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Sarmistha Tarafder's Articles

Design a Brand Experience that Connects with the Human Brain


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“The vast majority of us imagine ourselves as like literature people or math people. But the truth is that the massive processor known as the human brain is neither a literature organ or a math organ. It is both and more.” John Green

In the light of this wisdom, for me to start out on this venture is nothing short of arrogance. Yet, I do so, because, every piece of marketing that you carve out, and every design that you launch, can only be successful it it connects with the hearts and minds of the people that you are targeting. This is in my attempt to understand  the most complicated piece of biology in the known universe in a very simple way.

Amongst other areas, [which is not part of this article,] the brain has four main lobes, or sections — the frontal, parietal, occipital, and temporal. Each section of the brain has a distinct function. Your job is to design an experience that will connect to all these four areas of the brain. And, once you know how this works, all your marketing moves will be intentionally designed to drive greater brand memorability and a savory brand experience.

The Frontal Lobe and it's Purpose

The frontal lobe is the highly evolved part of your brain. It is the Chief Executive Officer of your system. It is responsible for logic, language, planning, problem solving and self-conscious awareness. It analyzes situations, makes choices and execute decisions.

CONNECT WITH THE FRONTAL LOBE WHEN INTERACTING WITH YOUR CUSTOMERS AND PROSPECTS

Design your presentations at events that encourages your visitor to analyze, compare and decide. Think about presenting the user with a useful multiple choice survey where they opt for budget, readiness and requirements . Provide them with a product enhancement module that compares the features to that of the other products available in the market. What you are after is persuasion. Since the frontal lobe is endowed with the "higher order functions"like reason and logic, it can be persuaded by statistics and metrics.

The Temporal Lobe and it's Purpose

Retention of memory, processing of sensory information, understanding language, retention of visual memories, and storage of new memories and emotion are some of the functions of the temporal lobe.

MAXIMIZE THE RELEVANCE TO TEMPORAL LOBE WHEN DESIGNING YOUR BOOTH

Skillfully use brand anchor statement that is audience specific. For example, if you are an architectural firm and you are targeting contractors, you will devise your tag line that most directly speaks to the temporal lobe of this segment of your audience. Now, that will be very different than targeting designers. Get my point?

The temporal lobe is responsible for creating visual and auditory memories. Design a booth that is rich in visuals. Go, the extra step. choreograph with light and music. Or, be a bit adventurous and (use Flixel Photos)  and mix motion into what would otherwise be still photo. Another great way of stimulating this section of the brain is using close ups of human faces. Human face can at least express 21 distinct emotions and when used to express your brand, they are powerful memory enhancers. Remember Apple's billboard campaign that had simple black and white photographs of revolutionary people?

Since the temporal lobe processes hearing and selective listening and storage of meaningful sound and speeches – when talking to your visitors inside your booth, speak with conviction, authenticity and modulation. Talk about your offering in context of the broader solution. Be transparent about the benefits that the attendee will derive from the offer and always be willing to partner together to "fill in the gaps that might arise."

The Occipital Lobe and it's Purpose

The occipital lobe makes sense of the visual information. Resting way back in your skull, it works in lightening speed to decipher the visual information that your eyes are sending. Distinguishing colors and interpreting shapes is the responsibility of this ares of the brain.

CONNECT WITH THE OCCIPITAL LOBE BY DESIGNING AN EXHIBIT THAT EVOKES FEELINGS

Use architecturally interesting shapes that defines your brand language. Like a piece of music, architecture has the ability to affect our mood. It changes the way we experience space. Use interesting hanging signs that compels your audience to remember your brand.

Use color, that is relevant and persuasive to powerfully engage the occipital lobe. When the occipital lobe processes information it creates a visual map of what it sees. So create a booth layout that is hierarchical in nature, logical in flow and cohesive in its bindings.

The Parietal Lobe and it's Purpose

Respond to touch, taste, temperature is a function of parietal lobe. The parietal lobe also moves the body, and decodes our spatial surroundings. Every time you shake hands, you swipe your smart phone or you drink a cup of coffee your parietal lobe is at work.

CONNECT WITH THE PARIETAL LOBE BY CREATING AN EXHIBIT THAT IS INTERACTIVE

Use motion in your exhibit booth space. Play music, feature a juggler or magician, create activity that moves the staffers around by serving refreshments or "give the people contests they win by remembering the words to more popular songs or the names of state capitals or how much corn Iowa grew last year. Cram them full of noncombustible data, chock them so damned full of 'facts' they feel stuffed, but absolutely brilliant' with information. Then they'll feel they're thinking, they'll get a sense of motion without moving." Ray Bradbury

One way the parietal lobe processes vision, that makes sense to the mind is by activating the ventral stream. It is also called the t’s called the “what stream,” because it helps you understand what you are looking at. Closely connected with the long-term memory system, the ventral stream connects the past “what” memories with “now” objects, thus decoding the current environment. Make sure to paint a great visual in your pre-show marketing campaigns that defines the purpose of your live event That visual should act as the connective tissue that runs through your at-show interactions and post-show follow up.

Recent development in neuroimaging have shed light in our knowledge of understanding the frequency, location, and timing of neuronal activity to an unprecedented degree. Research dictates, that the more effective you are in engaging the brain, the more memorable will be the experience of the brand. And, data proves – momentous memories create convincingly higher conversions. And who wouldn't go for that?

Sources:

http://www.tbiguide.com/howbrainworks.html
http://www.amazon.com/Neuromarketing-Exploring-Consumer-Leon-Zurawicki/dp/3540778284
http://en.wikipedia.org/wiki/Frontal_lobe
http://www.pbs.org/wnet/humanspark/

 

© 2014 by Sarmistha Tarafder