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The Problem With Advertising

Why advertising – and any other communication -- does not work.

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The Problem With Advertising

  1. 1. First Mind: Second Mind: • Conscious Mind • Subconscious Mind • Rational • Irrational • Intelligence • Imagination • Logical • Illogical • Reasonable • Unreasonable • Awareness • Unaware • Judgmental • Non-Judgmental • Linear • Circular • Gatekeeper • Indifferent • Lacks Power • Powerful Defines 10% of our F I R S T M I N D buying behaviour Defines 90% of our S E C O N D M I N D buying behaviour
  2. 2. COMMUNICATION Majority of communication is F I R S T M I N D rejected by the Gatekeeper S E C O N D M I N D
  3. 3. COMMUNICATION Majority of communication is F I R S T M I N D rejected by the Gatekeeper Your Brand Must bypass the Gatekeeper & resonate S E C O N D M I N D with your consumers Subconscious Perception
  4. 4. POSITIONING & COMMUNICATION B R A N D Your Brand Story H O T S P O T
  5. 5. The 2nd Mind Delivers the Brands Subconscious Hotspot
  6. 6. How can the Brand Hotspot help you? Pretty much anything to do with your business from ... • Your Business Your Brand • – Strategy – Strategy and Positioning – Change Management and – Competitive Analysis Transformation Programs – Customer Analysis and Management – Industry Analysis – Logo design and Corporate CI – Your Brand Environment • Your Staff – Activation and Engagement Strategies – Culture – Communication – Internal Communication – Audit – Induction Programs – Measurement – Performance Management – Reputation Management – Behavioural Alignment – And so on – Touch Point Management – Heck -- even your safety program To anything else you need! • Why? Because you are measuring and controlling how people think, feel and behave around your brand and your business!

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