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ONE
Unveiling the new science of marketing
without marketing
Neuromarketing
How it better powers your
ROI and inspires timeless sustainability
Generational Sciences
Predictable behavior traits and trends of
emerging generations in the new
paradigm shift
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OVERVIEW:
NEUROMARKETING
THE NEW
MARKETING
FRONTIER
Why do people who prefer the taste of Pepsi loyally buy Coke? Will the
Catwoman movie make you want to see the film? And are women
subconsciously drawn to the sight of a bikini-clad model hawking beer on
television?
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people on an emotional level to win their hearts and minds.
2008
DEMONSTRATION
In the next image you will be asked to pronounce the color not the word. You will
experience something that you probably never thought possible. This test will
demonstrate the left brain - right brain conflict and its effect on your purchasing
behavior
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Take the test now: see next page
You have just experienced the left brain - right brain conflict. The question is
if the left and the right brain are in such conflict who then decided to buy?
Let us understand that the major motivational circuit of our actions is the
quest for pleasure and satisfaction.
While the emotional brain loves to max-up the credit card, the rational one
insists on saving for the retirement.
While the closet is full of pairs of shoes that go with every dress, more often
than not, she finds herself buying an extra pair just in case. While his cell
phone is still working, he emotionally wants the latest model.
Ah he understands me!
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The main driving force to a rewarding interpersonal or organization
relationship is TRUST and CONNECTION. In other words, being on the same
values platform.
Trust can only settle in if integrity, intent and CREDIBILITY become the
pistons that drive the engine of the relationship forward. At this point the
door of TRUST yields to productivity and long-term success.
The following visual will give a firsthand look at the brain under the
microscope:
As you can see, the reptilian brain a.k.a. the Primitive brain is the kingdom of
Nucleus Acumens in plain English: the zone of merits and rewards, the survival
reactor.
The primitive says: your pretty brand may get you to the door but it will not
guarantee you a chair at my table. The primitive is all about value merits.
You muddle with your brand value you lose everything.
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THE AGE OF IMAGE CONSUMPTION
Does this sound familiar? If the answer is yes, do you know why we say it?
In the next segment we’ll share with you from a neuro-scientific perspective
why we use this term.
We won’t go deep in this analysis, but we’d reserve it for when you require
an in depth presentation. But we can tell you this, not having the precise
image that reflects the consumer’s value system and connects both the left
and the right brain hemispheres to it, will be treated as non credible.
In the previous image, take a look at the red dot in the middle, you’ll notice
that it is connected to the emotional hemisphere of the brain while the
prefrontal cortex (rational) is in the outer layer of the brain.
Studies have proven that before the act of purchase is activated, the
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pleasure zone of the brain reacts at 500 milliseconds before the rational
zone. The Putamen is the pleasure zone that releases dopamine into the
blood (related to the sensation of pleasure) before the act of purchase.
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The purchasing act:
Decoding the brain buying stimuli:
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The corporate identity:
(the logo memory test)
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Alert:
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Let us get intimate with our Hippocampus: Our memory stock room
Since you were unable to remember the 6 names, let me explain why. You’re not
alone, anyone else would have also failed the same test and here is why:
It is normal for the human brain to be unable to remember a set of six names
previously read.
Follow the process till the end and it will become clear how a logo design is more
of a methodological process than just a personal decorating project.
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Have you noticed anything in all previous corporate logo evolution?
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And take a look at the following logos together
What do they all have in common? I’m sure your answer is: they’re simple
Market leaders corporate logos involve a methodological design process. Their logos are
based on the famous credibility-based formula by Saulbass.
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We can all agree that these corporations are capable of hiring top graphic designers to
produce elaborate, three dimensional logos with special effects, yet they did not.
The credibility-based formula, takes into account one objective only: immediate
recognition and long-term memorability.
You probably noticed print ad, radio spots and TV commercials campaigns;
Noticed the frequency of their appearance?
