Is there something potentially very powerful that the insights of the last 100 years of psychotherapy and psychoanalysis and the very latest discoveries of neuroscience can add to the planning process of brand communications?
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Emotional
Primal
Traditional planning is founded on the rational, but knows that insights must also connect emotionally. It has also increasingly drawn on behavioural economics. Great advertising creative has always made strong emotional connections and played into our more primal motivations. But what is this third motivation the primal and is there a way of bringing its insights more into the planning process?
Copyright Derek Draper 3rd October 2012 Page 2
Our brains
What neuroscience tells us about how our brains work Our visceral responses - to sex, desire, status, comfort and attachment - all come from the oldest, mammalian, part of our brains. These almost always trump emotions which almost always trump rationality.
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Our genes
What evolutionary psychology and genetics tell us about our genetic disposition Our genes programme us to behave in a way adapted for primitive life but often unsuited to modern life.
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Our unconscious
What Freud and Jung told us (and neuroscience confirmed) about our unconscious Much (up to 95%) of what we believe and do is beyond our unconscious awareness i.e. we cant explain it rationally. By much more than we appreciate consciously we are deeply affected by stories and by collective symbols and archetypes e.g. the sun, a cradle, a lighthouse , the father, the hero, the warrior etc. So, primal motivations are about storytelling, symbols and primitive drives and associations.
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Further questions that arise from a primal focus about a brand or a brand communications idea:
Does it trigger anything fundamental in our mammalian brains? Is there anything it might trigger that would help us? Do we have unconscious associations to / memories of it? Are there any that we can create that would help us? Does it relate to any symbols or archetypes in our mind? Are there any appropriate ones we could use in our brand communications? Does our genetic disposition lead us to have a visceral response to it? Could we create something that would in a helpful way?