{"id":1505,"date":"2016-08-22T12:09:13","date_gmt":"2016-08-22T16:09:13","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1505"},"modified":"2017-11-03T11:32:53","modified_gmt":"2017-11-03T15:32:53","slug":"how-to-fast-track-brand-growth-by-leveraging-unique-brand-assets","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2016\/how-to-fast-track-brand-growth-by-leveraging-unique-brand-assets\/","title":{"rendered":"How To Fast-Track Brand Growth By Leveraging Unique Brand Assets"},"content":{"rendered":"

State-of-the-art behavioural science proves that uncovering, evolving and maintaining distinctive brand assets are one of the very best ways to grow brands.<\/p>\n

Our brains are attracted to patterns, want to conserve energy, and are wired to hunt and gather. The new savannas are the shopping aisles, digital world, and e-commerce marketplaces. The winning brands are top-of-mind, easy to find and easy to buy.<\/p>\n

At a recent ACA Webinar<\/a>, Shane Skillen, CEO, Hotspex and Jonathan La Greca, VP Strategic Growth and Brand Building at Hotspex, explained the science behind consumer decision-making and presented the opportunity for marketers to grow their brands through emotion.<\/p>\n

\"Shane<\/p>\n

All human brains have two components, Skillen said. There\u2019s the fast, emotional limbic system that makes decisions very quickly and wants to do things that feel good while avoiding things that feel bad (The Elephant, Skillen called it). And there\u2019s the rational brain (The Rider) that grows over top of our emotional brains over time.<\/p>\n

For marketers, this matters because The Elephant thinks about brands it already knows (and loves or dislikes), while The Rider tries to steer The Elephant to think about practical matters like value or the proximity of a store to their house.<\/p>\n

Marketers that can hone in on the emotion-driven Elephant in the brain have a big opportunity, Skillen said.<\/p>\n

\u201cThe Important thing in marketing is to understand what is going on with that Elephant,\u201d he said. \u201cBecause that is where almost 50% of decisions originate from.<\/p>\n

\u201cThere\u2019s an element of emotionality in almost every category, so it\u2019s easy for brands to build a competitive advantage using the power of emotion.\u201d<\/p>\n

The Elements Of Great Brand Building<\/h3>\n

A powerful way to tap into people\u2019s emotions is through brand-building, Skillen said, which:<\/p>\n