Saturday, June 19, 2010



Technology and consumer brain imaging had inspired many but also annoyed others. But the neuro scientific possibilities have yet to be entirely understood and cohesively re-framedThis trend had evolved faster than music, and marketing professionals are becoming more and more eager about assuming neuromarketing as their new road sign to a better measurable ROI (Return On Influence).

What an exciting vision, for a brand  to penetrate the subconscious  minds of consumers to better match their needs. Professionals can now imagine the advantage to understand the brain mechanisms in time and space of the buying act. When does pleasure ignite? What would they remember in the ads most? Did the message touch on their rational and /or emotional hemisphere?

Since its infancy in 2000, combining neuroscience and marketing had quickly built a reputation. Visualization of the brain by magnetic resonance imaging gave great head start to better measure ambient branding and questions they posed for their communication strategies in regards to their cognitive response. All this helps marketers to better understand the brain memory process then to analyze and realign the marketing message accordingly, with the help of all these disciplines, we create an evaluation process that analyzes the strengths and weaknesses of the marketing message throughout its development.


From its inception, cognitive revolution was guided by a metaphor: the mind is like a computer. We are a set of software programs running on 3 pounds of neural hardware. The computer metaphor helped stimulate some crucial scientific breakthroughs. It led to the birth of artificial intelligence and helped make our inner life a subject suitable for science. Everything we do is computer oriented, games, web, second life, etc... people have become evangelists of technology they CAN TOUCH , FEEL and WITNESS : 

Today, we live in a consumer dominated world, nothing we say or do will convince an audience unless we prove it: THE HOW. Science to date, is great for us but consumer is another entity and they're scientific. so how do we convince them that our results matter...

A consumer says, don’t tell me, show me. We’re talking about a subconscious mind that’s still 5 years old, how do you tell a five year old about neuroscience, and expect them to listen to you?. Our subconsciousness reacts the same way for hundreds of years and is conditioned by behavior, economic turnings. It is a repeated state conditioned to react the same way every 20 years. 

1. The subconscious is separate from the conscious and has its own operating manual. The subconscious mind perceives, thinks and reacts autonomously. The power of the subconscious, to a certain level is greater than the conscious, as it constitutes 90% of our overall cerebral operating system.

2. The subconscious mind is essentially programmed. It is absolutely impossible for the subconscious not to be programmed, because of all the impressions already since the intra-uterine period. Everyone is inevitably programmed. 

3. The subconscious has no free will, is infinitely wise and powerful, but paradoxically, without "program" the subconscious can do anything. It cannot provide itself a program. (only the conscious acts at this level).

4. The subconscious has a relentless logic (like a computer). It accepts suggestions and or programs and implements them blindly. If you plant the positive in the subconscious, you harvest the positive.

5. The subconscious mind is reactive. It reacts impulsively, in an order that it dictates. It does not reason. to decode a message, it is unable to reflect all desirable shades (like with the conscious). whether true or false, It accepts an ideas as a whole: the programs under which it operates from:

1) the subject itself (the conscious);
2) other (parents, teachers, society in general).

6. No program, even the most deeply rooted is irreversible. It must first de-program, and then reprogram the subconscious.

7. The subconscious
as in our physical universe is subject to the law of causality. Every thought is a cause whose effect is manifested externally. At the root of every action, there is first the idea.

8. Once an idea is accepted by the subconscious, it begins to implement it.

9. Words have power over the subconscious, the words that we say as well as our own inner monologue. The subconscious is at this level, a wonderful amplifier, it takes words literally (at face value).

10. The subconscious does not understand negation. It retains the dominant idea of the formula or suggestion. Thus, the suggestion "I have no stomach ulcer", the subconscious only keeps "stomach ulcers''.

11. The subconscious knows exactly what is good for it. It knows the answer to its needs. it is an immense reservoir of resources and creativity. However, it needs orders to act, i.e. clear demands and tangibility.

12. The subconscious is particularly sensitive to the language of emotion.   


      13- The subconscious responds very strongly in the power of images (i.e. visualizations: a picture is worth a thousand words).

All we need to do when broadcasting or publishing a material, is to understand this behavior in order to write the word, produce a scene design a visual where by the respective audience / generation identifies itself in its own state of mind thereby reacts positively towards it

To better target  align one’s communication with the respective audience, it is critical to understand the consumer heuristically (beneath the level of consciousness)  there is a big difference between what consumers say and about what actually happens in their brain in the super market aisle… Filling the shopping cart depends entirely on your communication’s cognitive COHERENCE.

WE ALL THINK IN METAPHORS, even if we’re unaware

The power of the subconscious mind is that little voice, that tiny instinct residing deep in the abyss of you that apparently you are unaware of, one that keeps repeating these things again and again. Have you ever wondered why you were willing to do something but do not know exactly why you did? Or maybe had a particular liking to something you never thought you like? It's like your mind is telling you something that your body reacts to, doing specific actions without your full awareness. Your best guess would be that your mind is telling your these things and, of course, most of the time, you are completely unaware or perhaps partially aware of these things are happening.

One might ask, how could this be possible?  The answer lies in the process of the deep metaphor that align each of us to it. We live by metaphors and react everyday to metaphors.
these metaphors speak to us very deeply, it’s like ideologies but not, like an old song that remind us of a first love etc…. We’re prone to react to them unconsciously without hesitation whatsoever.

Just stop and take a look at advertising plastered on the walls of Wal-Mart or K-Mart - almost everything is trying to trigger your feelings. And you, as a consumer, would you say, "Oh yes, I remember when it was that … this ..." etc. It is your subconscious power that you sometimes take for granted.

Deep Metaphor by Gerald Zaltman
 (a must-see video)

All of us humans think in metaphors,  understanding the metaphors does not mean we can apply them blindly. it is crucial to put these metaphors in their context. Each of us have their own metaphors and we must be careful not to confuse one with other  much less apply one metaphor on the wrong generation.

Here are the seven Metaphors:

The subconscious does not distinguish time; it evolves into a kind of eternal present. Thus, when we imagine a goal accomplished, the subconscious does not distinguish between what will happen in the future and the desire already achieved. If a story is imbued with the image of the desired change, it will feel a positive emotion that will enhance the programming. By training effect, the subconscious will be stimulated and its forces will start a stimuli combustion.


Here are a few hints to follow

1. Some words should be avoided because of their pejorative connotations and their resonance.

2. One suggestion per implementation,  this avoid any confusion at the subconscious level (one problem at a time).

3. For a suggestion to be effective and to prevent creating the opposite effect, it must express what we want, not whether the negation of what we want is void or correct.

4. For suggestions or motivational rhetoric, use as much as possible words, phrases, bits of sentences that the customer has spoken. Use their language. In this way, the subconscious will recognize and accept more readily the suggestions.


This is an AD I created for Citroen using deep metaphor: Which metaphor in your opinion?

 By Jame E

And this one for Wrangler also using deep metaphor...Which metaphor in your opinion?

 By Jame E

Thank you for your attention