Fighting for brand attention and, even more importantly, the growth of a brand is always a major challenge for brand marketers. Two marketing experts believe that brand growth doesn't necessarily come from traditional brand marketing tactics, such as Internet or point-of-purchase advertising. "Rather, it takes place in the subconscious mind of prospective customers. And their purchasing decisions are much more malleable and easily influenced than many brand leaders realize," write marketing psychology professor Michael Platt and brand growth strategist Leslie Zane in an opinion piece on Knowledge@Wharton.
They continue, "Brands that dominate and are growing in their categories are bursting with a myriad of positive associations." Based on the Human Connectome, which is a complete map of the neural connections in a brain, Platt and Zane have come up with something they call the "Brand Connectome." They suggest that "every brand has its own mini-network of associations composed of every memory a customer has of the brand. These accumulated memories, both positive and negative, form what we call the Brand Connectome. Think of the brand as a tree planting its roots in customers’ subconscious. As the brand grows, it adds more associations and more branches to hold them. And as the branches take root in our memories, the tree spans more of the brain’s terrain."
Platt and Zane believe "The more similar and positive a Brand Connectome is among customers, the more likely they are to recall it — a key component of brand equity and major driver of purchases. In fact, a robust Brand Connectome filled with positive memories is actually the source of what is often referred to as the “emotional connection” to a brand."
Pretty heady stuff... and certainly worth considering.
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