Campaigns from the unconscious mind.
Strong brands carry a set of emotional associations. Aside from repetition, nothing makes a campaign more memorable than strong emotions. Strong emotions come from the unconscious mind, so it’s the best place to generate solid brand demand.
How does this benefit you?While consumers can’t always describe why they like a brand, their brain can. If we bypass the gap between what they say and what they mean, we can unlock the secrets of the mind and possess the code to greater profits. After 35 years as a psychotherapist, I have developed a method that consistently reaches the unconscious mind, the source of our perceptions and buying behavior. The language of the unconscious mind is symbols. Discovering the one that resonates with the widest segment of a targeted population is a formula for a higher response rate. As the endorsements below demonstrate, uncovering the right symbol provides a powerful, reliable handle to reach inside the psyche and quickly motivate. Within a targeted population, a “Universal Unconscious Symbol” will trigger a strong emotional connection to brand and an almost irresistible primal push towards action. Large groups share the same Unconscious Symbols, so ferreting out the symbol that resonates with the widest segment can be critical towards marketing success. For example, when Betty Crocker’s Instant Cake Mix flopped in 1950, a team of psychologists observed that women felt guilty when not involved in the baking process. When the instructions where changed to require an egg, the Unconscious Symbol of female fertility, it became an instant success. Why? Because it emotionally resonated with a large segment!Within the mind, symbols are reality!Symbols not only produce strong emotions, but a meaningful symbol (or the elements that represent one) creates a strong emotional connection to a product, service, brand or industry. Simply put, a “Universal Unconscious Symbol” provides a firm foundation for Creative to strike a deep (yet almost unseen) cord with those you want to attract and motivate. The service and data I provide can confirm a campaign’s direction or help to secure a new platform to get the message out.
About Me
A young creative entrepreneur with passion in advertising, technology and trendspotting. Fall 2009 Studio Intern @ Crispin Porter + BoguskyRaised in the art of reverse engineering aka breaking my toys.
