Branding Between the Ears

1. Cognitive brands work the way the brain does, tapping into subconscious decision-making

Cognitive brands are the keys to unlocking the sensations of experiences and fantasies stored in our minds, to make us happier and lure us to the brand.

Brain-brand alignment. Cognitive branding leverages recent advances in neuroscience and psychology to design brand experiences that mirror how the human brain actually processes information and makes decisions. This approach recognizes that up to 95% of consumer choices occur subconsciously, driven by mental shortcuts and emotional associations rather than purely rational deliberation.

Key brain processes. The cognitive branding framework focuses on four main functional subunits of the brain:

• Associator: Draws on past experiences to make quick, intuitive judgments
• Deliberator: Engages in more effortful, analytical thinking when needed
• Learner: Continuously encodes and updates brand-related memories and associations
• Conator: Drives motivation and action based on anticipated happiness and personal goals

By aligning brand strategies with these natural cognitive processes, marketers can create more compelling and memorable brand experiences that resonate deeply with consumers on both conscious and subconscious levels.

2. Brand vibes create emotional connections and shared values with consumers

Brand vibes are compacts, not fantasies. Brands that betray the confidences they build with their customers can find themselves deep in a hole they cannot climb out of.

Emotional resonance. Brand vibes are the initial emotional connections that a brand forms with consumers, setting the stage for deeper engagement. These vibes can be created in two primary ways:

1. Shared feelings: Demonstrating empathy and understanding of consumer experiences
2. Shared values: Aligning the brand with causes or principles important to the target audience

Trust-building. Effective brand vibes build trust by:

• Acknowledging consumer pain points or aspirations
• Demonstrating authentic commitment to shared values
• Creating a sense of kinship or belonging

Examples of powerful brand vibes:

• Subaru's subtle messaging to the LGBTQ+ community
• Ben & Jerry's commitment to social justice causes
• Nike's partnership with Colin Kaepernick

By establishing these emotional connections, brands prime consumers to be more receptive to their core value propositions and messaging.

3. System 1 Easers make brand choices feel instinctive and effortless

System 1 Easers are all about leading consumers to make sense of the brand proposition instinctively, by going with the flow instead of fighting it.

Cognitive ease. System 1 Easers tap into the brain's preference for quick, low-effort decision-making. They make brand choices feel:

• Familiar
• True and authentic
• Good
• Easy

Key cognitive biases. Marketers can leverage several cognitive biases to create System 1 Easers:

• Anchoring bias: Providing a reference point for comparisons
• Loss aversion: Emphasizing potential losses over gains
• In-group bias: Creating a sense of belonging or identity
• Choice-supportive bias: Reinforcing the positives of past choices

Examples of effective System 1 Easers:

• DiGiorno's "It's not delivery, it's DiGiorno" campaign
• RxBar's transparent ingredient list on packaging
• Staples' "Easy Button" concept

By aligning with these natural mental shortcuts, brands can become the instinctive, low-effort choice for consumers.

4. System 2 Deliberators engage conscious reasoning for complex brand decisions

System 2 Deliberators have other peculiarities. Since they require mental effort, they do not kick in unless necessary.

Conscious evaluation. System 2 Deliberators are engaged when consumers need to make more complex or high-stakes brand decisions. They work by:

• Amplifying perceived value
• Lowering perceived risk
• Providing credible reasons to believe
• Reframing the context of the decision

Cognitive behavior therapy inspiration. The author draws parallels between System 2 Deliberators and techniques used in cognitive behavior therapy to change thought patterns:

• No-brainer method: Making the value proposition overwhelmingly appealing
• Pleasure prediction: Vividly illustrating potential positive outcomes
• Fight-or-flight: Addressing fears or concerns head-on
• Flirting training: Allowing low-commitment trial experiences

Examples of effective System 2 Deliberators:

• Uber's initial value proposition of convenience and cost savings
• Warby Parker's home try-on program
• Patek Philippe's reframing of watches as family heirlooms

By engaging System 2 processes, brands can overcome initial hesitations and build more enduring loyalty, especially for high-involvement purchases.

5. Brand resolve motivates consumers to act by aligning with their pursuit of happiness

Brands that find a way to be of help to the consumer in this quest are preferred and loved longer by consumers.

Happiness drivers. Brand resolve taps into the universal human pursuit of happiness by addressing three core intrinsic motivations:

1. Need for autonomy: Feeling in control of one's choices and destiny
2. Need for competence: Mastering skills and feeling capable
3. Need for relatedness: Connecting with others and being part of something larger

Conative energy. Different consumers have varying tendencies to pursue these needs, which influences their brand preferences and behaviors. Marketers can use tendencies-based consumer segmentation to target the right audiences with the most compelling happiness propositions.

Examples of effective brand resolve strategies:

• National Car Rental's "Go Like a Pro" campaign (autonomy)
• Mastercard's "Priceless" campaign (relatedness)
• PediaSure's positioning as enabling children to "grow up to be all they can be" (competence)

By positioning brands as keys to unlocking specific forms of happiness, marketers can create stronger resolve among consumers to choose and stick with their products or services.

6. Effective brand execution considers how the brain processes and remembers experiences

Brand impressions are based on only a small part of the total brand experience, namely, the climax and the end.

Selective memory. The brain doesn't equally process or remember all aspects of a brand experience. Key principles for effective execution include:

• Peak-end rule: Focus on creating memorable high points and strong conclusions
• Novelty bias: Unexpected elements are more likely to be noticed and remembered
• Story-based recall: Narratives are more easily remembered than lists of facts or benefits
• Multisensory engagement: Involving multiple senses creates stronger, more holistic memories

Execution strategies:

• Create distinct "brand signatures" across sensory touchpoints (visual, auditory, olfactory, etc.)
• Use storytelling to make brand benefits more memorable and relatable
• Surprise and delight customers with unexpected positive experiences
• Ensure the climax and conclusion of brand interactions are especially positive

Examples of effective sensory branding:

• Singapore Airlines' custom fragrance used throughout the flight experience
• Burberry's distinctive visual patterns and in-store scents
• John West's unexpected and humorous "bear fight" commercial

By aligning brand execution with how the brain naturally processes and remembers information, marketers can create more impactful and lasting brand impressions.

7. Ethical cognitive branding respects consumer autonomy and societal well-being

Just because you can, should you?

Ethical considerations. With great power comes great responsibility. As cognitive branding techniques become more sophisticated, marketers must consider the ethical implications of their strategies. Key ethical tests include:

1. Canonical Imperative: Would you want this done to you?
2. Categorical Imperative: Would it be good if everyone did this?
3. Sunshine Imperative: Would you be comfortable if this strategy was made public?

Potential pitfalls:

• Manipulative dark patterns in user interfaces
• Exploiting cognitive biases to drive excessive consumption
• Misrepresenting product benefits through subliminal cues

Responsible practices:

• Transparency in marketing claims and pricing
• Aligning brand purpose with genuine societal benefits
• Respecting consumer privacy and data autonomy
• Empowering informed decision-making

By adhering to ethical principles, cognitive branding can create win-win outcomes that benefit both brands and consumers while contributing positively to society.

Last updated: March 11, 2025