The Science of Brand Influence
Here at Truly Deeply we bang-on a lot about brand experiences and why they are so important for brand engagement. The science behind this phenomena is what we call the Dopamine effect.
Dopamine is a neurotransmitter (a chemical in the brain) which carry messages across the spaces between brain cells. Dopamine is important for social and emotional learning as it not only helps information pass more easily, but also gives us a pleasurable sensation. When combined this creates a pleasurable association with the experience that was responsible for the release of dopamine. The simple thought of a pleasurable experience is enough to release dopamine, making us feel even more positive.
The pay-off for brands who engage their customers by facilitating enjoyable experiences is three fold. The release of dopamine associated with the experience:
• Produces a pleasurable sensation which becomes associated with the brand
• Creates a flow-on effect of positive feelings towards that brand whenever we later recall it
• Increases the extent to which we remember the experience and the brand association
It turns-out as human beings we’re hard-wired to enjoy and remember positive experiences (makes sense). So as brand managers and owners, what are we doing to create those hugely valuable brand experiences for our clients and customers?
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more at…
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