I went to grandly named Battle of Big Thinking yesterday in London. I particularly liked the presentation by Ian Armstrong (Honda), who’s knowledge of the human brain would have put many surgeons to shame!
His presentation centred on how the human brain reacts to brand experiences. Brains apparently are designed and programmed to predict the outcome of an event. When an experience exceeds expectations a huge dose of Dopamine is injected into the system, increasing attention levels and giving you that Friday Feeling.
The trick he said was for brands to look to overdeliver in the brand experience rather than overclaim in communications. Overclaiming leads to disappointment (in the product experience itself) and presumably a drop in Dopamine levels.
So…if you can get away with it … underclaim like hell .. and end up with some very satisfied and vocal customers!
