2. It’s my opinion! THE AGENDA The world has changed Thinking as advanced Marketing should embrace Anthropology Neuroscience Behavioural Economics
3. The world has changed…but marketing has not kept pace Digital is dominant More and more… Media Messages Technology + process prevail Design universal Brands abound Marketing function losing status
5. Thinking advances Add to the collective experience of marketing Marketing planning can be more positive and effective
6. Utilising new behavioural understanding in marketing practice
7. Home making Whilst the men hunted…Women made the home… Home is the symbol of the family Home-making will always loom large…
8. Loyalty & Relationships We advanced by belonging and caring for each other Our group is important to us We want to belong and have it recognised We don’t like groups we don’t belong to Loyalty transcends logic
9. Shopper behaviour We are driven by our senses – all of them Our instinct tell us to acquire it now whist we can Bright light and oxygen make us more active Yet we need risk re-assurance Women are wired to care & provide
10. Shared experience We worked in teams to achieve success We look to leaders for authority and endorsement We are prepared to rely on others Winning and losing together builds relationships
11. Colour Colour is significant We see in 3 primary colours Based on natural observations and historic use Individual colours have different understandings
12. Brands & Positioning Brand positionings reflect our inherent attitudes… We seek out authority We look for friends and those who will help us We aim to lower the cost
13. Branding & Bonding Products are based on logic Values are more important than logic Emotion is the bond of relationship Brands build relationships Encompass many products
14. Logos We understand symbols They are stronger than simple writing Make the logo more than a wordmark more a symbol Hittite Symbols from Byblos 2000 BC Bronze Age Trade Marks Recognise any?
15. Technology Take-up We always made and used tools We sought out and tried the new Today’s rapid changes in technology mean the customer will always be ahead of the marketer
16. In Conclusion… So much of marketing is about human behaviour New understandings mean we can improve marketing practice Marketing should lead business growth…
