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The Power of
Brand Advocates Emotionomics
How to collect emotional intelligenceto improve your performance
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Emotionomics how to collect emotional intelligence to
improve your performance?
Prof. Arnaud Pêtre – Université C. de LilleManaging Director - Brain Impact
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- Why your advertising campaign was not as
effective as you hoped?
-Why 70% of new products launched failed to reach the
market?
Have you ever wondered…
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“Every good marketer knows that …half the money spend on advertising is
wasted, he just doesn’t know which half”- John Wanamaker
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We show prospects information based on : what WE think they think…
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Or in the most optimal situation based on :what THEY say they think…
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But most of the time prospect DON’T DO what they THINK or what we think they think !…
D Kahneman Nobel Price in economy 2002
Predictable irrationnality
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85%of process leading to propsects’ decisionsis non-CONSCIOUS
There’s more to see
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To unveil this new field
Understand how decisions are taken
Find out and optimize your com, Brand positioning, website, advertisments,emailing, …
You might be surprised…
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Is this efficient ?
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Or this ?
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THE EFFICIENCY SECRET
1° DECISION NEEDS EMOTION (limbic brain) !
2° VISUAL ACTiVATiON SHOULD BE BALANCED - WHAT WAY (ventral stream) - WHERE WAY(dorsal stream)
3° RATIONNAL THINKING (&memory
recall) KILLS DECISION
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FMRI to explore EMOTION
Let’s see if emotionomics!
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i Unconscious Behavioral Response
BAD!
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What can we do for YOU?
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Training and coaching
Web Usability
TV / video/ Print copy testing
Branding Empowerment
MAXIMIZE !
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RE- POSITIONING&
DEEP BRAND UNDERSTANDINGBranding Empowerment
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Hugs
smoothness
baby
maternity
beauty
flirtseduction
Health
thinness
diet
holydays
feminity
effortsnowmountain
volcanIce cube
rose
glacier
sourcewater
transparency
environnement
nature
life
Neural Mapping – Strengh of linked concepts
+
A famous brand of waterConsciousness
0%
100%
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Neural Mapping - Dimension 1
sourcewater
transparency
environnement
nature
life
+Core business
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*illustration, for the whole results please contact us
snowmountain
volcanIce
glacier +
Neural Mapping - Dimension 2
MountainCore business
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*illustration, for the whole results please contact us
+Core Business
Moutain
Hugs
smoothness
babymaternity
+
Neural Mapping - Dimension 3
Loving mum
Loving mum
MountainCore business
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Core business
*illustration, for the whole results please contact us
+Core Business
Moutain’
beauty
flirtseduction
Health
thinnessdiet
holydays
feminity
+
Neural Mapping - Dimension 4
Mountain
Loving mum
Seduction Seduction…
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flirtseduction
Healththinness
holydays
feminity
+
Glamour
Neural Mapping - New territory
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Brain Impact in the Media
our 3 tesla IRMf
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Prof. Arnaud PETRE
Managing Director Brain Impactwww.brainimpact.eu
Tel: +32 (0)496/ 78 15 41
Arnaudpetre
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Thanks…
Talk to you soon!www.twitter.com/LBi_Belgiumwww.lbigroup.be