Ep 96 : Matt Johnson, PhD on Applying Psychology to Build Enduring Bonds between Brands, Consumers & Markets

Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

Marketers are in the memory business. How are marketers leveraging this by carefully crafted branding experiences to reach our wallets and minds. Could you please elaborate this with examples ?

How should brands approach content creation (organic content) and leveraging influencers?

How should brands co-create with customers ?

‘Our brains don’t construct reality directly, instead they construct a mental model of it? Beliefs are an important input to sculpting it’. Could you elaborate on how brands are belief based mental models?

What is the efficacy of Behavioral Economics in marketing vs bigger economic forces like price OR Is the 'Nudge' Dead ?

Matt answers the above questions and many more as he takes us on fascinating journey of applying neuropsychology to brand building. Matt Johnson, PhD is a Professor and Research Fellow at Hult International Business School. Matt Johnson is a speaker, writer, and researcher, specializing in the application of psychology and neuroscience to branding.. He is the author of the top-selling consumer psychology book, Blindsight: The (mostly) hidden ways marketing reshapes our brains (BenBella, 2020), and most recently, Branding That Means Business (Economist Books, Fall 2022).

Please visit his website https://www.neuroscienceof.com/

Please follow him on Linkedin https://www.linkedin.com/in/mattjohnsonisme/

His Latest Book on Amazon https://www.amazon.com/Branding-that-Means-Business-Consumers-ebook/dp/B09K7C8VW3

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.

Please visit Jasravee at https://jasravee.com/

Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/

Email Jasravee at [e-mail]

Index of Content

00:00 Preview & Introduction to Matt Johnson Ph.D

02:56 Marketers are in the Memory Business

08:15 Brand’s Meaning - A House Needs to Become a Home

11:30 Inviting Consumers for Co-Creation with the Brand

12:42 Co-Creation by Brand Managers - Content Creation, Leveraging Influencers

16:54 Spotify Wrapped - Celebration of Consumer’s Eccentricity & Diversity

19: 27 Flexibility of Co-Creation - Balance Between Letting Go And Assertiveness by Brand Managers

22:18 Growing Kitkat in Japan - 'I Wish You All the Best' vs Taking a Break

26:15 Brains’ Construction of Reality -Objective vs Subjective Reality- Enjoyment of Wine

30:04 Belief Based Mental Models vs Brand Story - Perceived Soul of the Object - Your Replica for Teddy Bear

32:51 Significant Object Study - 100X Rise in Value with A Story

35:00 Efficacy of Behavioral Economics in Marketing Vs Bigger Economic Forces like Price OR Is Nudge Dead ?

39:45 Broader Context of Nudges or Predicates to Behaviour On Brand

45:04 Behavioral Change vs Cultural/Social Change, Nudge or Influences

47:02 Rapid Fire - Personally Speaking with Matt Johnson

52:29 Connecting with Matt Johnson

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