Welcome to Brilliance@Work, a series of profiles about stellar marketing professionals and their best practices at work. In September and October, we’ll feature market research experts.
Memories are the key to who we are. Marketers, like Emily Higgins, VP Client Services and Amy Shea, Director of Brand Experience at Ameritest, use the latest research on the brain to help create experiences that evoke positive memories of their brands.
They are also presenters at The Market Research Event (TMRE) on October 16-18 at the Westin Kierland Resort & Spa in Scottsdale, Arizona.
As a preview to their presentation, Emily and Amy shared insights on how memory and emotion create stronger brand connections.
Peggy L. Bieniek, ABC: What is the science behind the brain’s three major memory systems?
Emily Higgins and Amy Shea: As scientists focus on the study of memory in relation to work on devastating diseases like Alzheimer’s, we are learning more every day about the link between our memories and our self-identity, present-day choices and thus our future.
Scientists have known for some time that memory is three-dimensional. Academics call the three types of memory semantic, episodic and procedural memory; advertisers long ago have translated this into a communications philosophy, calling these three dimensions think, feel and do.
At Ameritest, as we collaborate with our clients on branded communications designed to solve business challenges, we use Head, Heart and Hand—a much better model to diagnose the visual and verbal narratives brands use to create branded memories. The most successful brands create memories across all three systems. And these memories drive choices at decision time.
PB: How does this relate to emotion?
EH and AS: Episodic memories, or what we call heart memories, are our social memories. They are the autobiographical memories that create your sense of self—including the brands your ‘self’ has chosen. A brand story that emotionally engages you forges a heart memory link. This connection can be quite strong, as emotion drives behavior more powerfully than does logic. We will be talking about how emotion drives behavior specifically in the Casual Dining Category in our presentation, “Are Consumers Eating Their Feelings?”
PB: What will people gain from attending your conference presentation?
EH and AS: We will share a case study of our own research—so, no data is blinded or embargoed in any way—to demonstrate three core aspects of creating brand memories: how the head searches for and embraces attribute, benefit and value equations that deliver their ideal experience; how the heart seeks the emotional satisfactions of their brand choice; and how the hand part of memory wants to see that rehearsed in a visual storytelling that is powerful and category-relevant. This is the work we do on a daily basis, focusing on the importance of creating brand memories and the role of a visual language in creating those memories that drive choice.
Want to hear more from Emily and Amy? Join us at The Market Research Event (TMRE). Learn, network and share best practices with the most influential leaders in market research. Stay connected at #TMREVENT.