3D Marketing Avatar

We build ‘3D’ avatars of your products and customers so you understand how and when they fit together.

  • Step 1:  Find stories that describe the products and customers that are top of mind.
  • Step 2:  Scan products and customers with our Story Lens
  • Step 3:  Use the scans to help customers, promote products, search engine and website navigation, and more…

Look for our updates at www.scenario2.com www.neuropersona.com and www.speedsynch.com

Cheers,

Nick

Masks vs Buy Button

Is there a “Buy Button” and why do customes do something else when advertisers hit the Buy Buttton, again and again?

The ‘BuyButton Boys’ insist the brain has a ‘buy button’ that they can show you, for a fee.  Of course this is confusing as if this idea existed why would they tell you about it but rather use it themselves?  It is much harder to help people buy or help them understand how a product helps them accomodate their process, story and objectives.

Maybe the Buy Button shows you why people buy?  Well…probably not as the way people measure changes, quickly.

Command and control is a very comforting thought for marketers and their customers who want to minimize risk in oder to maximize ‘ROI’ or return on investment.  So lets’ look carefully at risk mitigation or risk reduction.

  • Customers buy your product to help them do something or accomodate a PROCESSES.
  • They have a STORY in mind, perhaps many, when they are looking for a way to get the job done.
  • Customers MEASURE what they are doing because they have limited time, money, energy….
  • Usually people have BRAND preferences, usually to minimize their own risk.
  • SOFTWARE helps people do the job or find the product to help them.

STORY, PROCESS, SOFTWARE, BRAND and MEASURE is a Story Lens.

A Story Lens helps a marketer understand which story, process, software, brand and measures are important to a customer at one moment in time so that they can be offered the closed product value proposition.

Why is a mask better?

Masks trump buttons because people can remove one mask and wear another depending on the stories and processes important to them at one moment in time.

Masks provide perspectives, buttons claim to provide instant respose.

If you believe that your customer needs change and they have freedom to make choices then use masks to understand them.  On the other hand if you believe your customers are robots, look for their buy button.

Cheers,

Nick www.neuropersona.com

Buyology, fMRI and Neuropersona

fMRI is sometimes seen like a ‘mind machine’ or rather as a tool that can tell us what people think. I think not.

It is simple enough to understand that many different things can cause the same parts of the brain to ‘light up’. To clearly show a picture of the subtle connections between products and people interesting to marketers or brains would have to be big, very big.

Our brains are multi-functional, they deal with complex things and more than occassionaly the same part of the brain would light up.

photoshop practice again  Originally uploaded by nats

See this post about the ‘simple’ sense of smell and then think about the idea that the nose can be simply fooled. Marketers will be fooled the same way. Or rather the companies that pay large fees.

There is a simpler way to understand the relationship between people and products; stories. While tools like fMRI can fill in parts of the puzzle they are seen as the ‘silver bullet’ or ‘easy button’.

fMRI will evolve, funded in mostly by those who chase the dream of the single certain answer rather than understanding freedom of will or even simple choice rules.

Cheers,
Nick
www.neuropersona.com

Mind Control with Mattel Mind Flex

Brain waves control the toy and may eventually help  understand the person behind a Neuropersona mask.

Cheers,
Nick
www.neuropersona.com

Mattel Mind Flex

Originally uploaded by Andrew Maiman

Japanese Mind Reading Technology

The Japanese are busy creating software to record the mind and specifically understand and record dreaming.

Consider how you can build up a library of dreamscapes that suit different Neuropersona needs and show them to people.  This would let you understand responses quickly without asking a single question.

Cheers,

Nick www.neuropersona.com

WOMANIZER Secret Sauce

 This is a follow-up to the BRAIN ECHO post.
The SECRET SAUCE in WOMANIZER is understanding how EMPATHY and SYMPATHY operate simultaneously.
 
