System1, Unlocking Profitable Growth Webinar Series Chapter 4: Brand Building
This Episode: Brand Building:
“Sets out with daring clarity the simple psychological principles that every marketer needs to know about to build their brand”
– Gemma Greaves, Chief Executive, The Marketing Society
What to expect from this webinar:
1. Discover Fame, Feeling & Fluency – three mental shortcuts that underpin brand choices
2. Distinctive brand assets like the Bass red triangle and Coke Red – how to get them, how to use them
3. See how the 3Fs work via case studies of Santander… and Donald Trump
This webinar series will discuss how designing for System 1 thinking unlocks growth across multiple marketing disciplines: decision-making, innovation, advertising, brand-building and shopper marketing.
In each 20 minute webinar, presented by two of the authors, Tom Ewing and Orlando Wood, we discuss the key ideas raised by each chapter. All 5 Chapters are available now.
Chapter 1: Decision-Making: (Watch Recording)
In this first webinar of the series, Tom and Orlando lay the foundations for the rest of the book, discussing the features of System 1 thinking and why it’s so important for marketing.
Chapter 2: Innovation: (Watch Recording)
In the second webinar of the series, we show how System 1 thinking (how humans make decisions) has an instinctive preference for the familiar. For consumers to accept your innovation, embed your great new idea in the familiar to make it Fluent – easy to recognise and understand. Fluent Innovation looks 80% familiar and 20% new.
Chapter 3: Advertising: (Watch Recording)
In the third webinar of the series, we explore emotional advertising. Emotional ads are by far the most likely to create long-term profitable growth. Harness the 7 basic emotions and fluent creative devices to make great advertising. The more people feel, the more people buy.
Chapter 4: Brand-Building:
In the fourth webinar of the series, we unveil the 3 rules for building brands: Fame, Feeling and Fluency. Brands should come readily to mind (Fame), feel good (Feeling) and be distinctive (Fluency). The 3 Fs explain current market share, predict share gain and create brand value: they are the keys to profitable growth.
Chapter 5: Shopper Marketing (Watch Recording)
In the fifth webinar of the series, we reveal how System 1 works in the purchase environment. Don’t create stopping power, which encourages caution and limits sales. Instead, create moving power, enabling shoppers to buy easily and instinctively.