Brand strategy development. TIME FOR A CHANGE.
Behavioral Modeling for brands
Behavior modeling: created to understand emotional motivators
Behavioral modeling opens the gates to influential brands.
The brand anthropologists at Stealing Share created a predictive model as a springboard to persuasive brand creation. This model clears away clutter and reveals the prime emotional motivator that controls your target audiences.
No other branding agency in the world uses this behavioral modeling or understands how humans are prisoners to their belief systems.
Here are the critical elements in Behavioral Modeling:
Processes are the actions that are visible. There is no ambiguity in a process. You witness it happening in real-time. In the Process part of the behavioral modeling, the brand anthropologists/strategists identify all of the processes the brand owns.
These statements all begin with the words “It is” or “it has.”
Some examples of this might be “It is easy to use,” or “It has unique properties,” or “It is preferred by mid-market males.”
This becomes a long and exhaustive list in the behavioral modeling. At times there will be hundreds of processes identified. This just starts the behavior modeling process.
The next step identifies the motivations that create the processes.
In all cases, without exception, every process serves a need or want. Only sociopathic individuals participate in processes for no reason at all.
Here, in the behavioral modeling, we tie the processes to your brand. Starting with each process, the anthropologists/strategists ask in our behavioral modeling, “what need or want caused this to occur?”
We think of needs as an imperative and wants as more discretionary.
Using one of our examples above, we ask what needs or wants control the statement “It is easy to use.?”
A few come to mind.
“I need more time, or I want life to be easier, or I need to do other more important things, or I want fewer complications.”
In the behavioral modeling we note all of these needs and want. And we draw a connection from the process to the purpose.
The entire list of processes is exhausted. Noting all the connections and creating additional purposes as they arise.
When this part of the behavioral modeling is completed, we have a pristine map of all the needs and wants that control the processes your brand wishes to action.
In this list, you will uncover all your marketing messages. The root of current marketing is identifying a need or want and demonstrating better effectiveness.
Other branding companies stop here. They guess at benefits and lack a system to map them expensively. But, this is not the secret sauce.
Needs and wants— purposes are causal. In behavioral modeling, They create the processes and control them as well. Brand anthropology goes deeper.
If needs and wants (purposes) created processes (or actions), we asked a simple question. What creates purposes? Are they simply an intrinsic part of life?
No. Purposes are created too. Understanding that cause is the key to understanding behavior and the science of influencing it.
Just as clearly as the relationship between purposes and processes, there is a causal relationship to precepts (beliefs).
What we BELIEVE to be true creates and controls every need and want we maintain—every single one. The behavior model maps that relationship.
Our anthropologists/strategists added an experiential element to this idea of precepts. Precepts are the real magic of precepts.
First, they are not category-specific.
They are universal in their scope; This means that a precept might be more emotionally intense in your specific category, but that belief system controls and creates other purposes and behaviors outside of your category.
Another word of caution. So intensely held are precepts that they serve as a personal definition. In short, we are what we believe to be true. Attack a belief, and you are attacking that person.
But, precepts do not need to be true. Truth is immaterial. If you believe them, they are powerful.
So the anthropologists/strategists concentrate on the entire list of purposes. They probe into each one and ask profound questions: “What do you believe about the world that created that purpose— that need and want?
We map every purpose to a precept. And because our anthropological hypothesis states a belief will control many purposes, we find that vision reinforced
We may end up with more than 100 processes. And we will have a third of that number as purposes and precepts, less than one-quarter of the number of purposes.
The goal is to find a ruling precept. One precept that seems germinal to this category. But we never guess.
Our researchers at Resultant Research invented a methodology to test the intensity of the precepts. We can compare intensities and uncover the most emotionally intensive of all.
This science is the root of our persuasive branding.
The brand has two options. It can create a new belief or align itself with an existing belief. We look for the latter. It is more cost-effective.
Brand narrative and personality
Many branding agencies talk about the Idea of a brand narrative. The idea is to visualize the brand as a person.
Stealing Share moved the playing field on these old-school branding companies through our behavioral modeling.
We create the brand narrative around the identified ruling precept. We construct a brand theme line expressing that belief.
We design a logo that exemplifies that precept. As an identity, it becomes more about the customer than the brand identity old-school brand building claims.
We build your brand a ruling precept it becomes an emotional conflict to choose a different brand. It is akin to emotional suicide.
We choose things we believe to be a self-reflection
This is the persuasive brand rule of thumb. We prefer things that seem to reflect our ruling belief— all things being equal.
All things being equal the behavioral modeling does not let the brand entirely off the hook with amenities and benefits. But it amplifies those advantages 1000 times when wrapped in the new brand.
The brands Stealing Share creates all embody the ruling precept— the precept claims the highest emotional intensity in the category and tells those you must influence not just what it is but why it exists.
Raw and unbridle brand power. We insist on it.