{"id":1497,"date":"2017-09-18T02:41:08","date_gmt":"2017-09-18T02:41:08","guid":{"rendered":"https:\/\/chris-salazar.com\/blog\/?p=1497"},"modified":"2017-09-18T02:44:41","modified_gmt":"2017-09-18T02:44:41","slug":"how-to-build-brand-fantasy-guide-digital-marketers","status":"publish","type":"post","link":"https:\/\/www.chris-salazar.com\/blog\/how-to-build-brand-fantasy-guide-digital-marketers\/","title":{"rendered":"How to Build a Brand Fantasy – Guide for Digital Marketers"},"content":{"rendered":"

We’ve been discussing neuromarketing and the impacts this has on branding<\/a>, digital marketing, and consumers. To win and stay ahead of competition, balancing the importance of unconscious and conscious marketing is vital – sure, it’s difficult and sometimes abstract, but it’s absolutely needed for a full 360 degree view of who your customer is.<\/p>\n

Daryl Weber’s guide on “Brand Perception<\/a>” provides a mechanism for defining brand fantasy. The recurring theme is to begin this exercise with an open mind and think differently.<\/p>\n

Step 1:\u00a0 Capture Your Brand’s Unique Underlying Feeling<\/strong><\/p>\n

    \n
  1. Key Senses:\u00a0\u00a0<\/strong>what does your brand feel like? smell like? taste like? look like?<\/li>\n
  2. Brand World:\u00a0\u00a0<\/strong>what would life on this world be like? how would people get around? how would people talk? what makes this different that Earth?<\/li>\n
  3. Brand Persona<\/strong>:\u00a0\u00a0<\/strong>beyond the obvious, what would this person eat? where do they sleep? what do they dream about?<\/li>\n
  4. Brand Party<\/strong>:\u00a0\u00a0<\/strong>what kind of music would be heard? what type of food would be served? how would people stay entertained?<\/li>\n<\/ol>\n

    Step 2:\u00a0\u00a0<\/strong>Make the brand real<\/strong><\/p>\n

      \n
    1. List 3-5 words that bring this brand fantasy to life\n
        \n
      • If needed, start off with a long list of words, then narrow down from there<\/li>\n
      • Someone with little knowledge of the brand should be able to read these short words and instantly understand the essence of the brand \/ brand fantasy<\/li>\n<\/ul>\n<\/li>\n
      • What are the key associations of this brand? Think spiderweb modeling AKA mind map\n
          \n
        • Group the word associations into categories that can be turned into phases<\/li>\n<\/ul>\n<\/li>\n
        • Create a multidimensional mood board filled with word\/image associations. These can be abstract, but need to clearly define the brand<\/li>\n
        • What triggers make this brand fantasy real?<\/li>\n<\/ol>\n

          Step 3:\u00a0 Check your brand fantasy agains the 3 Cs<\/strong><\/p>\n

            \n
          1. Consumer:\u00a0\u00a0<\/strong>consumers should be buying into a better version of themselves through your product, therefore, the brand fantasy should inspire<\/li>\n
          2. Commerce:\u00a0\u00a0<\/strong>the brand fantasy should be different, fill a gap, and be completely unique<\/li>\n
          3. Culture:\u00a0\u00a0<\/strong>should be able to survive today’s world, as well as, be future proof<\/li>\n<\/ol>\n

            There are a handful of exercises to run the top 3 steps by, including:<\/p>\n

              \n
            • Mood boards<\/li>\n
            • Image sorting<\/li>\n
            • Project language techniques<\/li>\n
            • Story telling<\/li>\n
            • Implicit association tests<\/li>\n<\/ul>\n

              These exercises help you uncover even more about your brand fantasy and ensure you’re on the right track. Some of these are suitable for Product Marketing, Engineering, Executive Teams, etc – best practices on when to use these tests and for whom to come in an upcoming post.<\/p>\n

              Be strategic, be communicative, and be strategic. Don’t shy aware from the concept of a brand fantasy, but embrace it as an compliment to your existing brand strategy.<\/p>\n

               <\/p>\n","protected":false},"excerpt":{"rendered":"

