SBP 016: The Importance of Cognitive Branding, with Sandeep Dayal
In this episode of the Sleeping Barber Podcast, we speak with Sandeep Dayal, author of Branding Between the ears, to discuss how marketers can use cognitive science to build lasting consumer connections. We also dive into the topics of brand purpose, elements of cognitive brands, and saganaki! Enjoy the show. ____________ Our Guest: Follow Sandeep Dayal on LinkedIn: https://www.linkedin.com/in/sandeep-dayal-8361b61/ Branding Between the Ears: https://www.amazon.ca/Branding-Between-Ears-Cognitive-Connections/ Author Page: https://www.sandeepdayal.com/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature: Rethinking How To Appeal To Consumers Using Cognitive Science - https://chiefexecutive.net/rethinking-how-to-appeal-to-consumers-using-cognitive-science/ Interview with McKinsey and Company - https://www.mckinsey.com/featured-insights/mckinsey-on-books/author-talks-if-you-dont-understand-how-are-you-going-to-help Timestamps 0:42 – Introduction 2:07 – What is cognitive branding 5:00 – Customer centricity and what does it mean? 6:05 – Brain sciences and their associations with branding 7:40 – How does the brain work? 11:40 – Challenging traditional branding models 17:30 – Fresh-baked cookies and branding 18:15 – Triggers for cognitive branding 19:00 – The three elements of cognitive brands 23:20 – Consumer insights and being in the field makes a difference 24:30 – Vibes, sense and resolve and their associations with consumer trust, consumer confidence and consumer satisfaction 27:40 – Strategy and execution should be treated as one 32:00 – Does brand purpose even matter? 37:00 – Dove’s real beauty campaign 41:07 – Embrace what you are; you don’t always need to have a purpose 45:30 – Key moments that have an effect on brands 50:40 - Brands peak moments – OPA! 52:20 – Surprise and delight 56:14 – Ethics and marketing 1:04 - Post-pod discussion with Marc and V