Brand & Consumer Psychology Masterclass

Successful Brands address specific Emotional Needs 3 lectures 13:30 Introduction preview Why Brands Fail preview Brands fail when they don't fully understand their customers' emotional needs and therefore have no chance of connecting emotionally with people. What People Really Need (is not always what they say they want) An overview of people's fundamental emotional needs, how they matter to a persuasive Brand Experience, and why a brand must address those at a deep, visceral level in order to be felt relevant and attractive. Successful Brands address specific Emotional Needs 3 lectures 13:30 Introduction preview Why Brands Fail preview Brands fail when they don't fully understand their customers' emotional needs and therefore have no chance of connecting emotionally with people. What People Really Need (is not always what they say they want) An overview of people's fundamental emotional needs, how they matter to a persuasive Brand Experience, and why a brand must address those at a deep, visceral level in order to be felt relevant and attractive. Introduction preview Introduction preview Introduction preview Introduction preview Why Brands Fail preview Brands fail when they don't fully understand their customers' emotional needs and therefore have no chance of connecting emotionally with people. Why Brands Fail preview Brands fail when they don't fully understand their customers' emotional needs and therefore have no chance of connecting emotionally with people. Why Brands Fail preview Brands fail when they don't fully understand their customers' emotional needs and therefore have no chance of connecting emotionally with people. Why Brands Fail preview Brands fail when they don't fully understand their customers' emotional needs and therefore have no chance of connecting emotionally with people. Brands fail when they don't fully understand their customers' emotional needs and therefore have no chance of connecting emotionally with people. Brands fail when they don't fully understand their customers' emotional needs and therefore have no chance of connecting emotionally with people. What People Really Need (is not always what they say they want) An overview of people's fundamental emotional needs, how they matter to a persuasive Brand Experience, and why a brand must address those at a deep, visceral level in order to be felt relevant and attractive. What People Really Need (is not always what they say they want) An overview of people's fundamental emotional needs, how they matter to a persuasive Brand Experience, and why a brand must address those at a deep, visceral level in order to be felt relevant and attractive. What People Really Need (is not always what they say they want) An overview of people's fundamental emotional needs, how they matter to a persuasive Brand Experience, and why a brand must address those at a deep, visceral level in order to be felt relevant and attractive. What People Really Need (is not always what they say they want) An overview of people's fundamental emotional needs, how they matter to a persuasive Brand Experience, and why a brand must address those at a deep, visceral level in order to be felt relevant and attractive. An overview of people's fundamental emotional needs, how they matter to a persuasive Brand Experience, and why a brand must address those at a deep, visceral level in order to be felt relevant and attractive. An overview of people's fundamental emotional needs, how they matter to a persuasive Brand Experience, and why a brand must address those at a deep, visceral level in order to be felt relevant and attractive. Critical Insights – Emotional Frames and Personal Narratives 2 lectures 12:34 Insights: Consumers' Emotional Frames & Psycho-dynamic Relationships Let's identify how people's perceptions form, how they 'see' things, and how those perceptoons impact their emotional experiences. Then, people's actual interaction with things and objects in their daily lives, and the emotional conflicts they may trigger. Because this is where brand story and experience comes in. Insights: Impact of People's Own Narratives on Navigating their Lives In this session we get clarity on how people navigate life via their own personal narratives, and how we can pinpoint potential roles of the Brand within target consumers' perceptions and feelings about their own life story, that is their Sense of Self. Critical Insights – Emotional Frames and Personal Narratives 2 lectures 12:34 Insights: Consumers' Emotional Frames & Psycho-dynamic Relationships Let's identify how people's perceptions form, how they 'see' things, and how those perceptoons impact their emotional experiences. Then, people's actual interaction with things and objects in their daily lives, and the emotional conflicts they may trigger. Because this is where brand story and experience comes in. Insights: Impact of People's Own Narratives on Navigating their Lives In this session we get clarity on how people navigate life via their own personal narratives, and how we can pinpoint potential roles of the Brand within target consumers' perceptions and feelings about their own life story, that is their Sense of Self. Insights: Consumers' Emotional Frames & Psycho-dynamic Relationships Let's identify how people's perceptions form, how they 'see' things, and how those perceptoons impact their emotional experiences. Then, people's actual interaction with things and objects in their daily lives, and the emotional conflicts they may trigger. Because this is where brand story and experience comes in. Insights: Consumers' Emotional Frames & Psycho-dynamic Relationships Let's identify how people's perceptions form, how they 'see' things, and how those perceptoons impact their emotional experiences. Then, people's actual interaction with things and objects in their daily lives, and the emotional conflicts they may trigger. Because this is where brand story and experience comes in. Insights: Consumers' Emotional Frames & Psycho-dynamic Relationships Let's identify how people's perceptions form, how they 'see' things, and how those perceptoons impact their emotional experiences. Then, people's actual interaction with things and objects in their daily lives, and the emotional conflicts they may trigger. Because this is where brand story and experience comes in. Insights: Consumers' Emotional Frames & Psycho-dynamic Relationships Let's identify how people's perceptions form, how they 'see' things, and how those perceptoons impact their emotional experiences. Then, people's actual interaction with things and objects in their daily lives, and the emotional conflicts they may trigger. Because this is where brand story and experience comes in. Let's identify how people's perceptions form, how they 'see' things, and how those perceptoons impact their emotional experiences. Then, people's actual interaction with things and objects in their daily lives, and the emotional conflicts they may trigger. Because this is where brand