fields, from addiction to the animal kingdom. Among animals, for example, females selecting a mate tend to choose high-ranking males that can protect their offspring – for a brand, this translates to core category need. They also typically select a mate from outside the group to keep the genetic pool diverse – equivalent to the brand fitness indicator that gives a brand a distinct occupancy in the consumer’s mind. And females also favor male “friends” that have groomed them and been kind to their offspring – which translates to past experience with a brand or product and the emotional highs and rewards that trigger consumers to purchase it. From this research, we identified three key elements to include in the product tile, which loosely correspond with the brain’s decision-making processes: l Category need 2 approach l Brand fitness indicator 2 liking l Emotional high 2 wanting
As we move away from the 30-second commercial, the always- on, always-with-you nature of mobile phones holds huge potential for digital marketing.
preferences and values can influence the brand’s place in their mind. Between “liking” and “wanting,” there is a gap driven by associating the product with emotional highs and rewards. For instance, a product tile showing a group of friends enjoying their soft drinks can communicate an emotional high that encourages purchase. In addition, highlighting the perception that price reduction is a powerful reward and incentivizes purchase.
Here is how it could work. According to data from Amazon, 69% of people start their product search at the category level – they need a soft drink to quench their thirst, for instance. A simple image of the product coated with water droplets can suggest that the need will be met, encouraging the thirsty customer to approach. Past experience of using the brand plays a powerful role in whether the consumer likes the product. For instance, their flavor
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