Brand Generosity

By Saiful Islam

In order to build strong brand resonance (Keller's Brand Equity Model), a brand has to accomplish its holistic mission on growing both 'HEAD' and 'HEART' sides of the brand.
We must shape how customers think (HEAD) and feel (HEART) about your product. A long term engagement or meaningful relationship mus be the orientation if we want to build the right type of experiences around your brand, so that customers have specific, positive thoughts, feelings, beliefs, opinions, and perceptions about it.
Head side also represents the logical judgement of customers toward brand performance. Unfortunately achieving good score on head side doesn't mean that the brand will automatically gaining the brand resonance and win the market share. The emotional bank account between brand and customers also must creates positive balance as result.

Fact says that "95% of customers purchase decision driven by Subconscious Mind" – Gerald Zaltman (Harvard Business School). That's mean heart side or unconscious part of customers mind play very important role on customers decision on purchasing goods or services. Brand with huge deposit on emotional bank account will gain more advantages rather than the brand which focus only on head side. Customers are bombarded with thousands of brands everyday, and they have to pick one or several of them in an instant time. Only brands with the strong emotional connection resonance the Amygdala and always come up as the first choice.

Just like us, the customers are being picky on with whom they will build their emotional relationship. They will prioritize someone who benefit them rather than others who make so many emotional withdrawals. Any type of relationship, whether it is between family members, people we work with, friends, or customers we serve, takes a lot of work to maintain and build upon. And much of the cement that improves our relationships is developing trust, compassion, and acceptance of the other.

Generosity is a code that acceptable by any kind of people. In this book we will find practical ideas that bring the brand generosity spirit as part of its brand messages delivery strategies. It works effectively to open up a conversation between brands and customers with stay becoming lovable brand.
By stay being lovable, it will be much easier for the brand to shape the customers mind and perception in a convenience situation. Ideas and concepts in this book are very easy to understand and very practical to be implemented as a part of your integrated marketing communication strategy. And brand generosity is always fit in with any kind of company even though for start up and more over for a big company.

• Language: English
• Publisher: Saiful Islam
• Release date: Mar 24, 2013
• ISBN: 9781301856145

Saiful Islam

Saiful Islam was born on Malang, Indonesia on May 20th 1982. He has been graduated from Brawijaya University Malang-Indonesia as Electrical Engineer. He has been working on technical field as Core Network Engineer on PT. Telekomunikasi Seluler since 2008. He made his own research about several marketing issue such as Subliminal Advertising, Brand Utility and developing new concept which combine those two previous techniques named Anchor Branding. Since 2006 He hwon several marketing idea competition in national level about branding and marketing in strategic level. In 2012 He also recognized as one of Telkomsel Intellectual Knowledge Assets by his writing about marketing and branding issue with title “Shifting Branding Paradigm from Push Media to Pull Media”.

Book preview

Brand Generosity

Published by

Saiful Islam

Smashwords Edition

ISBN 9781301856145

.

Smashwords Edition, License Notes

This e-book is licensed for your personal enjoyment only. This e-book may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author

Copyright ©2013 by Saiful Islam

All rights reserved

Table of Contents

Chapter 1: The Brand Generosity, the Greatest Branding Trick Ever

Chapter 2: The Art of Mastering Customer’s Mind and Emotion

Chapter 3: Emotional Branding As an Important Pillar in the Marketing World

Chapter 4: Digital Lifestyle Invasion is the Right Momentum in Shifting the Branding Paradigm

Chapter 5: Shifting Branding Paradigm from PUSH MEDIA to PULL MEDIA

Chapter 6: Trick #1 Subliminal Advertising

Chapter 7: Implementation of Subliminal Advertising in Various Advertising Media

Chapter 8: The Unintended Syndication of Subliminal Advertising

Chapter 9: Trick #2 Brand Utility: ‘A Highway to Build Trust on Customers’