PERSONA GUIDE -- Empathy vs Sympathy Balance

PERSONA GUIDE -- Empathy vs Sympathy Balance

From http://www.sciencedaily.com/releases/2008/08/080830192456.htm

I have participated in a similar experiment with no blindfold where the– 

  1. Experimenter strokes my hand (behind the separator) and the false hand in front of me so I ‘feel’ the false hand. 
  2. Experimenter stops touching my ‘hand’, takes a large needle hidden in their lap and sticks it in the false hand.

Usually the subject screams as they ’empathize’ with the false hand but some subjects, including me, respond much less dramatically as while we sympathize with the false hand we don’t scream or jump as we see the needle plunged into the false hand. 

 The ability to empathize is good until it gets out of balance. 

 Good Persona construction strikes a balance between empathy (perspective from inside the subject) and sympathy (perspective from outside the subject).  Indeed we strive for multiple simultaneous perspectives in a Persona build otherwise the measures are imbalanced.  Perspectives are reflected in a combination of numbers and stories.

 How can I use this understanding commercially?

Empathy is a good to to help align company Products (seller) to PERSONA perspectives (buyer)

In future posts we’ll explore the connection between SHELL, GBN, Pierre Wack, Sufism, Scenarios and multiple simultaneous perspectives.

 

Cheers,

Nick

www.scenario2.com

WOMANIZER Brain Echo

WOMANIZER is a brilliant Brain Echo and highlights the hot topic of neuroscience marketing or neuromarketing.

The BRAIN ECHO  was discovered by accident when we looked at music that keeps repeating in your mind.  Think of an event where people gather, a party, dinner, movie or community gathering.  A good time is had by all and the next day the people who attended call each other to share experiences, stories and feelings.  They may write about it in their journals or post to blogs but eventually the attention paid to the event receeds just like a series of echos where each echo has a little less volume than the one before.

Enter WOMANIZER and see how to  boost the volume of the music playing in the event we all know as BRITTANY’s COMEBACK and consider how we can apply the same techniques and tools to boost the volume in any marketing campaign with three simple steps–The event, community, volume booster or BRAIN ECHO.

Brittany’s career is a series of events and there is a large community or series of communities that follows her brand.  Recently her career has receeded for any number of reasons and an attempted re-start in 2007 failed, it did not have the juice to start a BRAIN ECHO.  Then came CIRCUS and WOMANIZER.

WOMANIZER is brilliant, basically a repeat of one word with words and video that aligns with Brittany’s image and the myth needed by the music industry.  Blogs went wild–analysis, surveys, posts, counter-posts and enough buzz was created to shame the APPLE/Steve Jobs hype machine.

WOMANIZER echoed in brains across blogs and brains across the world and worked backwards into the faithful Brittany communities to pump up the volume.

Marketers spend billions of dollars attempting to create what Brittany accomplished and to no avail so lets look at the patterns that her business managers used to focus on three core success patterns: 

  1. Community, it’s easier to engage a community if they trust the person, product or story.  
  2. Deliver raw material for customers (music industry, bloggers…) to create their own content and let that content sell the product.  
  3. NeuroScience Marketing best practice is to focus on what drives behaviour in a Persona, not product. 

WOMANIZER built on a failed comeback attempt in 2007 which was successful in re-connecting Brittany to her communities as a person.  In 2008 Brittany was the search term of the year so getting the music industry and other bloggers who depend on traffic interested was a no brainer.  Content was spewed out every day causing a frenzy.

The key element of the content creation was targeting behaviours not product.  Once behaviours were accomodated and aligned then buzz was crafted and built like a TSUNAMI.  This was done using NeuroPersona constructs.  Content was delivered with story elements that helped bloggers, analysts and editors deliver ‘unique’ content on Brittany fast.  Content was pumped down standard channels and branded, co-branded and occassionally de-branded.  The numbers and metrics were included so that no time was wasted in re-purposing the content to add to the web frenzy.

As a song WOMANIZER is ok but as a piece of a larger event orchestrated for NeuroScience marketing exploiting Neuropersona constructs, it is brilliant.

A BRAIN ECHO crafted by a STORY LENS to align content to the community and value chain and ensure success.

Cheers,

Nick

www.neuropersona.com