              We’ve been discussing neuromarketing and the impacts this has on branding, digital marketing, and consumers. To win and stay ahead of competition, balancing the importance of unconscious and conscious marketing is vital – sure, it’s difficult and sometimes abstract, but it’s absolutely needed for a full 360 degree view of who your customer is. Daryl […]<\/p>\n","protected":false},"author":1,"featured_media":1498,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[6,4,5,301],"tags":[318,319,317,293,298,291],"jetpack_publicize_connections":[],"yoast_head":"\nHow to Build a Brand Fantasy - Guide for Digital Marketers - Connecting Marketing Strategy and Digital Innovation<\/title>\n<meta name=\"description\" content=\"Create a bulletproof brand fantasy to ensure you're capturing your brand's underlying feeling. 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Where's the market moving? Where should we focus our marketing spend? Maybe we, as Digital Marketers, should be focused on something deeper: \u00a0Why do we choose one brand over another? How do people make\u2026","rel":"","context":"In "Brand Strategy"","block_context":{"text":"Brand Strategy","link":"https:\/\/www.chris-salazar.com\/blog\/category\/brand-strategy\/"},"img":{"alt_text":"Neuroscience and Digital Marketing","src":"https:\/\/i0.wp.com\/www.chris-salazar.com\/blog\/wp-content\/uploads\/2017\/02\/DSN_Brain-2iqstvt-500x426.png?fit=500%2C426&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":1464,"url":"https:\/\/www.chris-salazar.com\/blog\/unconscious-myths-of-digital-marketing\/","url_meta":{"origin":1497,"position":3},"title":"The Unconscious Myths Of Digital Marketing","author":"Chris Salazar","date":"27 February, 2017","format":false,"excerpt":"The quest to change Digital Marketing continues with\u00a0Douglas Van Praet\u2019s \u201cUnconscious Branding: How Neuroscience Can Empower (And Inspire) Marketing\u201d and after an interesting, yet controversial, introduction, we're getting more into the beef of Neuroscience and how unconscious\/conscious consumer decisions affect brands, sales, and Digital Marketing. \"In each of us there\u2026","rel":"","context":"In "Brand Strategy"","block_context":{"text":"Brand Strategy","link":"https:\/\/www.chris-salazar.com\/blog\/category\/brand-strategy\/"},"img":{"alt_text":"Unconscious Myths of Digital Marketing","src":"https:\/\/i0.wp.com\/www.chris-salazar.com\/blog\/wp-content\/uploads\/2017\/02\/crystal-buzz-cola.jpg?fit=512%2C384&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":1109,"url":"https:\/\/www.chris-salazar.com\/blog\/is-apple-really-the-most-valuable-brand\/","url_meta":{"origin":1497,"position":4},"title":"Is Apple REALLY The Most Valuable Brand?","author":"Chris Salazar","date":"9 May, 2011","format":false,"excerpt":"Recent news has been surfaced that Apple has overtook Google and being the most valuable brand (Apple's value is $153 Billion...wow!). \u00a0As expected, there are many skeptics, but overall is Apple the most valuable brand? Its definitely a difficult decision b\/c the idea of being valuable to me probably is\u2026","rel":"","context":"In "Brand Strategy"","block_context":{"text":"Brand Strategy","link":"https:\/\/www.chris-salazar.com\/blog\/category\/brand-strategy\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1125,"url":"https:\/\/www.chris-salazar.com\/blog\/facebook-photos-can-now-be-tagged-with-fan-pages\/","url_meta":{"origin":1497,"position":5},"title":"Facebook Photos Can Now Be Tagged With Fan Pages!","author":"Chris Salazar","date":"11 May, 2011","format":false,"excerpt":"Techmeme broke the news...and its definitely newsworthy and a MUST know! Its awesome news for Fan Pages on Facebook of big brands like (Cola, Sony, Apple, etc) b\/c all photos can now be linked to their respective Fan Pages. \u00a0See the image below, Coca Cola is tagged in a Facebook\u2026","rel":"","context":"In "Brand Strategy"","block_context":{"text":"Brand Strategy","link":"https:\/\/www.chris-salazar.com\/blog\/category\/brand-strategy\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.chris-salazar.com\/blog\/wp-content\/uploads\/2011\/05\/screenhunter_06-may-11-14-491.jpg?resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.chris-salazar.com\/blog\/wp-json\/wp\/v2\/posts\/1497"}],"collection":[{"href":"https:\/\/www.chris-salazar.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.chris-salazar.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.chris-salazar.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.chris-salazar.com\/blog\/wp-json\/wp\/v2\/comments?post=1497"}],"version-history":[{"count":0,"href":"https:\/\/www.chris-salazar.com\/blog\/wp-json\/wp\/v2\/posts\/1497\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.chris-salazar.com\/blog\/wp-json\/wp\/v2\/media\/1498"}],"wp:attachment":[{"href":"https:\/\/www.chris-salazar.com\/blog\/wp-json\/wp\/v2\/media?parent=1497"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.chris-salazar.com\/blog\/wp-json\/wp\/v2\/categories?post=1497"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.chris-salazar.com\/blog\/wp-json\/wp\/v2\/tags?post=1497"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}