story and experience comes in. Let's identify how people's perceptions form, how they 'see' things, and how those perceptoons impact their emotional experiences. Then, people's actual interaction with things and objects in their daily lives, and the emotional conflicts they may trigger. Because this is where brand story and experience comes in. Insights: Impact of People's Own Narratives on Navigating their Lives In this session we get clarity on how people navigate life via their own personal narratives, and how we can pinpoint potential roles of the Brand within target consumers' perceptions and feelings about their own life story, that is their Sense of Self. Insights: Impact of People's Own Narratives on Navigating their Lives In this session we get clarity on how people navigate life via their own personal narratives, and how we can pinpoint potential roles of the Brand within target consumers' perceptions and feelings about their own life story, that is their Sense of Self. Insights: Impact of People's Own Narratives on Navigating their Lives In this session we get clarity on how people navigate life via their own personal narratives, and how we can pinpoint potential roles of the Brand within target consumers' perceptions and feelings about their own life story, that is their Sense of Self. Insights: Impact of People's Own Narratives on Navigating their Lives In this session we get clarity on how people navigate life via their own personal narratives, and how we can pinpoint potential roles of the Brand within target consumers' perceptions and feelings about their own life story, that is their Sense of Self. In this session we get clarity on how people navigate life via their own personal narratives, and how we can pinpoint potential roles of the Brand within target consumers' perceptions and feelings about their own life story, that is their Sense of Self. In this session we get clarity on how people navigate life via their own personal narratives, and how we can pinpoint potential roles of the Brand within target consumers' perceptions and feelings about their own life story, that is their Sense of Self. Create Effective Brand Narrative – How to Fuel Emotional Motivation 2 lectures 11:20 Creating a Sharp Thematic Angle for a Compelling Brand Experience Here we create a compelling Brand Narrative via an insights-based understanding of customer perceptions and emotional needs, with a unique ‘spin’ on articulation, important visual cues and a powerful brand story. Protecting Brand Narrative Consistency in the Celeb & Influencer Age If you hire Celebs & Influencers, make them serve, protect and promote your carefully crafted Brand Experience instead of turning your brand into a 'slave' to meaningless Celebrity Worship. Create Effective Brand Narrative – How to Fuel Emotional Motivation 2 lectures 11:20 Creating a Sharp Thematic Angle for a Compelling Brand Experience Here we create a compelling Brand Narrative via an insights-based understanding of customer perceptions and emotional needs, with a unique ‘spin’ on articulation, important visual cues and a powerful brand story. Protecting Brand Narrative Consistency in the Celeb & Influencer Age If you hire Celebs & Influencers, make them serve, protect and promote your carefully crafted Brand Experience instead of turning your brand into a 'slave' to meaningless Celebrity Worship. Creating a Sharp Thematic Angle for a Compelling Brand Experience Here we create a compelling Brand Narrative via an insights-based understanding of customer perceptions and emotional needs, with a unique ‘spin’ on articulation, important visual cues and a powerful brand story. Creating a Sharp Thematic Angle for a Compelling Brand Experience Here we create a compelling Brand Narrative via an insights-based understanding of customer perceptions and emotional needs, with a unique ‘spin’ on articulation, important visual cues and a powerful brand story. Creating a Sharp Thematic Angle for a Compelling Brand Experience Here we create a compelling Brand Narrative via an insights-based understanding of customer perceptions and emotional needs, with a unique ‘spin’ on articulation, important visual cues and a powerful brand story. Creating a Sharp Thematic Angle for a Compelling Brand Experience Here we create a compelling Brand Narrative via an insights-based understanding of customer perceptions and emotional needs, with a unique ‘spin’ on articulation, important visual cues and a powerful brand story. Here we create a compelling Brand Narrative via an insights-based understanding of customer perceptions and emotional needs, with a unique ‘spin’ on articulation, important visual cues and a powerful brand story. Here we create a compelling Brand Narrative via an insights-based understanding of customer perceptions and emotional needs, with a unique ‘spin’ on articulation, important visual cues and a powerful brand story. Protecting Brand Narrative Consistency in the Celeb & Influencer Age If you hire Celebs & Influencers, make them serve, protect and promote your carefully crafted Brand Experience instead of turning your brand into a 'slave' to meaningless Celebrity Worship. Protecting Brand Narrative Consistency in the Celeb & Influencer Age If you hire Celebs & Influencers, make them serve, protect and promote your carefully crafted Brand Experience instead of turning your brand into a 'slave' to meaningless Celebrity Worship. Protecting Brand Narrative Consistency in the Celeb & Influencer Age If you hire Celebs & Influencers, make them serve, protect and promote your carefully crafted Brand Experience instead of turning your brand into a 'slave' to meaningless Celebrity Worship. Protecting Brand Narrative Consistency in the Celeb & Influencer Age If you hire Celebs & Influencers, make them serve, protect and promote your carefully crafted Brand Experience instead of turning your brand into a 'slave' to meaningless Celebrity Worship. If you hire Celebs & Influencers, make them serve, protect and promote your carefully crafted Brand Experience instead of turning your brand into a 'slave' to meaningless Celebrity Worship. If you hire Celebs & Influencers, make them serve, protect and promote your carefully crafted Brand Experience instead of turning your brand into a 'slave' to meaningless Celebrity Worship. Communication Psychology – How to Pull instead of Push. 3 lectures 20:15 Creating an Irresistible Story for an Irresistible Brand Experience Let's create an entertaining story based on key Insight Dimensions and the sharply crafted Brand Narrative – and define the Role of the Brand within the story so that it assumes 'ownership' of a carefully designed emotional experience. Deploying the "Emotional Pull" Power of Dramatic Brand Storytelling Let's explore why dramatic storytelling carries unrivalled powers of emotional impact & persuasion via the psychological effect of 'narrative transportation' – and how it addresses important human needs at the same time, making it a wonderful vehicle for brand communication