Branding Between the Ears

“What matters most in branding is what happens between your customer’s ears. Understanding the psychology behind buying decisions can turn your brand into one they can’t forget.”

1. Emotional Ads Can Backfire

Emotional advertising seems like the magic bullet—air a commercial that tugs at the heartstrings, and your brand sticks in consumers’ minds. But here’s the catch: while emotions help people remember the core of the experience, they can also distract from the details, like your brand name. This flaw derailed an ad campaign for the arthritis drug Enbrel, where the moving story eclipsed the actual product.

To understand why, consider how memory works during emotional moments. The brain prioritizes central elements it connects with at the time but often overlooks everything else. For Enbrel, the emotional element was the adorable boy worried about his mom's health, but the brand itself became peripheral information—and thus forgettable.

Even Apple, a branding powerhouse, knew when to dial back emotions. Steve Jobs pulled overly entertaining Mac ads because he realized viewers might remember the funny characters more than the message to buy a Mac. Striking the right balance between emotional content and branding cues is critical for crafting effective advertising materials.

Examples

• Enbrel’s emotional ad generated sympathy but failed to link emotions to the brand.
• Apple scrapped clever Mac ads to ensure viewers focused on the product itself.
• Emotions help trigger memory but can obscure the core branding message.

2. The Two Modes of Decision-Making

When it comes to buying decisions, the brain operates in two distinct ways: quick, subconscious reactions (System 1) and logical, deliberate reasoning (System 2). Understanding these systems is key to influencing consumer behavior.

Imagine someone sees a luxury sweater in a shop window. System 1 kicks in, bringing up positive associations—how good they felt in a similar style or compliments from friends. It's an effortless, almost automatic process. But when they see the price tag is steep, System 2 takes over, weighing the risks, comparing options, and ultimately deciding it’s too expensive.

As marketers, tapping into System 1 thinking can be powerful since it governs about 90% of daily decisions. Focusing on building strong, instinctual associations between your brand and positive feelings can ease the customer's path toward choosing your product without engaging their critical thinking.

Examples

• System 1 thinking overcomes resistance with effortless, positive associations.
• System 2 thinking activates when consumers deliberate over risks, like price.
• The key is aligning your brand with instinctual, appealing triggers.

3. Storytelling Beats Brand Lists

Lists of benefits may seem logical for advertising, but they rarely stick in people’s heads. Instead, stories carry a deeper impact. Our brains are wired to process stories far more effectively than dry details, creating emotional and memorable connections.

Take pharmaceutical ads: brands often rattle off features like “effective,” “fast-acting,” and “convenient.” But remember—consumers don’t retain lists well. A better approach is weaving benefits into a cohesive narrative. Humira, another arthritis drug, succeeded by telling the story of a mother tying her child’s hair despite her disease. It resonated deeply with its target audience because it reflected their reality.

By ditching lists in favor of storytelling, brands can connect meaningfully with customers. If benefits don’t naturally align in a story, sacrifice them but ensure the ones included fit seamlessly into your narrative.

Examples

• Humira used storytelling to communicate daily struggles and hope.
• Lists of benefits like those in arthritis medication ads often fail to stick.
• Stories emotionally resonate and link consumers directly to the brand.

4. Empathy Creates Connections

Consumers don’t just want products; they want to feel understood. Brands that demonstrate empathy form bonds, creating stronger loyalty. This emotional chemistry, or “brand vibes,” stems from authentically addressing customers’ pain points and aspirations.

The Humira campaign is a great example. By showcasing a mother with arthritis accomplishing everyday tasks despite her deformed hands, the ad vividly reflected the challenges and hope of people with the condition. This subtle yet powerful gesture showed customers that the brand "got them."

The best vibes don’t rely on words or claims but on understanding and alignment with a consumer’s lived experience. Empathy in branding is less about shouting benefits and more about quietly saying, "We see you."

Examples

• Humira’s ad resonated with arthritis sufferers through an empathetic scenario.
• Brands that empathize with customers’ struggles create trust and chemistry.
• Showing understanding may matter more than directly stating benefits.

