IPSOS Is the Behavioural Lens Out of Focus? VIEWS 1. Be easy to buy (how the brand best fit in consumers’ lives, have distribution, have the right sizes and flavours on shelf) 2. Get noticed (attention to advertising and processing stimulus, being visible on shelf) 3. Refresh and build memory structures (build appropriate memory structures and reinforce them) 4. Create and use distinctive brand assets (distinctive visual, aural and verbal imagery minimise consumers’ processing and enable fast recognition, memory structures need to link effectively into brand to be reinforced) 2. Memory access and attention are the two stages likely 5. Don’t give a reason not to buy (e.g. to offer more leverage to brands. ingredients consumers don’t want, excessive premium) By tapping into valuable social purposes, both Persil and Ariel also create emotional resonance among consumers, giving the brand a chance to encode something new in Brands should choose their battle carefully: ‘attention consumers’ minds that will stick not just for preference but and memory equity’ is the first battle for CPG brands and also for access to the brand in memory and attention at the sometimes easier to win than the valuation battle. Besides, shelf. There is some evidence from consumer neuroscience brands that don’t get selected from memory and attention that long-term memory encoding (LTME) does not take place don’t go into valuation and don’t get chosen. It’s a game unless there is some emotional resonance to the situation where no pain means gain! or event. This is consistent with memory as an adaptive mechanism which encodes situations and events as useful experiences for the future. Unless there is some association with a positive or negative (expectation of) outcome, the situation or event is ignored at the time and irrelevant to the future. No accessible memory is needed. Out of the seven rules that Byron Sharp lists in “How brands grow”, five are about making choice easy for consumers. The SAM behavioural force at play in each one of them is physical and mental (energy) efficiency and impacts behaviour through memory access, attention and other decision processes: 10