Emotionistas
I was at a brand conference recently and heard Dan Hill give the keynote address about emotionomics, facial coding and innate human physical reactions. We know that people say one thing, but may feel differently or behave in a manner inconsistent with what they have told us. That is a minefield for sellers seeking to connect with their consumers.
Dan Hill spoke about the need to tap into consumers’ unconscious feelings in order to understand how to truly connect with them. His premise is based upon the non-verbal, instinctive physical cues that humans inevitably provide in response to situations, especially those cues in facial expressions due to the unique physiognomy of the human face. Consider the fact that there are a number of innate behaviors that are not socially developed, such as the tendency of a baby of any cultural background to smile and recognize smiles, or that people blind from birth also instinctively know how to smile.
Anyone who has read Malcolm Gladwell’s Blink will have been stunned by the “Love Lab.” John Gottman, the psychologist who runs this program, can predict with 95% accuracy whether a couple will be together in 15 years just by watching an hour of their interaction. Facial cues are incredibly difficult to conceal or control.
Dan Hill referred to the French philosopher and brand archetype expert, Dr. Clotaire Rapaille. One of Rapaille’s insights that he applies to his practical work is that people behave in subliminal ways guided by deeper, more primitive prompts from the amygdala and cortex components of the brain, not the rational parts of the brain.
dd|a is currently implementing a substantial brand renovation for a client whose brand archetype has been determined by Rapaille to be the “Lover.” Our visual and verbal brand expression is giving life to that archetypal identity of this client. By implementing this archetypal iconography, our client will be better placed to connect deeply with the core drivers of our client’s consumers’ behaviors.
For brand creators and managers, the advice might be paraphrased as this: “Be on emotion, not on message.” We should all be emotionistas.
Written by Stuart
About the Author: Stuart isn't often heard divulging his shady history. This, unfortunately, is not one of those times.
November 12th, 2008 at 7:03 pm
I found your article to be quite interesting as well as enlightening to read. I would also like to say I love your writing style. As an English major in college it is refreshing to read such a well written piece of work.