Without a solid scientific basis, legitimized by research, the brand is the result of improvisation, decreeing the failure of any marketing and communication initiative.

WHAT IS MARKETING?  Three definitions coined by the most important institutions.

Marketing is the activity, the set of institutions and processes to create, communication, supply and exchange
offers that have value for customers, customers, partners and society in general. (Ama American Marketing Association) - definition coined by the most important marketing institution in the world.


https://www.ama.org/the-definition-of-marketing-what-is-marketing/

The science and art of exploring, create and deliver value to meet the needs of a target market
with profit. Philip Kotler


Marketing is giving solutions to needs through goods and/or services in a profitable way.
Cavin Clancy e Peter Grieg



From this statement, it infers that the value for customers, relevant and differentiating
even in its uniqueness (functional and emotional) it is the most important requirement of the brand.
The brand as a promise, with easily distinguishable and memorized identity associations.
Examples of promises "value for customers" are so many: Trust for Galbani, Gives you wings for Red Bull,
Brandy Vecchia Romagna - Master of Emotions etc.
This value becomes the real competitive advantage and the reason why customers choose a brand.
We begin the work of brand strategy in identifying value for customers, the only reason of choice, that is not tainted by social conventions, turns out to be as true as possible,
for this we use a scientific approach.





WE STRENGTHENED MARKETING WITH THE HELP OF BEHAVIORAL SCIENCE AND SOCIAL SCIENCE.






HOW TO REDUCE BRAND ERRORS, INCREASING RESULTS?
BEHAVIORAL SCIENCE HELPS KNOW IRRATIONALITY, 
WE MODEL THE BRAND ON IMPLIED NEEDS, VIDIMATING IT SCIENTIFICALLY.
Our first goal is to reduce errors through rigorous knowledge
implicit needs, to identify barriers and frictions, highlighting the benefits ( fuel ) to build or reposition the brand by scientifically validating it.
Behavioral science is scientific observation, the study of behavior, and the way our emotions, environment, social factors influence decisions in the real world.
Behavioral science, which encompasses behavioral economics, is of great help in identifying cues of the client's irrationality, social psychology, cognitive psychology, anthropology and ethnography, qualitative research, neuroscienza/neuromarketing, sociology.
  1. Much of what it affects
    our behavior is subconscious
  2. We have different ways of thinking: the System One intuitive,
    emotional and the System Two more tiring, deliberate, reasoned.
    Daniel Kahneman
    Nobel Prize Psychologist.
  3. We are enormously influenced by the context that surrounds us, we use anchors, shortcuts, 
    rules of thumb to navigate and make decisions.
  4. We are subject to one mass of cognitive bias, like loss aversion, prejudice
    to availability, the instinct of the flock.

 

THE BRAND IS NOT WHAT YOU SAY, BUT IT IS THE VALUE OBSERVED AND DETERMINED BY THE CUSTOMER'S BEHAVIOR.
BRAND HEURISTIC. BRAND IS AN EMOTIONAL SHORTCUT.

 

The unique and distinctive value of the brand, will be the main reason for choosing the consumer.
As David Ogilvy stated “People don't think what they feel, they don't say what they think, they don't do what they say " The customer often does not know the reasons that drive him to make a choice, almost always acting irrationally. So to find out "the hidden truth" we investigate the deep unconscious using behavioral science with the most advanced implicit and explicit techniques, neuroscience also supports this.

 

     BRAND ASSESSMENT  
Let us ask ourselves what is the brand's profound perception of values, In summary:
- What is the brand health?
- What activities (and not deliberate) impact on his identity?
- The brand values ​​are clearly defined ?
- The representations of the brand are able to ensure a differentiating positioning?
- The brand is communicated to all relevant public and is communicated with the correct mode?
- Are there any discrepancies between desired identity, communicated identity and perceived identity?

FRAGMENT FOCUS GROUP FIELD OF MILAN - MEAT INDUSTRY ( for privacy reasons we cannot name the company)

FRAGMENT FOCUS GROUP FIELD OF CATANIA - MILK INDUSTRY ( for privacy reasons we cannot name the company)

Discover Consumer insight, identify archetypes and apply neuroscientific follow-up (verification of the hypotheses that emerged in marketing),  our trademark to learn about the needs and consumer Lies Beneath. 

WHAT ARE THE ADVANTAGES OF USING A SCIENTIFIC METHOD WITH RESPECT TO EMPIRICAL AND INTUITIVE CHOICES?

The big brands and the universities that have been using the scientific method for many years are well aware of this.

The main benefit translates identifying a competitive advantage, strongly felt by the strategic target making communication more effective, without making mistakes that would lead to economic and image waste.
  • Competitive advantage and proposal for the result value of unexpressed needs.
  • Emotional advantage: how you feel about your customers about your brand that does not feel for other brands. 
    A distinctive advantage: make your extraordinarily unique brand.
  • A connective advantage: how to create meaningful connections different from what others are doing.



WHAT RESULTS WE PROMISE YOU?

Effective communication because it tested directly on customers

emotional connection with customers to a strong and memorable brand

Uniqueness and differentiation in the market sector category ( very effective brand positioning )

Increased turnover and profitability

THE SCIENTIFIC STUDY OF THE BRAND IS LEGITIMATE IN THE APPLICATION OF NEUROMARKETING, IT IS USED TO VERIFY THE HYPOTHESIS EMERGED FROM MARKETING.

NEUROSCIENCES APPLIED TO MARKETING FOR A MORE EFFECTIVE AND ENGAGING COMMUNICATION.

Neuromarketing is a set of techniques born from the combination of the most recent discoveries in the neuroscientific field; watch the video:

In collaboration with Prof. Vincenzo Russo
Professor of Psychology and Consumption Neuromarketing
Coordinator of neuromarketing research center
IULM

STRATEGIC CONSULTING

The first step to success is to stop and think.
Analyze the environment of a company, review your strengths and weaknesses and think about which strategy,
positioning and actions are most appropriate.
What is more difficult is to do it objectively.
This external vision makes us an excellent ally for any marketing and communication department.
We develop effective and innovative strategic solutions, generating sales, improving the relationship of the brand with its customers.

SAID THIS, MARKETING SERVES TO DIFFERENTIATE YOU, TO MAKE YOU UNIQUE, TO IDENTIFY AN ADVANTAGE COMPETITIVE OR VALUE PROPOSAL EMPHASIZING THE STRATEGIC POSITION. IN FACT EVERYTHING HAPPENS AROUND THE CONCEPT OF "VALUE" THEN WHAT IS MARKETING?

Marketing is the activity, the set of institutions and processes to create, communication, provide and exchange offers that have value for customers, customers, partners and society in general. (Ama American Marketing Association)

marketing is the science and art of exploring, create and offer value to meet the needs of a specific market and make a profit " (Philip Kotler)

 

MARKETING AND RESEARCH

qualitative Techniques

Focus group moderated by Psychologist.
  • Interviews in depth personal
  • Neuroscience / Neuromarketing
  • ethnographic
  • Forum online
  • Netnografia
  • quantitative Techniques
    Online Searches
  • Listening socialnetwork
  • Analysis blog, forum, newsgroup
Strategia off/line on line

Strategic marketing
  • Analysis of marketing problems
  • Competition analysis
  • Identification of the target group
  • Positioning and Repositioning
  • Choosing a Strategy
Operative marketing
  • Choices for operational tactics
  • Price / Product / Distribution / Promotion





Communication without a brand strategy is wasted, marketing without a brand strategy is short-lived.


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