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Hero Archetype : Brand Strategy & Brand Positioning Using Archetypes

June 22, 2020

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Marketing to Younger Generation, Teenagers is like B2B Marketing with Influencers as Expert Advisors - Professor Michael Solomon discusses the 'Me vs We' dichotomy

Behavioral Science for Marketing- Matthew Willcox- Behavioral LENS Framework- Loss Aversion, Ease, Now or Near, Self & Social Proof

Matthew uses a framework called the behavioral LENS, where LENS is a short form for the important constituents of his framework. In this podcast section Matthew explains the framework. We give a short summary on his LENS framework based on his observations below. L for Loss Aversion LENS has four, four parts, the first part is the idea of loss. So L is for loss and loss is really the the notion of how the prospect of a loss affects our choices. Loss works in many ways. Loss motivates us to do something. If we feel that there is a prospect of losing it, we might want to grab it. One of the most important conversations Matthew has with marketers is about how the prospect of loss may stop people from doing things. So one of the things that Matthew does in his workshops is to get marketers to think about what might people fear losing that stops them from adopting the behavior change we want them to make. Matthew cites a quote from Ron Heifetz of Harvard Kennedy School- ‘People aren’t chang

Takeover- Why Akbar is Relevant

Akbar, was a really powerful king. He had an empire that extended from the mountains of Hindu-Kush to the Bay of Bengal. As an emperor he had the sheer might to crush his opponents, to smash their kingdom into rubble. Like they do ‘a hostile’ (takeover) these days. Akbar, however, preferred to integrate. He married into the Rajputs , his fiercest & most tenacious opponents. His favoured queen was a Rajput queen Jodhabai. He gave Rajputs a lot of respect, important jobs in the army and bestowed on them a lot of honours. It was a wise thing to do. While Akbar was an uncontested Emperor, the Rajputs remained kings of their small kingdoms. So while Akbar had a vast empire he saved a lot of his time from martial pursuits. Instead he worked on pursuits of a different kind like ideating about a new religion. History teaches us that takeovers in the Indian context are never clean. It is not as if somebody is selling his company, because the company will be better off with

Behavioural Priming, a Cognitive Bias that Influences Behavior. Application of Behavioral Science in Marketing, Advertising and Research

In this video Dr Kurt Nelson explains the concept of behavioral priming in a simple manner. In a nutshell, behavioral priming refers to the notion that exposing people to an external stimulus activates a mental construct or neural pathways associated with this stimulus which may in turn affect overt behavior without the actor necessarily being aware of this influence . Dr Kurt is an innovative leader, engaged in helping companies use behavioral science insights to help companies and people improve.

Matthew Willcox on How Context is Everything, Why Context in Important for Media Placement & Selection & How It Affects Consumer Choice

If Content is King, then ‘Context is Queen'. Matthew Willcox argues that context, in its broadest sense, makes a big difference in how people choose. As marketers we fixate on content, and see it as king, because it seems easier for us to control. However, that is an illusion. Context can either nullify or turbocharge content in terms of how it influences choice. Your content is only as good as the context that surrounds it allows it to be. The king isn’t dead, but long live the queen. Brain is Like a Smartphone Matthew discusses Griskevicius’s point that brain is like a smartphone, which when activated in different apps or modes, performs quite differently. Matthew explains the experiment that when primed into Self-Protection mode by something scary like a clip from The Shining, the brain guides us toward the safety of crowds. When in Mate Acquisition mode, the brain drives us to throw caution to the winds and stand out from the crowd.The idea that different evolutionary su

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