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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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.
To effectively manage impressions and influence behavior change, brands need to implement strategies informed by cognitive biases, behavior drivers, and network dynamics.
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.
The Importance of Context in Brand Perception
Context is a critical element that is often overlooked when seeking advice or following prescriptive solutions. The perception of a brand depends on the unique context in which it operates. To bridge the gap between perceived brand image and desired image, it is essential to analyze how the brand is currently perceived and determine the necessary changes in impression management. A flexible single-source truth document can help collaborators understand and align with the brand's desired perception in various contexts.
Discovering the Gap in Brand Perception
To identify the gap between desired brand perception and the current perception, it is important to ask the right questions and explore motivations and behavior drivers. A coding process is utilized to analyze qualitative and quantitative answers, filtering them through existing knowledge of cognitive biases and motivations. By understanding the contextual and behavioral nuances, brands can create an informed compass to navigate their unique context.
Closing the Gap Through Visibility Management
Visibility management involves implementing strategies to effectively manage impressions and influence behavior change. By documenting and organizing every element required to engineer the desired impression, brands can create a visibility management studio or center. This serves as a single source of truth and empowers collaborators to contribute towards achieving the brand's desired perception and influencing behavior in the target audience.
The Need for Context-Aware Influence Management
Influence management goes beyond creating a desired impression. Brands must also consider the behavioral and network science aspect of influencing their target audience. Understanding network science principles can aid in cultivating influence and reaching the desired audience effectively. To create lasting success, influence management must be tailored to the unique context of the brand while considering cognitive biases, behavior change, and network dynamics.
In this episode of The Unmistakable Creative Podcast, we delve into 'Engineering Visibility'. Our guest is the remarkable Chloe Nwangwu, a public speaker and brand consultant with a unique blend of expertise in tech, digital media, design, and conflict mediation.
Chloe's unconventional journey has taken her into the rooms where pivotal decisions are made. From advising small island nations to the first refugee delegation to the UN, she has witnessed the challenges underdogs face in these high-stakes environments. But Chloe doesn't just observe; she equips. Using her international mediation toolkit and methods grounded in brain and behavioral science, she's creating a systematic change.
In this episode, Chloe shares her strategies for engineering visibility in branding. She discusses her proprietary brand positioning to design mapping protocol, a tool that has successfully assisted clients in translating goals, desired outcomes, demographics, and relevant psychographics into neuro-rich visual communication.
Join us as we explore the elements of Chloe's behavioral science approach to branding, and how it
can influence public perception and drive organizational change. This episode is a must-listen for anyone interested in the intersection of behavioral science, branding, and social impact.