Choices, from what coffee to buy, to what payment format to use to travel, bombard consumers every day. However, with consumers typically shopping on autopilot, sticking in consumers’ minds is increasingly difficult for brands.
Consumers typically shop to address a specific need or situation. For each situation or need, the brands that spring to mind may be quite different. Trying to be the default choice against every set is almost impossible (unless you’re the category leader). There are, however, ways to pilot the autopilot.
Fame, stand-out creativity and salient signposting can help make your brand stickier. However, marketers such as Byron Sharp and Daniel Kahneman have begun to show the more deep-rooted, underlying ways brands get stuck in consumers’ heads.
Partnering with TCBA, we explored how this new and traditional thinking works together and how it impacts brands in the real world.
We didn’t dismiss traditional theory, because we know the subconscious and rational parts of the brain play different roles in different categories. It was a case of reassessing how a brand benchmarks its performance and ensuring this wasn’t out of sync with how our brains work.
Headspace gives CMOs a roadmap to greater brand equity and better return on investment.
CMOs can now map out how much headspace they and their competitors are achieving and how sticky the brands are. From this, they can then identify where the opportunities for greater stickiness are and adjust their creative to deliver greater headspace and growth for the brand.
In Headspace, marketers now have a practical tool that helps them understand not just what their brand evokes, but what evokes their brand, and how they can harness these cues to grow more effectively.
With this new way of benchmarking their current performance and a new framework to make more informed decisions, more effective creative and (overall) brand marketing will follow.
Nick Ward is head of creative strategy at Cubo
This advertisement feature is brought to you by the Marketing Agencies Association, supporters of the Guardian Media & Tech Network’s Agencies hub.