5. Cognitive Biases Shape Preferences

Consumers are not always rational. Innate cognitive preferences, like favoring familiarity or avoiding loss, unconsciously influence behavior. For example, people often reject change to avoid the pain of losing something they already have, valuing it more than gaining something new.

This principle drives behaviors like brand loyalty despite better options in the market. Another preference, called the IKEA effect, suggests people value products they feel they’ve helped create. By involving consumers—for instance, through feedback or customized designs—you create a deeper connection.

Marketers can leverage these biases by framing brand offerings not as outright changes but as complements or ways to reduce potential loss. Building customer involvement enhances perceived value.

Examples

• The IKEA effect increases brand value when customers feel they contributed.
• Loss aversion explains unwillingness to swap familiar brands for new ones.
• Cognitive preferences can turn "irrational" tendencies into opportunities.

6. The “No-Brainer” Strategy for New Products

When marketing unfamiliar products, potential customers often fall back on logical reasoning to decide—entering System 2 thinking. In such cases, brands must give consumers a “no-brainer” reason to buy.

Uber’s launch strategy exemplifies this. Initially competing with the familiar yellow cab system, Uber emphasized key benefits like lower cost, convenience, and safety. By subsidizing rides and allowing users to call cabs from indoors, Uber created an offer no reasonable consumer could ignore.

When introducing innovative ideas, focus on benefits so compelling that even skeptical customers can't say no. Think about what makes your product undeniably better—and emphasize it.

Examples

• Uber’s subsidized prices made it cheaper, safer, and more attractive than taxis.
• “Buy one, get one free” appeals stronger than offering a 50% discount.
• Highlight clear benefits to make the decision effortless.

7. Outdated Brand Frameworks Fail

The old “laddering” method of piecing rational and emotional benefits together into a tagline, like “creamy and joyful,” rarely connects with customers. Why? Because these mismatched opposites don’t form a natural association in their minds.

Big Pharma spends massive amounts on ads, yet consumers typically struggle to differentiate one brand from another. The issue isn’t the ad’s reach but how it communicates. Disjointed slogans or taglines fail because they don’t align with the subconscious imagery people associate with certain products.

Instead of focusing on arbitrary connections, marketers should develop campaigns that reflect genuine links resonating with consumers’ past experiences.

Examples

• Laddering techniques like “creamy and joyful” fail to create strong associations.
• $5 billion in pharma ads made little difference due to ineffective strategies.
• Story-driven branding outshines disjointed taglines.

8. Chemistry Over Descriptions

Sometimes, less is more. A brand doesn’t always need to advertise its benefits explicitly. Instead, being “in tune” with customer needs speaks volumes. Ask: Does your branding evoke relatable, subconscious preferences?

People naturally gravitate toward designs, names, or qualities resembling their own style—explaining why you might resemble your dog! Build chemistry by matching your consumers’ preferences subtly rather than directly stating them.

Often, establishing a mutual “feel-good” resonance can develop stronger loyalty than overloading consumers with information.

Examples

• Customers are drawn to anything resembling their style or aesthetics.
• Branding subtly attuned to customers’ preferences boosts engagement.
• Chemistry stems from relatable designs, names, or expressions.

9. Simplicity Captures Attention

Complex branding messages risk getting lost. Clarity leads to connection. Simplify your offering rather than overwhelming potential buyers by making immediate benefits clear.

Uber highlighted its value by focusing on obvious benefits like affordability and convenience at launch. This straightforward strategy cemented it as not only innovative but practical—a combination that drove early adoption.

Direct, easy-to-grasp propositions are key to grabbing consumers overwhelmed by information overload.

Examples

• Tangible value, like Uber’s price cuts, resonates louder than innovative ideas.
• Simplified messages prevent customer confusion and inspire action.
• Branding without clutter nurtures immediate connections.

Takeaways

1. Tell stories instead of listing benefits—a memorable narrative wins over dry details every time.
2. Harness empathy by showing you truly understand your customers’ unique challenges and desires.
3. Simplify your message to spotlight benefits so clear they seem like a “no-brainer” to buy.