Foundational theory
Know more about the theory underlying our approach
OUR THEORY IS ANCHORED IN 3 PILLARS:
neuromarketing
behavioural
science
big data
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brands
+10.000
80
categories
Source : panel providers i.e Kantar, GFK
"People like to think that they think much more than they really think"
95%
of Consumer
decisions are
subconscious
Growth is mostly related to the constant ability to recruit new consumers
We need to act differently to adapt to this new perspective …
… making the brand:
Easy to think of
Easy to buy
PILLAR 1
Big data
Since then, panel providers (Kantar, GFK …) have digged into their whole sets of datas, consistently confirming the finding of B. Sharp (most brands & categories are following similar patterns), as well as which metrics are more correlated to brands growth than others (link to specific pages of Kantar , GFK…). Knowing these patterns helps to focus on the right levers and metrics, and to avoid wasting resources on less efficient levers.
PILLAR 2
Neuromarketing
Pioneers of neuromarketing are tobacco manufacturers. When legislation started to ban advertising for cigarettes brands, and then later on packaging, cigarettes manfacturer had to figure out how to still be able to communicate, without writting or showing their brands names. They started to work with neuroscientists, to better undertand how our brain reacts to certain stimulis. This has led to highlight the roles of of the part of our brain related to emotions & feelings, and the importance of the notion of Brands Assets …
PILLAR 3
Byron Sharp & the Ehrenberg Bass Institute
In 2010, Byron Sharp, and his colleagues at the Ehrenberg-Bass Institute, University of South Australia, have written the best-seller «How Brands Grow», a manifesto for evidence-based marketing, explaining how to build brands based on what works in scientific practice rather than what should work in marketing theory. Sharp reaveal some law-like patterns common to most brands, leading to the identification of 7 Laws of Growth.
6 Universal Growth Truths
that your brand is certainly following, as thousands of other brands
Brands grow faster by attracting more buyers not enough more occasions.
When penetration grows, frequency (and loyalty) generally follows.
Your consume base is a leaky bucket: 1 in 2 will be gone next year
Shoppers perceive low leve of differentation across competing brands.
Consumers are polygamous: you share most of your consumers with your key competitors.
A large part of your buyers only buy you once.
Distinctive assets
​
Distinctive assets are learned associations (or memories) triggered by a non-verbal stimulus.
Building strong association between a brand and ownable images, slogans, characters, sounds, advertising formats, music, shapes, and colors which cause the public to think of their brands even when the brand is not present.
An image of a cowboy might evoke the Marlboro brand and a picture of the actor George Clooney holding a cup of coffee may evoke the name Nespresso even though neither brand was present in the picture. These are just two examples of distinctive assets that we have learned to associate with brands and these are the means through which we can quickly recognize or easily think of brands.
​
Have you identified & deployed your Distinctive Assets ?
If 95% of people decisions are subconscious … how can brands have an influence on them ???
7 Laws of Growth
After several brusing rounds of marketing mith-busting, the book "How Brands Grow" written by Byron Sharp, outilines 7 scientifically derived rules for grand growth
01
Continuously reach all buyers of the category (communication and distribution) – avoid being silent
02
Ensure the brand is easy to buy (communicate how the brand fits with the users life)
Get noticed (grab attention and focus on brand salience to prime the users mind)
03
Refresh and build memory structures (respect existing associations that make the brand easy to notice and easy to buy)
04
05
Create and use distinctive brand assets (use sensory cues to get noticed and stay top of mind)
06
Be consistent (avoid unnecessary changes, whilst keeping the brands fresh and interesting)
07
Stay competitive (keep the brand easy to buy and avoid giving excuses not to buy (i.e. by targeting a particular group)