Brand Personality and Brand Purpose Intentionality

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The brand is a social convention and the value of those conventions is really determined by the consumers it's written by the market Nike's a great brand because the unique consolation of attributes that as coalesce to create Nike is valued by the market if these go away then the brand essentially loses its ability to capture the hearts and minds of the audience. Just because you sort of establish brand meaning doesn't mean that you win there's no sort of award ceremony that sort of you know tax on the gold medal that you are the best brand forever. What determines if you're a great brand is if your values and your attributes and your characteristics resonate with your target market at that time or not. If sentiment shift

“Brands really matter, when and only when they matter to consumers. And this is fundamentally a question of human connection.” ~ Matt Johnson

To get under the skin of how branding works, what makes it effective and how to build a successful brand, we talk with Matt Johnson PhD, who is an expert on the human side of business. Matt is a speaker, researcher, and writer specializing in the application of psychology and neuroscience to marketing. We discuss everything from the difference of brand strategy, brand personality and brand meaning, all the way to how brands can get involved in activism.

“What determines if you're a great brand is if your values and your attributes and your characteristics resonate with your target market.” ~ Matt Johnson

Our conversation doesn’t just appeal to marketers, however. In our usual lighthearted style, Kurt and Tim touch on Matt’s love of Arsenal, his appreciation for pumpkin spice lattes, and the music that helps him come up with creative ideas.

As a former guest on Behavioral Grooves, we are delighted to welcome Matt back to discuss branding and marketing. Matt’s recent book, “Branding that Means Business: How to Build Enduring Bonds between Brands, Consumers and Markets” which is co-written with Tessa Misiaszek, provides a really informative overview of the application of marketing in organizations. Listen in to this episode to get a flavor for the expertise that Matt brings to his field.

Behavioral Grooves relies on the support of listeners. If you’d like to be part of the community of supporters of the show, please visit our Patreon page.

Topics

(5:27) Welcome and speed round questions.

(11:48) Why branding is at a crossroads now.

(15:30) What is the difference between brand strategy, brand personality and brand meaning?

(18:45) Why are some brands better at connecting with people?

(25:39) The intersection of neuroscience and marketing.

(27:47) Why Matt thinks we should steer away from the word consumer.

(30:20) How the communication landscape has changed branding.

(34:21) Social identity in branding.

(37:45) How brands can play a part in activism without becoming tribal.

(45:51) Can brands break through the noise?

(48:26) What music would Matt take to a desert island?

(53:10) Grooving Session with Kurt and Tim discussing branding.

Links

Behavioral Grooves on LinkedIn: Behavioral Grooves

Behavioral Grooves on Twitter: @behavioralgroov

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Send Behavioral Grooves an Email: info@behavioralgrooves.com

Support Behavioral Grooves on Patreon: https://www.patreon.com/behavioralgrooves

Matt’s book, co-written with Tessa Misiaszek, “Branding that Means Business: How to Build Enduring Bonds between Brands, Consumers and Markets”: https://amzn.to/3Jk2zdL

Matt’s blog “Neuroscience Of”: https://www.neuroscienceof.com/branding-blog

Episode 177, Matt Johnson & Prince Ghuman on Mid-Liminal Marketing and the Ethics of Applied Neuroscience: https://behavioralgrooves.com/episode/matt-johnson-prince-ghuman-on-mid-liminal-marketing-and-the-ethics-of-applied-neuroscience/

Episode 235, Make Choice Rewarding: Behavioral Insights in Marketing with Matthew Willcox: https://behavioralgrooves.com/episode/marketing-matthew-willcox/

Musical Links

The Beatles “Don’t Let Me Down”: https://www.youtube.com/watch?v=NCtzkaL2t_Y

Pierre Boulez “Livres Pour Cordes”: https://www.youtube.com/watch?v=omeOdqO05W4&ab_channel=EuroArtsChannel