The Buying Brain: Secrets for Selling to the Subconscious Mind

Chapter 11. The Consumer Journey

At the end of this chapter, you'll know and be able to use the following:

• The seven steps that comprise the Consumer Journey Framework

• How it can be used to help marketing campaigns migrate consumers along a path

• How creative teams can use it to understand which components of the Brand Essence Framework to utilize for maximum effectiveness

A Framework of Frameworks

Throughout this part of the book I introduce a number of frameworks—nine to be precise—that we have developed at NeuroFocus to make sure that we are considering all relevant aspects of the various consumer "experiences" we study with our NeuroMetric measures. You can think of these frameworks as checklists of attributes or features that need to be considered to understand the full array of ways in which consumers can interact everyday with brands, products, packages, ads, and shopping.

To provide a bit of a preview, here are all nine frameworks we will be introducing in this and later chapters, what they refer to, and where to find them.

1. Consumer Journey Framework: how consumers relate to brands and products through usage and experience ... p. 114

2. Brand Essence Framework (BEF): the key attributes and features of a brand that makes it neurologically successful or not ... p. 121

3. Total Consumer Experience (TCE) Framework: how people interact with products as an embodied multisensory experience ... p. 137

4. New Product Effectiveness Framework: the key attributes of a new product that will determine its ...