Ep 96 : Matt Johnson, PhD on Applying Psychology to Build Enduring Bonds between Brands, Consumers & Markets
Marketers are in the memory business. How are marketers leveraging this by carefully crafted branding experiences to reach our wallets and minds. Could you please elaborate this with examples ?
\nHow should brands approach content creation (organic content) and leveraging influencers?
\nHow should brands co-create with customers ?
\n\u2018Our brains don\u2019t construct reality directly, instead they construct a mental model of it? Beliefs are an important input to sculpting it\u2019. Could you elaborate on how brands are belief based mental models?
\nWhat is the efficacy of Behavioral Economics in marketing vs bigger economic forces like price OR Is the 'Nudge' Dead ?
\nMatt answers the above questions and many more as he takes us on fascinating journey of applying neuropsychology to brand building. Matt Johnson, PhD is a Professor and Research Fellow at Hult International Business School. Matt Johnson is a speaker, writer, and researcher, specializing in the application of psychology and neuroscience to branding.. He is the author of the top-selling consumer psychology book, Blindsight: The (mostly) hidden ways marketing reshapes our brains (BenBella, 2020), and most recently, Branding That Means Business (Economist Books, Fall 2022).
\nPlease visit his website https://www.neuroscienceof.com/
\nPlease follow him on Linkedin https://www.linkedin.com/in/mattjohnsonisme/
\nHis Latest Book on Amazon https://www.amazon.com/Branding-that-Means-Business-Consumers-ebook/dp/B09K7C8VW3
\nJagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
\nPlease visit Jasravee at https://jasravee.com/
\nConnect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
\nEmail Jasravee at jasravee@theadiva.com
\nIndex of Content
\n00:00 Preview & Introduction to Matt Johnson Ph.D
\n02:56 Marketers are in the Memory Business
\n08:15 Brand\u2019s Meaning - A House Needs to Become a Home
\n11:30 Inviting Consumers for Co-Creation with the Brand
\n12:42 Co-Creation by Brand Managers - Content Creation, Leveraging Influencers
\n16:54 Spotify Wrapped - Celebration of Consumer\u2019s Eccentricity & Diversity
\n19: 27 Flexibility of Co-Creation - Balance Between Letting Go And Assertiveness by Brand Managers
\n22:18 Growing Kitkat in Japan - 'I Wish You All the Best' vs Taking a Break
\n26:15 Brains\u2019 Construction of Reality -Objective vs Subjective Reality- Enjoyment of Wine
\n30:04 Belief Based Mental Models vs Brand Story - Perceived Soul of the Object - Your Replica for Teddy Bear
\n32:51 Significant Object Study - 100X Rise in Value with A Story
\n35:00 Efficacy of Behavioral Economics in Marketing Vs Bigger Economic Forces like Price OR Is Nudge Dead ?
\n39:45 Broader Context of Nudges or Predicates to Behaviour On Brand
\n45:04 Behavioral Change vs Cultural/Social Change, Nudge or Influences
\n47:02 Rapid Fire - Personally Speaking with Matt Johnson
\n52:29 Connecting with Matt Johnson
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\n#brandmanagement #consumerscience #neuromarketing #perceptionchange #influencermarketing #contentmarketing #consumerbehaviour #brandmanager #consumerbehaviorpsychology #spotifywrapped #kitkatjapan #significantobjectstudy #marketingexcellence #behaviouralchange #nudge
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