How Southpaw uses emotion to build brands:
At Southpaw, our client promise is that “We use the power of emotion to build brands.”
We believe that if you want a consumer to DO something, you have to make them FEEL something.
The UK’s Institute of Practitioners in Advertising has comprehensive studies that prove the impact on long-term, profitable brand growth of using emotional brand communications (cf. The Long & the Short of it). Emotions talk to the System 1 “Limbic Brain.” This same brain controls 95% of all our decisions. So, when we use emotions that appeal to the System 1 brain, we are maximizing our opportunity to be bought / engaged with / recommended.
Put simply: EMOTIONS ARE OUR SUPERPOWERS!
How do we do this for clients? It all starts with a bespoke Neuro Mapping Insight Tool that I have developed for Southpaw. Inspired by our Sei-katsu-sha Insight philosophy and an executive coaching tool (PRISM) that I learned about outside of work, I wondered what would happen if we applied it to consumer behavior. Together with my team, we have created a bespoke methodology using Global Web Index data that allows us to run audiences through the model.
The Southpaw Neuro Map looks at the behavioral preferences of audiences which we then profile and can analyze what they love and hate and what marketing activities are most likely to influence them.
We have used this with much success on clients and pitches; it gives us a point of difference and it allows us to build brand ideas that are effective, over the long term.
Roles and titles current when this article was published in October 2019.