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The Unmistakable Creative Podcast

Best of 2023: Chloé Nwangwu | Engineering Visibility: A Behavioral Science Approach to Branding Part 1

Dec 21, 2023
55:29
Snipd AI
Chloé Nwangwu, a brand consultant with expertise in tech and conflict mediation, discusses engineering visibility in branding, using brain and behavioral science. Topics include the challenges faced by underdogs in high-stakes environments, strategies for creating behavior change, and the importance of visibility and impression management in branding.
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Podcast summary created with Snipd AI

Quick takeaways

  • Engineering visibility in branding requires a deep understanding of behavioral science and the use of neuro-rich visual communication.
  • Analyzing the unique context in which a brand operates is crucial for bridging the gap between perceived brand image and the desired image.

Deep dives

Understanding the Engineering of Influence

Influence doesn't just happen, it is often engineered. The concept of visibility engineering comes from the idea that brands need to create a strong presence that captures attention despite the crowded environment of the attention economy. Behavioral science plays a crucial role in understanding the context in which behavior change occurs. To be successful in generating influence, brands need to recognize the biases that impact visibility, such as under-recognition and cognitive biases. By analyzing current brand perception and understanding desired behavior change, brands can create strategies to bridge the gap and manage impressions effectively.

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