{"id":943,"date":"2019-05-22T10:48:45","date_gmt":"2019-05-22T14:48:45","guid":{"rendered":"http:\/\/www.kenbanks.com\/?p=943"},"modified":"2019-05-22T10:48:47","modified_gmt":"2019-05-22T14:48:47","slug":"activate-the-brain-stimulate-your-brand","status":"publish","type":"post","link":"https:\/\/www.kenbanks.com\/?p=943","title":{"rendered":"ACTIVATE THE BRAIN&#8230;STIMULATE YOUR BRAND!"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">KEN BANKS\u2019 BLOG MAY 2019 <\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"KEN BANKS&#039; BLOG MAY 2019\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/q9Y2KWojOyM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">PRESS PLAY&gt;&gt;TO VIEW THIS MONTH\u2019S WELCOME VIDEO<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ACTIVATE THE BRAIN\u2026STIMULATE YOUR BRAND!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nine years ago, I got together with another\nconsultant\/speaker to co-author <strong><em>Brain Branding\u2014Activate the Brain\u2026Stimulate\nYour Brand <\/em><\/strong>which is now available on Amazon and Kindle.&nbsp; I had been consulting and presenting on\ndeveloping an effective brand for several years, but when I heard Robyn\u2019s\npresentation on communication and whole brain thinking, I believe together we\nhad discovered an innovative way to make branding come alive for marketers in\nalmost every consumer industry.&nbsp; Robyn\nhad been enlightening her audiences on the fact that the brain is actually\ndivided in four quadrants\u2014not just two halves.&nbsp;\nAs I listened to her, it became apparent that the differences in these\nfour quadrants mirrored four of the five steps that I had learned were\nnecessary in creating a successful brand strategy.&nbsp; So, we put our \u201cbrains\u201d together and develop\nBrainBranding.&nbsp; It was a new way to look\nat how to understand customers better by studying the way these customers think\nwhen they decide to shop a certain store, buy a specific brand, or use a special\nservice.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"697\" height=\"1024\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2016\/10\/BrainBranding-Front-cover-697x1024.jpg\" alt=\"\" class=\"wp-image-144\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">We have been promoting our book and presenting ever since by\nhelping marketers understand that there are four thinking styles:&nbsp;&nbsp; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Investigator\n(Quadrant A<\/strong>)-&nbsp; This customer\nresearches extensively before making&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;\ndecision. And it\u2019s not just price, the investigator wants to know\nproduct features, reviews, warranties, service and history.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Coordinator\n(Quadrant B)- <\/strong>Reliability and dependability are important to this\ncustomer.&nbsp; Requiring simplicity and\npracticality, she wants a clear definition of the features and looks for\nsolutions to the need or problem that nurtured the interest. The coordinator wants\ndetails and facts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Relater (Quadrant\nC)-<\/strong> A relationship is important to this customer and they will seek out a\nseller who is personable and genuinely interested in them and their needs. <br>\nAn emotional connection is critical and once you have it the brand loyalty is\ndifficult to lose. Want benefits and will share them with others and is\nmotivated by a positive purchase experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Trendsetter\n((Quadrant D)- <\/strong>This customer wants the latest and the newest technology or\nstyle. Anticipates \u201cout of box\u201d thinking and innovative features and\nbenefits.&nbsp; An early adapter who prefers\nmultiple options for brand usage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The interesting fact is that research has shown that over\n90% of the people in the market are motivated by all of these styles to some\ndegree.&nbsp; So, you can\u2019t just brand to one\nstyle, you have to have-e a brand message that hits all four to some extent and\nto do that the marketer has to exercise these same styles in a four-step brand\ndevelopment strategy and they aren\u2019t in the same order as presented above.<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>&nbsp;CREATE\nYOUR VISION\u2014(Trendsetter)Look to the future.&nbsp;\nWhy does your brand exist?&nbsp; What does\nyour future vision look like and how will the market change.&nbsp; Look for state of the art options and unique\nbenefits.&nbsp; Be creative in your\nmessage.&nbsp; Stand out. Have a strategy\nbased on the future as well as research of past competitors and brands.<\/li><li>&nbsp;CONDUCT\nRESEARCH (Investigator)\u2014Get the facts about your brand and what it\u2019s all\nabout.&nbsp; Look at market history and\ncompetitive brands.&nbsp; Look at brand\nhistory and sustainability.&nbsp; Dive into\nthe statistics that support your brand\u2019s position and analyze the competition\nfor strengths and weaknesses. Determine the brand\u2019s position and its value\nproposition.&nbsp; This is the TRUTH of the\nbrand.<\/li><li>COMMUNICATE AN EMOTIONAL VALUE (Relater)-\nUnfortunately, many marketers jump into a new ad campaign or theme before doing\nthe necessary homework above. Once you\u2019ve done the homework, you can start\ncommunicating the feelings that you want the customer to have toward your brand\nand how they feel toward you as seller.&nbsp;\nCommunicate the benefits of using your brand or service. Let them know\nWhat\u2019s In It For Them!&nbsp; Develop the HEART\nof the brand\u2014how it makes them feel inside and what personal service it\nprovides.<\/li><li>CONSTRUCT A PLAN (Coordinator)- Add some form to\nyour substance with a plan that is comprehensive and executable (and\nunderstandable). Combine the 3 steps above into a marketing plan and develop a\nreasonable timetable and measurement for success.&nbsp; Honestly determine the state of the brand\ntoday and where you want it to be in the future (and how to get there.)<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">That leaves us at the Step Number 5, which we have added\nbecause without it all of the others are just an exercise in futility or at\nbest mediocre results.&nbsp; That is to LIVE\nUP TO THE BRAND EVERY DAY!&nbsp;&nbsp; In order to do\nthis, you must market your brand to your staff and those who represent you in\nevery aspect of the business.&nbsp; This is\njust as detailed as the plan in Step 4 above.&nbsp;\nIt is not just a video or memo that briefly explains the new brand\nposition, it is a marketing strategy developed by and for everyone who has a\nstake hold in the product or service.&nbsp; If\nthe server or salesperson doesn\u2019t get it and demonstrate it with every\ntransaction, the customer won\u2019t return.&nbsp;\nIf the service department or product development don\u2019t create what is\npromised in the marketing, they won\u2019t buy it.&nbsp;\nIf the message isn\u2019t consistent with your brand strategy and have appeal\nto all of the thinking styles noted above, forget about success.&nbsp; <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1022\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2016\/10\/tmComplete-Snowflake-1024x1022.jpg\" alt=\"\" class=\"wp-image-152\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">All of this is discussed in more detail and with specific\ncase studies and example in our book.&nbsp; We\nalso developed a manual that walks you through the process of developing a\nsuccessful brand.&nbsp; Good luck and\nStimulate Your Brand!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>KEN BANKS\u2019 BLOG MAY 2019 PRESS PLAY&gt;&gt;TO VIEW THIS MONTH\u2019S WELCOME VIDEO ACTIVATE THE BRAIN\u2026STIMULATE YOUR BRAND! Nine years ago, I got together with another consultant\/speaker to co-author Brain Branding\u2014Activate the Brain\u2026Stimulate Your Brand which is now available on Amazon and Kindle.&nbsp; I had been consulting and presenting on developing an effective brand for several [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-943","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/943","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=943"}],"version-history":[{"count":2,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/943\/revisions"}],"predecessor-version":[{"id":945,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/943\/revisions\/945"}],"wp:attachment":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=943"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=943"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=943"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}