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Cognitive Branding with Sandeep Dayal | Brainfluence

What is "conation?" According to seasoned marketing and strategy leader Sandeep Dayal, conation is incredibly important in the marketing world. It refers to the desire or will of people to perform an action – it helps marketers assess what causes a customer to opt-in or out of a buying decision. Sandeep Dayal joins Brainfluence to explain purchase decisions, brand identity, brand positioning, customer-centricity, and customer experience for brands that want to find and sell to their audiences ethically. He breaks down the process of a customer's buying decision, the three factors that affect the designing of empathetic brands, and the three principles of self-regulation for marketers, among other things. With more and more brands recognizing the importance of marketing to their ideal audience, the need to optimize customer experience is even more important. As Sandeep explains, the better a customer's mind is populated about your brand's offerings, the better are the chances they will buy from you. Make an effort to get to know your customer – understand their pain points, questions, and concerns, and align your marketing strategy to find them the answers to their most persistent questions. Key Highlights ● [00:00] Intro ● [01:07] "Conation" and what it means in the marketing context – conation refers to the innate tendency of human beings to feel inclined to do something. In the marketing context, it refers to what causes people to opt-in or out of making a purchase after all the sales and marketing has convinced them about the product or service. ● [03:30] The 3 factors that affect the designing of empathetic brands: ● [04:32] Brand Vibes ● [04:56] Brand Sense ● [05:27] Brand Resolve ● [07:48] What motivates people to take action: enhancing their identity or expanding their social relationships. ● [12:37] What happens when you over-emotionalize negative things in your marketing: People focus on that emotional story, forcing your brand to a sideline. ● [20:23] The more experiences you give your brain about something, the better it remembers. That is why visualization is important in branding and marketing. Consider every aspect of customer experience, including smell, touch, and sight, and cover all aspects of your product or service so that it gets populated in your customer's mind. ● [23:15] Marketers today have the unfortunate opportunity to subconsciously influence people to buy something that is not in their interests. Sandeep explains that this amounts to fraud or trap. Marketers should focus on providing value to their consumers – take responsibility, and act ethically. ● [24:51] 3 simple self-regulation rules for marketers by Sandeep: 1) The canonical principle (Don't do what you wouldn't want others to do to you), 2) From Immanuel Kant's philosophy of categorical imperative (Don't do something, which, if everyone else started doing would be a bad thing from support society), 3) Don't do something that would embarrass you if it was published on the first page of the New York Times.