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Marketing & Behavioral
Science
Using Behavioral Science to Research,
Create and ManageYour Brand
1
Interrupting AcademicTheory
2
Behavioral science: The
empirical study of human
behavior and decision making
Marketers can
apply insights
from behavioral
science to their
research and
branding
Compiled by author from source: essentialdesign.com
Human Behavior
Psychology
Economics
Sociology
Anthropology
Neuroscience
Political
Science
The practical study of
human behavior and
decision making, covers
the disciplines of
Compiled by author from source: essentialdesign.com
3
Behavioral
Science Insights
Creating the
best product
Reaching users
who want that
product
Managing an
ethical
organization
Great innovations are
possible when
behavioral science is
applied to a company’s
three primary
functions:
Compiled by author from source: behavioralscientist.org
4
Strong Brand Personality
Research shows that we see brands as
people
A strong brand personality builds a
strong emotional connection
It develops long-term relationships and
builds loyalty among existing customers
Check the brands
you admire and
look up to
What is it about
them that stands
out?
What makes
them unique?
What do you
admire about
them?
5
Compiled by author from source: behavioralscientist.org - blog.designcrowd.com
BehavioralTraits?
Over time, it
helped us survive
by passing on our
genes to our
ancestors
In order to attract
potential mates,
we needed to
posses certain
traits
Behavioral traits:
Friendliness
Thoughtfulness
Trustworthiness
6
Not Just PhysicalTraits
Compiled by author from source: behavioralscientist.org
The Science of How Our Brains Work?
We have become
good at many
essential activities
that helped us
survive and
reproduce
Pursuing food
Building human connections
Inventing new things
Including tools to protect us
7
Compiled by author from source: behavioralscientist.org
Product Persona
Openness
Conscientiousness
Extraversion
Agreeableness
Neuroticism
Recently, personality
researchers have
classified our dominant
personality traits
8
They fit into
5 different
categories
Compiled by author from source: behavioralscientist.org
Brand Persona
9
Regardless of what product your company releases, you’re delivering a persona
Research in personality, integrity, and the evolutionary foundations of our
behavior offers a framework to build your company’s persona
Just like marketing personas are versions of the ideal customer, brands can be
perfectly fashioned using the findings of behavioral science
Compiled by author from source: behavioralscientist.org
Brand PersonaVersus Image
Brand Personality
• It is the personification of your brand
• Assigning human personality characteristics to
your brand in order to differentiate it from the
rest of the competition
• It is the way a brand 'speaks' and 'behaves'
Brand Image
• The brand personality is different from a brand
image
• It is the impression of a product held by real or
potential consumers
• Basically a reflection of the brand's physical
and functional attributes
10
Compiled by author from source: blog.designcrowd.com
Products as People
Creating the Best Products
11
What DoYou Want
Your Brand to
Convey? What elements
make up each and
every one of us?
Appearance
(physical
characteristics)
Intellect
Personality
Values
Think of building a brand
or product as the
process of designing a
person
12
Compiled by author from source: behavioralscientist.org
Creating the Best
Product
How will you determine
the mixture of traits that
will best attract your
customers
13
Appearance is pretty
much self-
explanatory
Same with intellect
But personality and
moral beliefs is where
our partialities vary
Here is where we
have some flexibility
to design a unique
person, one who will
attract others
Compiled by author from source: behavioralscientist.org
Positive Brand
Characteristics
7. Invest in people
6. Agile
5. Know their audience
4. Make mistakes
3. Have a personality
2. Listen to other humans
1.Value relationships
