American born brand philosopher Timothy Webster’s heady mix of neuroscience and marketing and his ideas about capturing the mind space of consumers is sure to be a significant draw card to the Daily Dispatch Customer Innovation Summit.
Webster, who has authored books about personal brand intelligence and is a columnist for Destiny Magazine, is one of seven innovative speakers who will address the summit at the East London International Convention Centre on Thursday, June 21.
Webster said his talk would inspire delegates to understand the relationship between consumers and how brain chemicals work.
“Ultimately what you want to do is to trigger the chemical release that inspires engagement with your brand,” he said.
He said businesses sometimes missed out on how their customers’ mind operates.
“And so the brand goes over their heads and the consumer doesn’t lock in and engage.”
He said the most successful brands retained a fierce customer loyalty that often overrode logic and cited a well-known international technology company as a good example, because fans refuse to shift their loyalty to another brand even if its technology has been superceded.
Webster, who has a degree in business management and a diploma in neuroscience for leadership from Massachusetts Institute of Technology (MIT), said his presentation would deal with how “brand essence is digestible and how the brain digests and processes the properties of a brand”.
He explained that walking into a store like Woolworths was immediately “physically understood”. “[Brands like these] are digestible and can leverage loyalty and get people to become promoters of their brand.
“South Africa has extraordinary brands that do this very well.”
Webster, who moved to this country 10 years ago, said when visiting East London to launch his books or present talks, he was struck with this region’s appetite for good ideas that were “not fluff”. “I appreciate that about this region.”
- The entry fee to the Daily Dispatch customer Innovation Summit which is being held in conjunction with SEDA, is R980 per delegate with snacks and lunch included. Some keynote speakers will have their books for sale on the day of the event, which takes place on June 21 between 7.30am and 2pm. For more information and to reserve your space, please go to www.dispatchsummit.biz or visit Twitter (@DispatchSummit), Facebook (dispatchlive) or www.dispatchlive.co.za As an alternative to online bookings, contact 043-702-2090 or email bookings@dispatch.co.za to reserve your space.-barbarah@dispatch.co.za
How to work your brands
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American born brand philosopher Timothy Webster’s heady mix of neuroscience and marketing and his ideas about capturing the mind space of consumers is sure to be a significant draw card to the Daily Dispatch Customer Innovation Summit.
Webster, who has authored books about personal brand intelligence and is a columnist for Destiny Magazine, is one of seven innovative speakers who will address the summit at the East London International Convention Centre on Thursday, June 21.
Webster said his talk would inspire delegates to understand the relationship between consumers and how brain chemicals work.
“Ultimately what you want to do is to trigger the chemical release that inspires engagement with your brand,” he said.
He said businesses sometimes missed out on how their customers’ mind operates.
“And so the brand goes over their heads and the consumer doesn’t lock in and engage.”
He said the most successful brands retained a fierce customer loyalty that often overrode logic and cited a well-known international technology company as a good example, because fans refuse to shift their loyalty to another brand even if its technology has been superceded.
Webster, who has a degree in business management and a diploma in neuroscience for leadership from Massachusetts Institute of Technology (MIT), said his presentation would deal with how “brand essence is digestible and how the brain digests and processes the properties of a brand”.
He explained that walking into a store like Woolworths was immediately “physically understood”. “[Brands like these] are digestible and can leverage loyalty and get people to become promoters of their brand.
“South Africa has extraordinary brands that do this very well.”
Webster, who moved to this country 10 years ago, said when visiting East London to launch his books or present talks, he was struck with this region’s appetite for good ideas that were “not fluff”. “I appreciate that about this region.”
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