Articles

How to create a cool brand

Coca-Cola Pepsi

I’ll start with the favorite history of neuromarketers. If you followed neuromarketing, you must have heard this story before. And if you didn’t follow, you may well be familiar with it anyway.

The very development of neuromarketing is connected with this story; moreover, it demonstrates the significance of working on brand so perfectly that I have to tell it.

Pepsi Challenge was a marketing campaign launched in 1975, which sought to show that it was Pepsi that had a better taste than Coca-Cola. In so doing, they applied the so-called “blind” method, when in most cases people actually admitted that Pepsi tastes better. Which later proved to be due to the sweeter taste.

The main problem for Pepsi was that when people knew the brand of the beverage they drank, the majority said that Coca-Cola tastes better.

With the development of neuroscience, it became possible to understand why our brain reacts this way. FMRI made it clear that during the “blind” testing the orbitofrontal cortex is activated more intensely.

When people knew that it was Coca-Cola they were drinking, there was a stronger activation of hippocampus and dorsolateral prefrontal cortex. In the case of Pepsi, no such activation was detected.

Put simply, it turns out that during the “blind” testing, people enjoyed the taste itself, but when the brand emerged, it was not the actual taste that mattered, but memory and emotions.

There stepped in somatic (emotional) markers that had been forming in the brain of a particular person throughout his/her entire life, every time he/she experienced some kind of an encounter with the brand (advertising among them). In the case of Coca-Cola, such markers were strong and positive, while the Pepsi brand did not produce so powerful an impact.

Just compare these two commercials. See the difference.

It’s not just about brands. Somatic (emotional) markers are created in response to everything, to enable our brain to save energy by making decisions automatically using these markers.

It’s a crucial understanding of the proper way to work with any brand. It’s only basic knowledge, but even today, a great many specialists working with the brand are overlooking it, being convinced that “there is no such thing as bad publicity”. As a result, we see a huge number of mistakes that lead to spending big budgets on the detrimental to the brand campaigns, and on wages to the “specialists” of the sort.

In this case, at the conservative market (and the sports market is exactly that), when most market players use outdated knowledge, there will be no significant difference evident until sports neuromarketing increases largely everywhere.

To be sure, it is extremely important to have a comprehensive approach both to the branding of the club and to working with fans. If the club sets a goal to earn, it is unacceptable to treat this process without due respect, without creating an additional value for the brand and a unique experience for the fans.

These aspects are settled only by understanding of the way our brain makes decisions, the way our hormones influence our body, as well as the way to create conditions for the burst of certain hormones.

It’s worth pointing out that sport is first and foremost an entertainment for spectators. Unfortunately, very few clubs bear this in mind. Particularly “notable” are umbrella brands like the City Football Group and the Red Bull football clubs. My negative attitude toward them is well-known. Particularly sad is that many marketers admire these brands.

It’s all about their excellent business model and all that staff. But mere neuromarketing testing of the brand perception will produce as sad the results as the situation itself, when some are trying to find a place to still put their petrodollars in, while the others keep on hammering the name of their dubious drinks’ brand into people’s heads by destruction of football.

If you do not want to deal with sports neuromarketing, I’ve got a pretty simple advice for you: respect the things you do and the consumers (fans) you have. You have no idea how helpful this thing alone can be for you (it’s basically evolutionary psychology and hormones behind this whole stuff).

If you are unwilling to spend money on testing with the help of neuromarketing tools, do with your brand whatever stirs up pleasant emotions in you. Do not conduct classical marketing surveys on rather subjective topics, otherwise you risk getting answers that will simply lead you away from the true state of things.

And if you made up your mind to make good use of sports neuromarketing, we will be extremely pleased to create something really unique and effective for you.

Just make your request by sending me a message on E-mail leon@sportsneuromarketing.com, and we will contact you within 24 hours.

 

Best regards,

Leon The Alien

 

SEE ALSO: What is priming and how can we use it in football?

 

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