Brand Storytelling in the Digital Age by S M A Moin

Author:S M A Moin
Language: eng
Format: epub
ISBN: 9783030590857
Publisher: Springer International Publishing

Marketing communication game

The bowling game of marketing takes precedence over the pinball game of marketing

The pinball game of marketing takes precedence over the bowling game of marketing

Source Adapted from Walvis (2010) and Henning-Thurau et al. (2013)

Walvis (2010) explained how people think while making various decisions including choosing the brands. The essence of Walvis’s (2010) argument aligns with the essence of Kahneman’s (2011) seminal work, Thinking Fast and Slow. People use slow thinking (Type 2) for tasks demanding analyses and the making of careful choices (e.g. taking tests and filling out a questionnaire). In contrast, they use fast thinking (Type 2) for tasks involving day-to-day routine decision-making. People use their conscious brain while thinking slowly but the subconscious mind while thinking fast. In his book, Branding with Brain, Walvis (2010) also highlights that most of the decisions happen in the sub-conscious brain.

Drawing on neuroscience’s research, Walvis (2010) argues that the choice of the brands by the consumers follows a process. He has coined it as the “brand-choice algorithm” of the brain and explained the way it functions. The “brand-choice algorithm” is a metaphor that demonstrates that our brain works more like the Google search engine. People usually select brands that tend to serve their current purpose best. These include reminding of their goals, aligning with their meaning, and engaging with them most often in the past. Drawing on neuroscience’s position of how people think and choose a brand, Walvis (2010) has deduced three laws of branding: Law of Relevance, Law of Coherence, and Law of Participation. These laws convey profound insights for brand marketers.

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