In chapter eight of Unconscious Branding, Van Praet introduces ideas and strategies to “satisfy the critical mind” of consumers in the marketplace. Humans have both an unconscious and conscious mind that marketing professionals need to acknowledge and be aware of. However, it is the conscious mind that requires stimulation as “consciousness has given rise to higher thought processes…[that help] develop strategies and better coordination in a social setting to ensure survival” (186). With this in mind, it is worth noting that creating concepts rewards the same part of one’s brain that appeases of animalistic tendencies. “This way when people align themselves with the higher beliefs of a brand, those beliefs can create an overriding loyalty…” (187).
It is essential for marketing professionals to whether to connect to target consumers on an emotional or rational approach. “While the evidence suggests that overwhelmingly it is emotions that drive behavior, it is misguided to believe that thinking and feeling are somehow mutually exclusive” (187). Knowing this, marketers must task their brand with becoming both emotionally and rationally connected with consumers, as it is not as effective when only utilizing one approach. Additionally, brand managers need to know …show more content…
These connections provide consumers with a unique experience when they consumer Red Bull products, thus ensuring a strong brand to consumer relationship. The consistency of the companies message “Red Bull can give you wings” resonates with consumers who believe that drinking a Red Bull energy drink will provide them with ample amounts of energy to complete their task at hand. This unconscious association, as well as other associations with extreme sports athletes; provide Red Bull with the consumer perception that anything can be done while drinking a Red
It is essential for marketing professionals to whether to connect to target consumers on an emotional or rational approach. “While the evidence suggests that overwhelmingly it is emotions that drive behavior, it is misguided to believe that thinking and feeling are somehow mutually exclusive” (187). Knowing this, marketers must task their brand with becoming both emotionally and rationally connected with consumers, as it is not as effective when only utilizing one approach. Additionally, brand managers need to know …show more content…
These connections provide consumers with a unique experience when they consumer Red Bull products, thus ensuring a strong brand to consumer relationship. The consistency of the companies message “Red Bull can give you wings” resonates with consumers who believe that drinking a Red Bull energy drink will provide them with ample amounts of energy to complete their task at hand. This unconscious association, as well as other associations with extreme sports athletes; provide Red Bull with the consumer perception that anything can be done while drinking a Red