Phenomena

Brands

Apr 26, 2023

Brands play a fundamental role in shaping social identities. Neuroscience can teach us about brand perception and challenge core views of marketeers. Big brands can learn from small brands about approachability. The power of context on consumer behavior can be observed through a study about popcorn. Neuroimaging technologies are used to study consumer decision-making.

40:52

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Quick takeaways

Consumers categorize brands into three main buckets: big brands, small brands, and connected brands, each with their own distinct strategies to succeed.

Big brands need to have an inspiring story, reliable products, and make a positive impact, while small brands differentiate themselves through straightforward storytelling, unique products, and approachability.

Deep dives

The Importance of Understanding Brands' Role in People's Lives

This podcast episode explores the significance of brands and their impact on people's lives. Philip Lau, a partner at Red Associates, discusses a study conducted to understand how brands matter to people across various categories. The study revealed that consumers categorize brands into three main buckets: big brands, small brands, and connected brands. Big brands need to have an inspiring story, reliable products, and make a positive impact to succeed. Small brands differentiate themselves by telling a straightforward story, offering unique products, and being approachable. Connected brands build communities and empower consumers while seamlessly fitting into their lives.

Introduction

4min

Understanding How People Connect to Brands

19min

Closing the Gap: Understanding Consumer Perception

7min

Differentiating Through Deeper Brand Values

3min

Embracing Polysemy: What Big Brands Can Learn from Small Brands

2min

The Role of Neuroscience in Consumer Decision-Making

7min

People use brands to shape social identities. We see this time and again in our work, as we help brands figure out how to deliver more value to their consumers. But what role fundamentally do brands play in people’s lives, and why do some resonate better than others? In this episode, host Eliot Salandy Brown is joined by ReD partner Filip Lau, to share ReD’s latest thinking on brands, the shifting perceptions around them and the different expectations consumers have of brands across categories and sectors. Eliot is also joined by Matt Johnson, PhD – a neuroscientist, speaker, and author of Branding That Means Business and Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains – to discuss what neuroscience can teach us about brand perception and how the latest science challenges the core views of many marketeers. What are the key questions brands should ask themselves to better connect with their consumers? What lessons might brand giants take from small, nimble players about approachability? And finally, what can a study about popcorn teach brands about the power of context on consumer behaviour?

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Phenomena

Brands

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

The Importance of Understanding Brands' Role in People's Lives

The Challenges of Understanding How People Connect with Brands

Differentiating Big Brands

The Significance of Small Brands and Connected Brands

Remember Everything You Learn from Podcasts