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The Unmistakable Creative Podcast
Best of 2023: Chloé Nwangwu | Engineering Visibility: A Behavioral Science Approach to Branding Part 2
Dec 22, 2023
45:22
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Behavioral science expert in branding, Chloé Nwangwu, discusses the advanced components of behavioral science in branding, including brand positioning, design mapping protocol, and real-world applications. They explore the impact of narrative and sequential chain of motivations, the challenges of using data for branding, the significance of context, categorizing people based on motivations, utilizing network analysis for behavior change, building a technology tool for analyzing podcast guests, and insights on social media and aging.
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Quick takeaways
- Understanding different segments' motivations allows for effective framing of messages and identification of salient aspects for behavior change.
- Rather than traditional niche marketing, focusing on motivational drivers and environmental factors can provide a more effective alternative for behavior change.
Deep dives
Understanding Motivations and Impact Narratives
The podcast episode explores the importance of organizing data based on motivations and analyzing different groups of motivations within the data. By understanding the motivations of different segments, the speaker can identify the impact narratives and sequential chains of motivations that individuals need to go through to achieve their desired outcomes. This knowledge allows for effective framing of messages and the identification of the most salient aspects for each group.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode