The human brain is a big fat mystery. You drop in an idea, pull the lever, and the craziest contradictions pop out. People tell you they want to save the environment, yet they buy SUVs. They tell you they want to live a healthy life, but they eat bacon on everything. Clearly, we can’t rely solely on what consumers tell us. We have to study their unconscious motivations. We have to learn how the brain gets where it’s going.
When consumers are plopped into a new physical or digital landscape, they immediately begin to draw on a deep reservoir of beliefs, experiences, and information. They follow a “cognitive map” that allows them to find themselves within the broader context—this is where I am, this is what I think, this is what I should do next.
Traditional marketing is dead. We can’t just stand on the rooftops and shout our message anymore, crossing our fingers that someone, somewhere is listening. We have to meet consumers on their own terms, we must practice everyday engagement, and connect with them when they’re cognitively ready to engage.
And at the heart of everything we do is a tried and true methodology, a secret sauce if you will, which allows us to chart those cognitive maps and optimize your brand interactions.