
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Preço Desconto(0,89€)
Preço Normal(1,89€)
Mais lentosMais erros
Cheap price = Cheap Brand
Posicionamento pelo atributo do produto (preço)
Slower Less accurate
Cheap Brands = Cheap Prices
Price-based positioning
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N e x t t i m e y o u t h i n k a b o u t y o u r b r a n d
Can I be the Gillette of my market category?
Can my brand help people adapt to environment? how?
What are the unconscious effects promoted by the positioning of my brand?
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T O P O F M I N D
N O T E # 3
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f r o m a b u s i n e s s p o i n t o f v i e w
It is the effort to make a brand remembered.
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f r o m a p s y c h o l o g y p o i n t o f v i e w
To make information accessible and salient in memory.
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Our memory operated in associative network.
When a node (a word, for instance) is activated, others are automatically activated as well.
Repetition increases accessibility and promotes System 1 usage.
Accessibility and salience are important because they can drive decision-making processes.
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U n c o n s c i o u s E f f e c t s
Repeating a message has multiple effects that operate below our
levels of awareness. And sometimes we don’t even know how to
explain it. Like that one song that we listened on the radio once and
we didn’t like it. But after hearing it two or three times, we love it.
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Repetição aumenta:
Perceção de Verdade
Repetition increases the truth effect
Repeated information is perceived as more truthful than new information
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Repetition increases liking
Repeated information is more liked than new information. This is one of the most replicated findings in psychology.
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What is my brand’s associative network?
What is the level of familiarity with my brand?
What arguments or ideias or pieces of information should I repeat?
N e x t t i m e y o u t h i n k a b o u t y o u r b r a n d
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C O N S I S T E N C Y
N O T E # 4
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f r o m a b u s i n e s s p o i n t o f v i e w
it is the cohesion that a brand has every time it
communicates.
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f r o m a p s y c h o l o g y p o i n t o f v i e w
It is everything people want and need in their lives.
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W H Y :
We seek balance (homeostasis principle).
We avoid cognitive dissonance at all costs.
Basic human need as social beings.
- we are always looking for inconsistencies in others.
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B r a n d c o n s i s t e n c y
Regarding brands, things get even more complicated, especially
now that they are so exposed in social media.
It only takes one bad move, to start a war.
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When was the last time you read your brand’s Facebook comments?
When was the last time you thought you were somehow inconsistent?
N e x t t i m e y o u t h i n k a b o u t y o u r b r a n d
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I n s u m …
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Next time you wear your brand’s shoes - whether if you have to make a board decision, talk to a colleague from another department, approve an ad campaign or answer a fan on social media, bare in mind that…
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Nowadays, brands survive if they think of consumers as real people who:
Think using system 1 Expect a purpose from brands to make their lives easier
Need consistency in the world
Look for experiences made for people, just like me and you.
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