mood altering marketing

intensifying your brand experience

& building your brand equity and loyalty

in the new age of WOM marketing

It’s no longer good enough for your brand

experience to simply appeal to the 5 senses

.

have the power to transform your

consumers minds, change their mood

and the way they think, feel and relate?

90% Subconscious Mind

(instincts, reflex, emotions

feelings, emotions, self)

10% Conscious Mind

(analytical, logical, will power)

True

Self

Inner Self

Outer Self

Deeper connections must be made to the

users mind and their core

emotions and feelings.

Emotions & deep feelings are controlled in

2 brain systems

the limbic and autonomic nerve systems (vs. in the thinking, logical, problem solving, on-purpose cerebrum)

The emotional reactions of the limbic

and autonomic nerve systems ….

Every time he

smells her

fragrance his

reaction

is the same.

Nothing says

I’m home like the

taste of my

Mom’s cooking.

...can be triggered by the senses but

have a more intense emotional

response.

Seeing a news clip I

always relive the pain

of the of my own

experience. However,

what joy and relief I felt

when I opened the safe

to see all of my

grandparents photos

were protected.

Ever since I was a little girl, I loved feeling the sand between my toes. It just keeps getting better.

Now I want the same for my daughter.

Inner Self

Outer SelfGame Face

Clothes

Car

House

Latest

Gadget

Job

Shoes

Image

Make Up

Sports

What You See

What You Think

What You Feel

Body

Mind

Heart & Soul

True Self

Opinions

Analysis

Self talk

Compare

Contrast

Relations

Expectations

Dreams

Jewelry

Mood-altering Marketing results in“share of heart & soul”

Unmet

needs

Problem solving

Which emotions are

your brand capable

of reaching?

Wheel of EmotionsRobert Plutchik (1980)

Meeting unmet needs translates to

opinions and thinking and leads to brand

consideration.

Unmet Need

Brand Consideration

Brand Experience

Emotional Relevance

intensifies the emotional response.

The more a brand connects to the consumers

mind at every level, the more equity and loyalty is

built, the more it cuts through the clutter of our

busy lives, the more it motivates the user to

tell others of their experience.

Levels of Connection

• 5 senses

• Conscious

• Subconscious

Mood-altering Experience

•Loyalty

•Equity

Motivation

• Relationship with brand

• WOM sharing

• Social networking

to intensify your brand experience

and build your brand equity and loyalty

in the new age of WOM marketing

Learn to use