11:30 AM
We're mostly unconscious. What? Yes, it's true. As scientists have predicted, our conscious mind only accounts for around 10-15% of brain activity, with much about the unconscious mind to be explored. This strange but true fact was the first of many presented by speaker Daryl Weber. In his brief presentation, Weber shared many ties that marketing has to psychology. As he stated, humans are very irrational in our decision-making process and often we can be exposed to influences without us even knowing it. Weber even gave one example in which the type of music played in a liquor store influenced the purchasing decisions of certain brands/types of wine. He went on to say that brands connect representative ideas & images with unconscious interconnected images/ideas. One way in which modern advertising does this is through emotional connections, effectively dubbed "sad-vertising"
To succeed in unconscious marketing, one must:
- Probe the unconscious
- Build a 'brand fantasy' (the ideal future version of the brand)
- Make sure everything you do builds towards the same idea
Weber also took the time at the end of his presentation to plug his new book, Brand Seduction which is set to be released on Amazon on April 25th, 2016.
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