The key to build a powerful branding or communication strategy is to cut through both information overload AND the messiness of fast but complex gut decisions. To do this, start by breaking down your proposition into its essential elements (or messages). Then formulate different expressions for each element, and gauge the instinctive reaction to all these expressions. In the spur of the moment, your customers may not to know what to think about it, but they know how they always know feel.
Behavioral research tools excel at revealing these hidden attitudes by forcing a fast, instinctive reaction from participants before they have time to post-rationalize it. Once you know what they actually want (and what they recoil from), re-building your proposition around this central point can feel disarmingly easy.
Do you have any questions about behavioral research, instinctive decisions, or simple but powerful brand building? Book a call with Sidi today – he loves nothing more than to discuss the real-world implications of cognitive science.