Monkey see, monkey do. How the consumer experience drives brand equity.

Thursday, June 3rd, 2010

In the early 1990s, while studying the brain activity of monkeys, neuroscientists discovered specific neurons would fire in a part of the brain’s frontal lobe with specific activities.  What they also found was the same neurons fired in the monkey who was just watching the action.  Mirror neurons let the observer experience at least part of the action taking place. 

More recently in Daniel Goleman’s book Social Intelligence he says our brain is designed to make connections. If someone is angry with us, we have a similar reaction.  If someone smiles at us, we become happier.  “The fact that we can trigger any emotion at all in someone else–or they in us–testifies to the powerful mechanism by which one person’s feelings spread to another.”

Human actions and emotions register in others and in a profound way provide the power to change those that observe.  How companies look, act and communicate with customers, then, has a great effect on their brand equity. An empathetic voice, a smiling face, and confident actions will go a long way in building trust.

This research reminds me how important it is in marketing to paint a picture and tell a story to customers – to make an emotional connection.   And how easy a positive connection could be lost with a negative interaction.

Tags: brand development, brand equity, consumer experience, marketing
Posted in 2010 | No Comments »