cracking brand value code

Brands and their Values

1. The reptilian level (basic instinct)

We have it when we are born

To motivate, Appeal to individual’s survival instinct

Consumer’s unspoken need( Unconscious need) come from This level

2.The limbic level(emotion and earlier experiences)

At this level, people’s act and react are based on Earliest experiences.

Our imprinted, learned patterns are created as a conditioned Response stemming from our earliest positive and

Negative experiences

The key point the response is very strong because

It is “learned” in the context of the emotion of the experience

“People are motivated at three levels”(these levels are very different from one culture to another)

“The logic of emotion”The connection between the limbic and the reptilian, how the emotions deal

With the urges, the instincts, the needs we have”

Every word has a Mental Highway which is called “ Code”, an unconscious code in the brain

Don’t disturb me

iPod Zombie

Don’t disturb others

• Research cracking culture code

Would you be my neighbor

Home of the homeless

Shut up and eat

Reunion

Being Ahead

Being Together

Ugly is back

My mom

My dad

Live food

Dead food

Keep other locked out

Keep you locked in

A toy

An Art

Dominance

Getting there

People buy a brand to consume the myth.

Brands Develop An Intimate and Credible relationship with Rebel Culture

• MTV — Rebel’s Voice/• Microsoft — Cutting • Starbucks — Yuppie Intellectuals• Marlboro — Lone Ranger/Cowboy • Chopra Center — Healing/Nurturing• Harley Davidson — Outlaw Bikers• Volkswagen — Bohemian Artists• Apple — Cyber Punks• Absolute — High Living• Nike —African American Urban

Heroes

•

Our drives

Biology

Economics/Demographics

Culture/Values

Behavior