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How to Mind Your Business

Research in cognitive neuroscience shows that decision-making is driven by emotion, not by intellect. Experts say that 90% of our purchase decisions happen subconsciously, driven first by emotions, and then justified by logic afterwards.

So how do design and marketing professionals help companies influence customer or client behavior? We focus on emotions. We create brand solutions and marketing campaigns that trigger feelings and tell a story that will be remembered. It is not enough for a brand to be seen — it must be embedded in the brain so that it directs the subconscious processes that lead to decisions.

We remember what is unique and exciting, rather than ordinary. We recall things that evoke our emotions and our personal experiences. We remember things that are visual. And we do so with relative ease—the human brain processes visuals 60,000 times faster than text.

Brands that merely list products or services won’t reach the subconscious realm of consumer decision-making and will most likely lead to disappointing marketing results. Brands that succeed are those that evoke stories and engage emotionally with clients’ personalities and values. These brands make the lasting connections in the brain and influence client decisions.

Brand names that create a memorable association are more compelling for consumers.
For example:

Nike — Greek goddess of victory

Explorer — Explore the world

Groupon — Coupon

Safari — Exploring the wild

Amazon — The biggest river in the world; with a visual emphasis of letters A-Z

Apple — Symbol for the tree of knowledge

Oracle — A person or thing regarded as an infallible guide

Google — Derived from googol, the number 1 followed by 100 zeros

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