Chapter 10: Designing Brand Utility Type Suitable for Common Society

Chapter 11: Brand Utility Advantages

Chapter 12: FREEMIUM Quality is the Main Factor of Brand Utility Success Story

Chapter 13: Understanding the Six Brain Facts for Mastering Brand Utility

Chapter 14: Trick #3 Anchor Branding: Manipulating the Emotional Connection

Chapter 15: The Five Stages of Anchor Branding Techniques (A-B-C-D-E)

Chapter 16: Above All Content is Still a King

Chapter 17: Conclusions

About the Author

Bibliography

Table of Figures

Chapter 1

Brand Generosity, the Greatest Branding Tick Ever

Usual Suspect: The greatest trick the Devil ever pulled was convincing the world he didn't exist...

We never realize that so many great brands have shaped and controlled our mind and perception. They just can easily playing our emotions then lead customer behavior. I’m not going to debate these strategies is good or evil, but one thing for sure that these three branding methods are awesome.

Subliminal Advertising, Brand Utility and their combination Anchor Branding did a pretty good job on exploit the Brand Generosity. There are so many people that refuse to believe that those techniques have ability to modifies behavior invisibly, channels basic value systems, manages human motives, playing their emotions with major purpose shaping customer’s mind and perception.

The brand messages are being bombarded at customers continuously throughout the day, through books, movies, magazines, television, radio, gaming, music and others medium without irritating the consumers. And we feel there is nothing wrong with that and it is like we loosing something if not engaging with them. That is the key of awesomeness of those techniques, using the Mask of Generosity. While we are being mesmerized with the generosity and kindness of the brands, they can deliver the brand messages to our mind freely and remain unnoticeable. And these paralyze our critical thinking and consciousness, slow but sure these tricks work on change behavior of consumers.

Then how can something that we don't notice affect customer behavior? Well, unheeded doesn't mean unseen. Simply let us first understand how our perception works. As we know, our mind consists of two interacting parts: conscious and subconscious.

The subconscious part of mind operates below the level of conscious awareness; it controls reflexes, automatic functions and handles the processing and storing of incoming information. Sub consciousness is able to process 20,000 bits of information simultaneously, while consciousness can deal only with 7 ± 2 bits of information at the same time.

Subliminal Advertising, Brand Utility and Anchor Branding play on the Subconscious Mind zone with their great engaging concept. And throughout this book we will accompany you understand the tricks, the awesome and loveable Devil Tricks.

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Chapter 2

The Art of Mastering Customer’s Mind and Emotion

Civilization Might Have Changed, Marketing Technique Might Also Evolved But Not For Emotion

Marketing world is a very dynamically growing space with no exceptions towards branding strategy which has become an alteration engine. Different era therefore different system used. Branding Strategy involved quite many disciplines of knowledge towards its practice. Starting from the Marketing disciplinary itself, neuroscience, cognitive science, psychology, anthropology, art and design, mathematics, physics and many others.

That don’t stop just there, the growth of media and technology alter the face of today’s branding techniques. The most noticeable transformation primarily is the Branding Strategy which evolved through the development of interactive media used by customers.

Humungous revolutions also happened in the digital world that drives telecommunications gadget becoming more sophisticated at affordable prices. Smartphone that flooded various classes, from premium to the wannabe smart gadget has also becoming the master mind behind it. The existence of this smart gadget immensely influences the customer interaction model, either between them or as an already existed new interactive media.

Although the interactive media has immensely changed, one thing that has not completely change is the human’s emotion. Back then when people smile and do good things will make us feel comfortable, those things are also still applied till today. The rules are also applied when people being cynical to us, hurt our feeling or betrayal will make us mad and try to avoid that person.

In definition, emotion is an intense feeling showed to a certain person or something. The word emotion is a derivative from a French word emouvoir which means happiness, from Greeks word it is emovere which consist of e- which means beyond and movere which means move.

In Biology, all emotions came from our nervous limbic system which is at about the size of a walnut and it is located behind brain stem. Thus, it can be used as one of happiness indicator of a person. A human will tend to feel happy if his or her limbic system is not in an active condition. In