Cortex thinking vs. reptilian thinking ...
Exactly what is it that makes most people to give attention to your product or service, and then get "converted" so as to start liking your product and recommending to others? An abstraction of this is cortex thinking vs. reptilian thinking, highlighted by discussion with Clotaire Rapaille in this 37signals article: People have no idea why they're doing what they're doing.
When you create a situation that has to make people think on some aspects, then it is cortex thinking. For example, telling them "This is cheaper!". But when you connect with them without making them think - typically at emotional level, then you get them involved in very different way; sometimes the pattern may not even be connected to product directly. You build awareness of product, but without making that product central to the engagement of your customers.
However, one should also be aware of overall context. You can't sell cakes to person who is not having two loaves of bread to eat; i.e. if the people are looking for very specific things arising out of necessities.
For example, in airlines industry in India today, Air Deccan's price oriented "cortex" thinking is clearly dominant in its approach to connect to customers, who are probably flying for the very first time in life, and are from middle and lower classes, i.e. highly cost conscious. So it makes sense to go with "cheap airline flying" focused advertisements. On the contrary, Kingfisher does reptilian-like advertisements around concept of "Good Life", and very clearly, attempts to connect to market of wealthy people who don't care about price (and there are significant number of them too!), but would like the attention of getting pampered.
Now that the market is maturing, Air Deccan should start doing reptilian advertisements - start building brand around emotional aspects. The audience is sufficiently mature, and are probably bored of Air Deccan's efforts to lower the prices, but everyone also knows that we just can't take their low prices as granted; there are others who often have lower prices!
Whoever has seen another advert which seems to be doing reptilian is a new brand called "Bingo" - selling potato chips. Typically they start with highlighting image of something we know is not-so-ordinary and then kill it, saying that "Bingo is not having all that, but it has something that you really want!". Though not exactly connecting to yourself, it can still be called reptilian!
Interesting, this world!
When you create a situation that has to make people think on some aspects, then it is cortex thinking. For example, telling them "This is cheaper!". But when you connect with them without making them think - typically at emotional level, then you get them involved in very different way; sometimes the pattern may not even be connected to product directly. You build awareness of product, but without making that product central to the engagement of your customers.
However, one should also be aware of overall context. You can't sell cakes to person who is not having two loaves of bread to eat; i.e. if the people are looking for very specific things arising out of necessities.
For example, in airlines industry in India today, Air Deccan's price oriented "cortex" thinking is clearly dominant in its approach to connect to customers, who are probably flying for the very first time in life, and are from middle and lower classes, i.e. highly cost conscious. So it makes sense to go with "cheap airline flying" focused advertisements. On the contrary, Kingfisher does reptilian-like advertisements around concept of "Good Life", and very clearly, attempts to connect to market of wealthy people who don't care about price (and there are significant number of them too!), but would like the attention of getting pampered.
Now that the market is maturing, Air Deccan should start doing reptilian advertisements - start building brand around emotional aspects. The audience is sufficiently mature, and are probably bored of Air Deccan's efforts to lower the prices, but everyone also knows that we just can't take their low prices as granted; there are others who often have lower prices!
Whoever has seen another advert which seems to be doing reptilian is a new brand called "Bingo" - selling potato chips. Typically they start with highlighting image of something we know is not-so-ordinary and then kill it, saying that "Bingo is not having all that, but it has something that you really want!". Though not exactly connecting to yourself, it can still be called reptilian!
Interesting, this world!
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posted by Vinod Kulkarni at
7:32 AM
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