Beetle Moment Marketing Podcast
Emily Binder
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053 - Brian Roemmele - The Key to Successful Branding - Voice and Beyond - Pt. 2
• 41 minThe customer is on their own hero's journey. Brian Roemmele explains what brands need to do to build longterm successful customer relationships. Every brand has an emotional connection to the people who use their products. But some covet it better than others. Brian and I discussed brand narratives and personas, touching on archetypes and Carl Jung, and even the neurochemistry of purchases and loyalty. My favorite part of the conversation is when Brian explained why the female voice is hardcoded to be perceived as authoritative. Brian’s theory: All products, companies, and brands are a relationship with their consumer. They have defining points as any human relationship does Show notes: beetlemoment.com/podcast episode 53 TIMESTAMPS:02:00 How do we build a relationship in which our customer is the hero? (e.g. Storybrand framework) 02:53 All products, companies, and brands are a relationship with their consumer. 03:20 Every purchase is an emotional purchase - neuropeptides 04:00 Every brand has an emotional connection to the people who use their products. Some covet it better than others. This means a narrative is being spun overtly or covertly all the time. See Apple. 07:15 Neuropeptide release of a transaction or purchase - pleasure in the body, your cells will remember this 08:15 Archetypes, introduced by Swiss psychiatrist Carl Jung, are models of people, behaviors, or personalities. Jung suggested that archetypes are inborn tendencies that influence behavior. 08:30 Voice has the opportunity unlike any other one (including film) to create a rich deep emotional lifelong connection with the customer. 09:00 The human agenda is connection 09:55 A voice comes from a person - it’s not a thing - it has a persona 10:25 We instantly categorize anything we hear or see anthropomorphically because of flee or flight mechanism 11:05 Your brand has a voice: who is it? Fashion brand example from Brian’s work 12:05 You need to assign a Jungian or Myers Briggs archetype to your brand 12:30 Your customer is on their own hero’s journey 14:15 The voice of authority is and always will be a female. 16:10 Anthropologically and culturally, the wise woman (hence the archetype) was always the leader of the tribe until western culture labeled them witches 20:15 If a brand keeps us too reptilian we are probably not going to be longterm fans 20:20 It’s not the brand we connect to, it’s the story and its role in our own narrative (e.g. Thomas the Tank Engine) 21:15 Brand expression is to attract members of a desired tribe 22:20 When we build voice brands Connect with Brian Roemmele: Twitter | LinkedIn Connect with Emily Binder: emilybinder.com | Twitter | LinkedIn Hosted on Acast. See acast.com/privacy for more information.
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