Brands should care, just
like humans do
14
Compiled by author from source: pammarktingnut. com
BrandsThink Like
Humans
Human brands have
people on the inside that
think like humans, not like
a cash register or
corporate building
15
They also care about their:
Needs Wants Problems Desires
They care if the humans they engage
with are:
Happy Sad Satisfied Upset
Compiled by author from soruce: pammarketingnut.com
Reflection of
Values Case in
Point
McDonalds wouldn't
want to promote a
personality of being
responsible and
wholesome because
their brand is more
about instant
gratification
Instead they have
chosen a
personality that is
fun and happy
which is in line with
what they offer
Coordinate your brand
personality with your
brand identity
16
Compiled by author from source: blog.designcrowd.com
Wholesomeness
Case in Point
Dove
promotes
pureness,
feminism, and
body positivity
You will be
loyal to the
brand,
especially if
you share
these values
This develops
long-term
relationships
among
customers
A strong brand personality
builds a strong emotional
connection
17
Compiled by author from source: blog.designcrowd.com Image Source: Google Images
FindYour
Personality
Sometimes you can find
your brand's personality
within your immediate
surroundings
18
NeedsWantsLifestyle
It should be a reflection of
the values of your
employees, as well as a
reflection of your
customers’
Compiled by author from source: blog.designcrowd.com
Understanding Persona Framework
Neurotic folks are
stressful and exhausting
to be around; they
certainly don’t inspire
confidence
In contrast, it’s
almost always
better to be more
conscientious
When creating your brand, decide the
mixture of traits that will most attract your
customers
Through connections with others and seeing
them through this persona framework, you’ll
be inspired to create a better product
19
Compiled by author from source: behavioralscientist.org
Openness
If you have customers with
high openness, you’re
going to want to signal to
them that your brand is
open too
20
A love of the
arts
In-touch with
their feelings
Driven to try
new things
Interested in
ideas
Driven to
challenge
authority and
tradition
Folks that have a
high level of
openness have big
imaginations and
usually possess
these traits
Compiled by author from source: behavioralscientist.org
Low Openness
If you have customers with
low openness they will
favor familiar things
21
A love of
convention
Uninterested
in art
Are unaware
of their
feelings
Uninterested
in abstract
ideas
Respectful of
authority and
tradition
Folks that have a
low level of
openness are less
imaginative and
usually possess
these traits
Compiled by author from source: behavioralscientist.org
Designing
Attractive
Solutions
It gives us the
framework for
creating products
that are appealing
and desired by our
brains at their
most fundamental
Leveraging the
insights from
personality theory
and moral
foundations
theory gives us
these tools
Acknowledging and
understanding our
evolutionary roots may be
the key to the future of
marketing
22
Compiled by author from source: behavioralscientist.org Image Source: Google Images
Sources Cited
 13 Characteristics of Human Brands | Pam Moore Speaker,Trainer, Consultant. (n.d.). Retrieved from
http://www.pammarketingnut.com/2013/04/13-characteristics-of-human-brands/
 Belk, Katherine. "DesignThinking Meets Behavioral Science." Essential Design. N.p., 30 Mar. 2017.Web.
11 July 2017. <http://essentialdesign.com/design-thinking-meets-behavioral-science/>.
 Hreha, Jason. "Products As People: Using Psychology to MakeYour Brand Attractive." Behavioral Scientist.
N.p., 22 June 2017.Web. 11 July 2017. <http://behavioralscientist.org/products-people-using-psychology-
make-brand-attractive/>.
 Johnson, Erik. "How Behavioral Science Can Be Good for Business." Behavioral Scientist. N.p., 24 May 2017.
Web. 11 July 2017. <http://behavioralscientist.org/behavioral-science-can-good-business/>.
 Walrack, Jessica. "HowTo EnsureYour Brand HasA Personality." DesignCrowd. N.p., 13 Feb. 2017.Web.
