VARCA: Brands need to maintain continuity in their communications as consumers don’t like changing their minds.

“It takes an effort for the customers to change their minds and marketers can’t afford that. Continuity comforts the consumer. Albeit, continuity goes beyond just the logo and includes tone of voice, presentation et al”, said The Engine Group president Robin Wight.
 
Marketers should use the latest advancements in science, technology and brain-mapping techniques to comprehend how consumer minds work.

“Brain always saves energy for the most important things and it has nothing to do with marketing. Humans are rationalising, and not rational, creatures.”

Wright was sharing his experience on the latest advances in brain science and how it will impact marketing in the coming times.

Detailing his knowledge on neuroscience he said, “Consumers are in two minds most of the time. One is the genetic mind which works on the reflex system and the other is the cognitive mind, which is the thinking and feeling system. So marketers need to not just address the right brain, but also when the consumer is in the right frame of mind.”
 
Wight claimed that most of the times marketers end up targeting the wrong mind. “Just like customers, even marketers are in two minds it seems,‘ he joked.
 
He asserted that science can help creativity flourish. By using technology, marketers can know exactly how and why a campaign would fail. “Using technologies like functional Magnetic Resonance Imaging (FMRI), we are able to read people’s minds and evaluate campaigns.”

He urged marketers to understand the difference between promotion and persuasion. “As marketers, we should not just promote but also persuade the customers to change his mind”, he said.