Connecting Brain Science and Branding with Daryl Weber
b'\\u201cIn marketing we\\u2019re trying to get people to do something. We need to understand why we do what we do. What motivates us?\\u201d Building on a career at Coca-Cola and brand consulting, Daryl Weber has devoted himself to connecting the\\xa0dots of human behavior and branding.\\xa0He\\u2019s the\\xa0author of the new book\\xa0Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands.\\xa0We discussed the book and the science behind it\\xa0on this week\\u2019s episode of the On Brand podcast.\\nAbout\\xa0Daryl Weber\\nDaryl Weber is a branding consultant whose work has influenced many of the best brands in the world, including Coca-Cola, Nike, Johnnie Walker, Gatorade, Old Spice, and many more. He is the author of Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brandswhich explores the unconscious side of brands in a way that\\u2019s inspiring for creative marketers. Previously, Daryl was Global Director of Creative Strategy at The Coca-Cola Company, where he oversaw brand strategy for many of the company\\u2019s global billion-dollar brands.\\nPrior to that, he was a Director of Strategy at Redscout \\u2013 a boutique brand and innovation consultancy where he advised Fortune 500 companies on new product innovation and brand positioning. Weber has a BA in psychology from Columbia University and resides in Atlanta with his wife, Jennifer, and son, Avi. You can follow him on Twitter @BrandedCortex.\\nEpisode Highlights\\nWhat\\u2019s the connection between psychology and marketing?\\xa0As a psychology major myself, I couldn\\u2019t wait to ask Daryl this. \\u201cThe two are linked I think more than people think.\\u201d But where does a marketer\\xa0start to connect these dots? You have to think about brands differently. That starts with your definition \\u2026\\n\\u201cBrands are a collection of associations,\\u201d\\xa0Daryl offered a new grounding for our definition of branding.\\xa0\\u201cNot just a logo or icon. Your brand is not an endpoint. It\\u2019s a starting point. A vision, a process.\\u201d\\nWhat\\u2019s an example of a brand that\\u2019s great at understanding their customers\\u2019 thinking?\\xa0\\u201cWarby Parker. There\\u2019s an in-depth case study in the book. They wanted to telegraph how cool they were so\\xa0they put together a strategy for doing that. They created a mood board for their brand personality. They knew that they needed to be a lifestyle or fashion brand first.\\u201d\\n\\u201cYour first step is to look inside yourself as a company.\\u201d\\xa0Daryl noted that brands need to ask,\\xa0\\u201cWhy you\\u2019re here? Then look outside at the what I call the \\u20183 Cs\\u2019 \\u2014 consumers, competitive context, and culture (what\\u2019s going on more broadly). Marketers are starting to understand that humans aren\\u2019t rational. We have to embrace the\\xa0messiness that comes with that.\\u201d\\nWhat\\u2019s one thing Daryl would tell marketers to do differently today? \\u201cIt\\u2019s not about what you say. They (your audience) won\\u2019t remember the content of exactly what you said. But they\\u2019ll remember how you said it.\\u201d\\nWhat brand has made Daryl\\xa0smile recently?\\xa0\\u201cI\\u2019m a musician so I love Fender. I don\\u2019t even need a new bass but\\xa0I still find myself looking.\\u201d\\nTo learn more about Daryl,\\xa0you can follow him\\xa0on Twitter\\xa0and check out his website.\\n\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'