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Neuro-marketing – How we define what you are really selling

Neuro-marketing – How we define what you are really selling

We believe marketing is a method and consumer buying behaviour is a science (neuro-marketing). We developed our branding system to combine the two to make marketing a methodology.

Our system is based on Swiss psychiatrist Carl Jung’s theory of ‘archetypes’ or brand characters. Archetypes allows us to define the soul of your brand and express it in ways that tap into universal feelings and instincts we all have.

Jung stated we are all born with an understanding as to what certain characters (archetypes) are, e.g. think of a mother figure (Caregiver). If I asked you to write a page of descriptors as to what that means to you, you would have no trouble filling the page and what you would write, would be very similar to many others. This is why we align your brand with an archetype. When we start telling stories and using language in the context of that character, your customers can easily connect with your brand. It feels right, they know you get them and you no longer need to compete on price or product features. e.g. Jeep, they are an Explorer brand. In their marketing they talk about all the places you can go, and show the owners away from home, in rugged landscapes escaping and discovering new things. They are selling freedom ultimately, the vehicles just enable that feeling.


Belinda Vesey-Brown About the author