14 July 2017. <https://blog.designcrowd.com/article/973/how-to-ensure-your-brand-has-a-personality>.
Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

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Marketing & Behavioral Science Part 1 of 3

  • 1. Marketing & Behavioral Science Using Behavioral Science to Research, Create and ManageYour Brand 1
  • 2. Interrupting AcademicTheory 2 Behavioral science: The empirical study of human behavior and decision making Marketers can apply insights from behavioral science to their research and branding Compiled by author from source: essentialdesign.com
  • 3. Human Behavior Psychology Economics Sociology Anthropology Neuroscience Political Science The practical study of human behavior and decision making, covers the disciplines of Compiled by author from source: essentialdesign.com 3
  • 4. Behavioral Science Insights Creating the best product Reaching users who want that product Managing an ethical organization Great innovations are possible when behavioral science is applied to a company’s three primary functions: Compiled by author from source: behavioralscientist.org 4
  • 5. Strong Brand Personality Research shows that we see brands as people A strong brand personality builds a strong emotional connection It develops long-term relationships and builds loyalty among existing customers Check the brands you admire and look up to What is it about them that stands out? What makes them unique? What do you admire about them? 5 Compiled by author from source: behavioralscientist.org - blog.designcrowd.com
  • 6. BehavioralTraits? Over time, it helped us survive by passing on our genes to our ancestors In order to attract potential mates, we needed to posses certain traits Behavioral traits: Friendliness Thoughtfulness Trustworthiness 6 Not Just PhysicalTraits Compiled by author from source: behavioralscientist.org
  • 7. The Science of How Our Brains Work? We have become good at many essential activities that helped us survive and reproduce Pursuing food Building human connections Inventing new things Including tools to protect us 7 Compiled by author from source: behavioralscientist.org
  • 8. Product Persona Openness Conscientiousness Extraversion Agreeableness Neuroticism Recently, personality researchers have classified our dominant personality traits 8 They fit into 5 different categories Compiled by author from source: behavioralscientist.org
  • 9. Brand Persona 9 Regardless of what product your company releases, you’re delivering a persona Research in personality, integrity, and the evolutionary foundations of our behavior offers a framework to build your company’s persona Just like marketing personas are versions of the ideal customer, brands can be perfectly fashioned using the findings of behavioral science Compiled by author from source: behavioralscientist.org
  • 10. Brand PersonaVersus Image Brand Personality • It is the personification of your brand • Assigning human personality characteristics to your brand in order to differentiate it from the rest of the competition • It is the way a brand 'speaks' and 'behaves' Brand Image • The brand personality is different from a brand image • It is the impression of a product held by real or potential consumers • Basically a reflection of the brand's physical and functional attributes 10 Compiled by author from source: blog.designcrowd.com
  • 11. Products as People Creating the Best Products 11
  • 12. What DoYou Want Your Brand to Convey? What elements make up each and every one of us? Appearance (physical characteristics) Intellect Personality Values Think of building a brand or product as the process of designing a person 12 Compiled by author from source: behavioralscientist.org
  • 13. Creating the Best Product How will you determine the mixture of traits that will best attract your customers 13 Appearance is pretty much self- explanatory Same with intellect But personality and moral beliefs is where our partialities vary Here is where we have some flexibility to design a unique person, one who will attract others Compiled by author from source: behavioralscientist.org
  • 14. Positive Brand Characteristics 7. Invest in people 6. Agile 5. Know their audience 4. Make mistakes 3. Have a personality 2. Listen to other humans 1.Value relationships Brands should care, just like humans do 14 Compiled by author from source: pammarktingnut. com
  • 15. BrandsThink Like Humans Human brands have people on the inside that think like humans, not like a cash register or corporate building 15 They also care about their: Needs Wants Problems Desires They care if the humans they engage with are: Happy Sad Satisfied Upset Compiled by author from soruce: pammarketingnut.com
  • 16. Reflection of Values Case in Point McDonalds wouldn't want to promote a personality of being responsible and wholesome because their brand is more about instant gratification Instead they have chosen a personality that is fun and happy which is in line with what they offer Coordinate your brand personality with your brand identity 16 Compiled by author from source: blog.designcrowd.com
  • 17. Wholesomeness Case in Point Dove promotes pureness, feminism, and body positivity You will be loyal to the brand, especially if you share these values This develops long-term relationships among customers A strong brand personality builds a strong emotional connection 17 Compiled by author from source: blog.designcrowd.com Image Source: Google Images
