Wednesday, July 18

Anthropology of trademarks or understand consumer behavior

Versión en español, pulse aquí

Understand how man relates with his environment is fundamental to understanding how it should be the relationship between brands and people. Companies are only one element in our environment.

Man is by nature, curious. Want to learn. It is pure survival instinct of the species. Find out more around us allows us to better prevent and defend against threats. Therefore, the new, the unknown attracts us.

When something unexpected happens, we quickly huddled around to see what happened. The many road accidents, the cause of which has been a major accident is not the first crash, but the decrease in the rate of those who went back to see what happened. Are typical scenes of the movies in which people around an area where there has been a tragedy and the police try to clear the congestion, scenes that reflect reality.
Naughty say some, but more than that is survival instinct. We were attracted by the unfortunate event to learn and so we try not happen to us.

With the relationship between people, something curious happens. We attract new people, yes, but we like being with people who are similar to us. We were attracted by strangers, but when we approached them we began to unconsciously associations to classify the new acquaintance. As we confirmed our assumptions that person wins or loses interest for us as far as it coincides roughly with the way we are. If we like the self-assertion, look people we discuss and try to get over it. If we do not like to argue, the other person will lose interest as they discover that does not match our thinking.

The company-customer relationship is exactly like the relationship between individuals. Companies are made up of people and products marketed cover human needs. So when we see a brand we are attracted to them when they are unknown. When we discovered what the product or the company they represent, we began to classify and arouse more interest or lose everything, to the extent that this classification agrees or not with our way of being and the product covers or not our needs.

So there are brands that "we like" and other "we dislike." Sometimes we consume a product because it is the only to us, but we are not comfortable with him. And maybe perfectly fulfills its function, but what it communicates your brand is contrary to our way of being. We do not like. It's like that coworker who can not stand, but we have to live with it, necessarily, on a day to day.

It is important when designing a brand, be clear to whom it is addressed, what personality traits we want to evoke feelings and what we want to achieve. Neuromarketing can help achieve our goal, making sure that really evokes the intended.

It is also important to know that, like every one of us likes us to everyone else, our brand will be detractors within our market potential. People who do not sit well. It is therefore essential to know the target and, in defining the personality traits of the brand, try to find features common to most people who make up our target market. Still, one must assume that our brand is not going down well at all, so our goal will never be 100% of our potential market.

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