The brand in the brain is complex, while we may think our brand has a distinct image in the brain – this is not the case!
In the brain, your brand triggers a complex network of associations and memories coupled with emotional processes that we are not consciously aware of. Some associations are weak, some are strong. Our problem, as marketeers, is how do we know which are important?
However, while the problem is complex, our experience has taught us the solution (thankfully) is not…
Understanding people is key if you want your brand to connect with them
By using techniques such as implicit reaction time we can understand better how the brand is represented in the brain, combining together our science expertise we can unravel and better understand your brand – whether that be your distinctive brand assets, perceptions around the brand, or how to better shape brand activation and strategy.
Want to find out more about how to unlock the brand on the brain?
Understanding the intangible: identifying brand assets
Our client knew that to unlock distinctness in their category a new approach was needed. Using a combination of semiotics and implicit reaction time testing we were able to identify powerful assets to use for future brand communications that only implicit testing could uncover.
We found working with Walnut very engaging. From the start they were closely involved in understanding our needs and optimising their approach. The outputs form the research were easy to understand and the depth of analysis was impressive.
Head of Customer Insight
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