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Megan Kent Branding Group
14 followers -
Creating Intuitively Appealing Brands
Creating Intuitively Appealing Brands

14 followers
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Nice podcast from Forrester explaining that some brands are finding ways to measure emotion as it relates to the customer experience. Forrester says that gauging your customer’s emotional perception of the cx is turning out to be a significant predictor of loyalty. Seems pretty obvious to me, but happy to see that this important shift from measuring solely rational criteria to emotion is making its way into the research methods of some of the worlds biggest brands (HSBC, United Airlines). http://blogs.forrester.com/maxie_schmidt_subramanian/16-03-09-measure_emotions_in_customer_experiences_to_improve_loyalty
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Bravo Colin Shaw! He helps us understand how customers will pay more for emotional vs. rational brand value. http://customerthink.com/new-cx-measure-to-compliment-nps-net-emotional-value/
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“Digital detox” is the way of the future, we’re even paying money to disconnect! Our brains aren’t built for today’s 24/7 stimulation and are finally fighting back... I've ALWAYS preferred to disconnect! http://www.adweek.com/news/technology/why-do-consumers-increasingly-want-be-less-connected-not-more-169654
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That’s right Bernadette Jiwa: packaging is all about how we make our customers feel! 'Wrappers are the opening line of the brand story'…love this!!!
http://thestoryoftelling.com/clever-packaging/
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Turns out music stimulates a dedicated aural brain pathway (vs speech and other noises); it also acts as a strong “group cohesive. We’re still learning what it means for brands, but it seems there is scientific rationale behind our powerful response to Bernie Sanders’ recent music-based “Look for America” ad...

http://www.nytimes.com/2016/02/09/science/new-ways-into-the-brains-music-room.html
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"Oh happy day!! I'm ecstatic - turns out my biggest vice actually a virtue!!! "I'm not procrastinating I'm thinking" http://www.nytimes.com/2016/01/17/opinion/sunday/why-i-taught-myself-to-procrastinate.html?mwrsm=Email&_r=0
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Life's most persistent and urgent question is, 'What are you doing for others?' - Martin Luther King, Jr.
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Shopper Marketing also now using brain science: reinforces understanding that 95% of shopping and buying decisions are made in the non-conscious - and the five senses are the biggest triggers. http://www.retailcustomerexperience.com/blogs/measuring-the-non-conscious-mind-of-shoppers/
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Neilsen is getting into the business of tracking real-time EMOTIONAL response to communications. Dr. Marci of Innerscope Research (recently acquired by Neilsen) gives an excellent description of how emotions have evolved to help our brains decide. http://www.marketingprofs.com/podcasts/2016/29104/carl-marci-nielsen-neuroscience-marketing-smarts
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