Description

One of the greatest challenges that marketing and branding professionals face today is to capture and to retain the attention of customers. The modern customer receives a constant stream of information from various digital platforms and print applications. Hence, one of the key objectives of any marketing or brand strategy is to ensure meaningful and sustained engagement with the attention deprived customer.

Preconscious Marketing is a book that attempts to explore how brands can influence the consumer at a deeper level. The book takes a holistic perspective to understand the various facets of brand strategy.

Preconscious Marketing covers the following points:

• Understand the key functions of human nervous system. Identify the significance of learned motor responses for consumers. Highlight the fundamental principles that the human brain follows during its regular functioning. Understand how priming as a process affects consumer behaviour. Determine how preconscious as a term can be used to represent subconscious or unconscious mind and how emotions are key to communicate with preconscious mind.
  
• Understand how you can use the power of storytelling to create an enduring footprint for your brand in the preconscious minds of your customers. Use founder's legend, product or customer storytelling to design a robust brand narrative.
  
• Understand the basics of BrandChakraTMmodel and how this framework interprets brand strategy in a simple and intuitive manner. Explore how you can use the BrandChakraTM model to create the identity or narrative for any brand.
  
• Identify how you can design brand identity by using the Social Attraction level of the BrandChakraTM model.
  
• Explore how you can create narrative for any product or service brand by using the Functional Benefit level from the model.
  
• Realize how you can create compelling brands by shaping emotional outcomes using the Emotional Trigger level from the framework.
  
• Create a multi-sensory identity for your brand by using the Sensory Appeal level from the model.
  
• Utilize the Greater Cause level from the model to associate your brand with a noble purpose.
  
• Transform your brand into a force to reckon with by tapping into the power of latent cultural expression
  
• Understand the significance of corporate culture and how you can utilize your organization culture to transform your employees into brand advocates.
  

You can use this book to obtain an understanding of how a brand can have a multi-dimensional identity. You can utilize this book as an initial reference to obtain ideas for your marketing campaigns or brand strategy objectives. You can use this book as an inspiration to create compelling brands narratives or marketing campaigns that can create an enduring influence on the preconscious minds of your consumers.