  • 18. FindYour Personality Sometimes you can find your brand's personality within your immediate surroundings 18 NeedsWantsLifestyle It should be a reflection of the values of your employees, as well as a reflection of your customers’ Compiled by author from source: blog.designcrowd.com
  • 19. Understanding Persona Framework Neurotic folks are stressful and exhausting to be around; they certainly don’t inspire confidence In contrast, it’s almost always better to be more conscientious When creating your brand, decide the mixture of traits that will most attract your customers Through connections with others and seeing them through this persona framework, you’ll be inspired to create a better product 19 Compiled by author from source: behavioralscientist.org
  • 20. Openness If you have customers with high openness, you’re going to want to signal to them that your brand is open too 20 A love of the arts In-touch with their feelings Driven to try new things Interested in ideas Driven to challenge authority and tradition Folks that have a high level of openness have big imaginations and usually possess these traits Compiled by author from source: behavioralscientist.org
  • 21. Low Openness If you have customers with low openness they will favor familiar things 21 A love of convention Uninterested in art Are unaware of their feelings Uninterested in abstract ideas Respectful of authority and tradition Folks that have a low level of openness are less imaginative and usually possess these traits Compiled by author from source: behavioralscientist.org
  • 22. Designing Attractive Solutions It gives us the framework for creating products that are appealing and desired by our brains at their most fundamental Leveraging the insights from personality theory and moral foundations theory gives us these tools Acknowledging and understanding our evolutionary roots may be the key to the future of marketing 22 Compiled by author from source: behavioralscientist.org Image Source: Google Images
  • 23. Sources Cited  13 Characteristics of Human Brands | Pam Moore Speaker,Trainer, Consultant. (n.d.). Retrieved from http://www.pammarketingnut.com/2013/04/13-characteristics-of-human-brands/  Belk, Katherine. "DesignThinking Meets Behavioral Science." Essential Design. N.p., 30 Mar. 2017.Web. 11 July 2017. <http://essentialdesign.com/design-thinking-meets-behavioral-science/>.  Hreha, Jason. "Products As People: Using Psychology to MakeYour Brand Attractive." Behavioral Scientist. N.p., 22 June 2017.Web. 11 July 2017. <http://behavioralscientist.org/products-people-using-psychology- make-brand-attractive/>.  Johnson, Erik. "How Behavioral Science Can Be Good for Business." Behavioral Scientist. N.p., 24 May 2017. Web. 11 July 2017. <http://behavioralscientist.org/behavioral-science-can-good-business/>.  Walrack, Jessica. "HowTo EnsureYour Brand HasA Personality." DesignCrowd. N.p., 13 Feb. 2017.Web. 14 July 2017. <https://blog.designcrowd.com/article/973/how-to-ensure-your-brand-has-a-personality>.
  • 24. Contact Us for the Full Presentation: Mediacontact USA Inc. 13575 58TH Street North #160 Clearwater, Fl. 33760 T: 727 538 4112 E: contact@mcusa.co www.mediacontactusa.com

Editor's Notes

  • #3: http://essentialdesign.com/design-thinking-meets-behavioral-science/
  • #4: http://essentialdesign.com/design-thinking-meets-behavioral-science/ http://essentialdesign.com/design-thinking-meets-behavioral-science/
  • #5: http://behavioralscientist.org/behavioral-science-can-good-business/
  • #6: http://behavioralscientist.org/products-people-using-psychology-make-brand-attractive/ https://blog.designcrowd.com/article/973/how-to-ensure-your-brand-has-a-personality
  • #7: http://behavioralscientist.org/products-people-using-psychology-make-brand-attractive/
  • #8: http://behavioralscientist.org/products-people-using-psychology-make-brand-attractive/
  • #9: http://behavioralscientist.org/products-people-using-psychology-make-brand-attractive/
  • #10: http://behavioralscientist.org/products-people-using-psychology-make-brand-attractive/
  • #11: https://blog.designcrowd.com/article/973/how-to-ensure-your-brand-has-a-personality
  • #13: http://behavioralscientist.org/products-people-using-psychology-make-brand-attractive/
  • #14: http://behavioralscientist.org/products-people-using-psychology-make-brand-attractive/
  • #15: http://www.pammarketingnut.com/2013/04/13-characteristics-of-human-brands/
  • #16: http://www.pammarketingnut.com/2013/04/13-characteristics-of-human-brands/
  • #17: https://blog.designcrowd.com/article/973/how-to-ensure-your-brand-has-a-personality
  • #18: https://blog.designcrowd.com/article/973/how-to-ensure-your-brand-has-a-personality
  • #19: https://blog.designcrowd.com/article/973/how-to-ensure-your-brand-has-a-personality
  • #20: http://behavioralscientist.org/products-people-using-psychology-make-brand-attractive/
  • #21: http://behavioralscientist.org/products-people-using-psychology-make-brand-attractive/
  • #22: http://behavioralscientist.org/products-people-using-psychology-make-brand-attractive/
  • #23: http://behavioralscientist.org/products-people-using-psychology-make-brand-attractive/