Deutsch LA executive vice president and group planning director Douglas Van Praet making the case for unconscious marketing and branding via pattern disruption.
Where’s the beef? Just do it. Got Milk? Behind history’s greatest brand marketing campaigns exists a DNA of context, pattern disruption, and unconscious beliefs that drive consumer behavior in ways that cannot be tapped by traditional market research. “That’s the myth of market research,” said AIM 2013 keynote speaker Douglas Van Praet. “We’ve developed an industry asking people questions that they can’t answer and then take all of this market research and distill it into a description of a demographic or a target. It’s like asking the political affiliation of a ham sandwich, when instead we need to be examining how to better form the unconscious beliefs that drive behavior.”
In a presentation spanning decades of marketing breakthroughs, Van Praet—executive vice president and group planning director for Deutsch L.A. and the author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing—walked AIM attendees through the elements of creating brand resonation through unconscious decision making. “Branding is not a noun, it is a verb,” Van Praet explained. “It is a process, not a thing, and there is structure and sequence and order, and if you don’t get it right, you don’t get behavior change.”
The 7 Steps to Behavior Change:
1) Interrupt the Pattern: You have to grab attention for marketing to be effective.
We get a buzz from novelty because it feels good to learn, and we learn by paying attention to pattern interruption.
2) Create Comfort: Humans are nevertheless attracted to the known. We seek balance and predictable patterns not just in our biology but also in our environments. Homeostasis is the number one drive in human behavior.
3) Lead the Imagination: -Imagination is the watermark of the iceberg metaphor of the mind. Imagination evolved to make better decisions, and is the gateway to changing the sensibilities of the masses.
4) Shift the Feeling: We assign value to things through our emotions.
5) Satisfy the Critical Mind: Consciousness gives us the ability to rationally reject an idea from the emotions and impulses that drive us. We don’t have free will, we have free won’t.
6) Change the Association: Minds and memories work by association. If you want to change minds, you must change associations. We make decisions through repetition and associations. Great branding implies and infers suggestions through context.
7) Take Action: Our brains exist for movement. By physically doing something, we are rooting ourselves in the experience of our six senses.
During the presentation, Van Praet shared the development behind Deutsch L.A.’s Volkswagen commercials that ultimately became the most watched Super Bowl commercials of all time and resulted in astounding revenue and market share growth for the German automaker while tipping his hat to breakthroughs at other creative agencies employing unconscious marketing methods. “When you ask people to go inside their own minds, it becomes their idea, not yours,” Van Praet said. “And that becomes the difference between internal motivation and external motivation.”
Session Twitter Feed:
@BSitko No tweeting – i am riveted. #aimconf
@EstherBonardi Reciprocal altruism…our tendency to return the favor when someone gives us something or does something for us. True. #Aimconf
@cmcapartments @DouglasVanPraet just compared @isaiahmustafa to dopamine at @AIM_Conference. We’ll buy it. #AIMConf #swandive
@SGreenough RT @30lines: “Brands are learned behaviors.” They’re unconscious, and people always default to the unconscious. ~ @DouglasVanPraet #AIMConf