Great webinar by Gary Singer, founder and CEO of Buyology Inc. (@BuyologyInc) entitled, “Building Your Brand: Understanding the Non-Conscious Drivers of Choice.”

Like Dr. A.K. Pradeep (@akpradeep), the founder of NeuroFocus, that I wrote about in “Consumer Insights on the Buying Brain“, Mr. Singer suggests that 85% of decision-making takes place on an unconscious level.

He and his company have identified 10 brand activators of how consumers unconsciously, yet passionately, connect to brands:

  1. A Great Story — we all know that a powerful story is the best way to embed the benefits of your brand in a consumer’s mind.
  2. Clear vision — you need to be delivering a consistent and focused message over time so the message is reinforced in the consumer’s mind without requiring them to assimilate different messages.
  3. Sensory appeal — Starbucks has accomplished this with both smell and visuals.
  4. Enemy — compare and contrast yourself versus something you are not (e.g., Apple versus Microsoft).
  5. Symbols — Neither Nike nor Coke need their brand name attached to their logo any longer. Microsoft has created an aural symbol that is reinforced every time Windows is launched.
  6. Mystery — consumers love a sense of mystery but nothing that makes them work too hard. One example are the codes for the different condiment combinations of an In and Out Burger.
  7. Rituals — Guinness has done this with the proper way to pour its beer.
  8. Grandeur — becoming recognized as an icon of your industry around the world. Both Apple and Google have accomplished this as has Coca-Cola.
  9. Sense of belonging — giving consumers the feeling that they’re part of the brand. Zappos has done this with the tour of their facility in Las Vegas. I look forward to taking the tour and meeting some of the empowered employees.
  10. Evangelism — enlists the strong support of your followers so they become supporters and even “raving fans.” Mini and Harley Davidson have done a great job of enlisting owners and turning them in to raving fans.

To create stronger, more durable relationships with your customers:

  • Understand which non-conscious brand activators will enhance marketing efficiency and transformational growth.
  • Know that their preferences are the most broadly accepted, rigorous, scalable and global measure of non-conscious brand decisions.
  • Determine what actionable strategies are linked with particular brand activators.
  • Track brand activators over time and determine if they are changing.
How do you do this? Start by engaging your customers and encouraging your employees to do the same. The more you engage your customers, the stronger their emotional connection to your brand.
The stronger their emotional connection to your brand, the higher the probability they will become “raving fans” and start doing your marketing for you.

Which of the 10 brand activators are having the greatest impact on your loyal customers?




Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional