In this Expert Insight Interview, Sandeep Dayal discusses what is wrong with the old way of branding and how cognitive brands are different from traditional ones. Sandeep Dayal is a seasoned marketing and strategy leader at Cerenti Marketing Group. He serves as a counselor to C-suite executives and board members at Fortune 500 companies and has helped blockbuster brands around the globe. He is a contributor at Marketing Management, McKinsey Quarterly, Strategy & Business, and he released a book in December entitled Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections.
This Expert Insight Interview discusses:
- How we can use cognitive science to design better brand experiences
- How to design future brands using cognitive keys
- How connectedness ties into the B2B side of sales
All of the information that we process is processed by our brain. Sandeep’s book is called Branding Between the Ears because it leans into the understanding of different cognitive sciences about how exactly our brain works, specifically about making choices, and branding is all about making choices.
This leads us to better understand how to design brands, brand experiences, etc. This book’s entire focus is on how you can use that information from cognitive sciences to create better brands and brand experiences.
The brain makes choices by relating a situation to previous experiences or fantasies. So, in essence, if you want to understand how to design future brands, you want to see how those brands can serve as cognitive keys that can trigger sensations of those past experiences the prospects have had in their lives.
Alternatively, the brand should make people feel like it would get them a step closer to realizing those fantasies or aspirations that they have in their minds.
Connectedness in B2B
The way our brain works doesn’t go away when we go into B2B sales. When doing these, you must connect with the buyer — most B2B salespeople will tell you this firsthand. This means having shared chemistry and understanding how they feel about their challenges and struggles.
When your partners feel like you understand them, your B2B sales become more straightforward. This all ties into the connectedness piece of the future-brands puzzle.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.