When companies insist on frequency is because, in order for the long term
memory to retain the information effectively, the neuronal stimulates and
creates connection with other nervous cells in the brain.
The more the neurons are stimulated, the more they multiply the points of
contact. The neurons and the implicated connections points in the LTM begin to
create web of circuits to end up with a well synchronized cerebral map.
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The Corporate Logo Credibility-Based Principles
Company managers, large and small, can now assess the power of their logo by
using a relatively new basis for judgment: If the company logo is credibility-
based it will have power to influence company messages in the minds of
company stakeholders.
We know how effective credible people are, but now credibility principles apply
to company logos. When a company speaks, it must be considered a credible
source.
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Take a look at these credibility-based logo design examples by
B-to-one
Logo 1:
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Logo 2::
Does your logo conform to these principles? If it does not, let us give revitalize
your corporate identity and give it a new credibility-based face-lift. Call us today
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or visit our Website for more information: http://btoone.com
We all do plenty of lateral thinking every day, but nothing much comes of it.
What separates real creators from daydreaming amateurs is their keenness to
roll up their sleeves and get on with the hard work of creativity paired with
productivity.
So we’ve replaced ‘lateral thinking’ with Lateral Action. And if you stay with us
on this journey, we’ll offer you some solid practical proof to will translate
creative visions into profitable reality.
Another reason we emphasize action is that things have changed since the time
of Michelangelo, even since the heyday of Amis and Levitt. Great artists have
always been good at getting things done.
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1- WHEN ADVERTISING &
SCIENCES MAKE GOOD
BED FELLOWS
Today’s advertising is a bit like playing make-believe and our society's values are
being corrupted by advertising's insistence on the equation. In a world of visual
pollution with bad intent, the last thing you want to do is:
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While advertisers still drive over exhausted and depreciated advertising
Vehicles, neuromarketing insists on leveraging growth and sustainability via
Value-driven and customer-centric and ethical advertising methodology.
and ….
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THE NEW DISCIPLINE
The future is NO LONGER about selling but knowing the audience from the
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inside and connecting the brand with their value system. It's all about TRUST:
Trust had become the only horse power that sets the buying wheel in motion.
Today, advertising is a journey, and not an end state of utopia. It's about optimizing
the impact, and creating value via the process and the provision of
communications support.
In the rising racket of global choice and competition, brands are the most
effective way of cutting through the noise to reach people's hearts and minds.
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INTRODUCING THE ARTIFICAL INTELLIGENCE
HOW IS IT DONE?
The answer is: nothing and to prove it we ran this on cognitive task analysis
take a look at what people saw: nothing
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Let’s examine its emotional calibration and consumer’s eye behavior pattern:
But before we that, here is a quick on conventional old advertising
Formula called A I D A : (Attention, Interest, Desire, Action). Advertisers say
Give it an Attention grabber headline, throw a quick Interests in the sub head,
garnish it with a copy that activates the Desire then watch the consumer take
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Action.
Even this magical bullet that once was a hot fire cracker, Its undercoat has
slowly corroded, overused then lost its shine in the eye of the consumer.
You probably haven’t, to understand the retinal trajectory of any given ad, one
must first understand the science behind the retinal imagery and the process
that image go through before understanding how the brain reacts to the latter.
If the image is deemed non credible the both brain spheres, the prefrontal
cortex will Treat this image as non credible and therefore will not be stored in
the LTM: long term memory. In this case when the trajectory was examined, we
know prior to publishing the ad it will fail the performance metric test.
Therefore money flushed won the toilet. And now imagine running the ad for
several weeks. !
The following analysis clearly shows the attention of the consumer was
undeniably focused on the 56% discount while in the previous version, the
eye fixation were on anything but the discounts.
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The Web
Welcome to the mother of all jungles: The Internet
Statistics show: 97.9 % are designers have little or no marketing skills and are
considered decorators only. Fewer than 2% are visual communicators.
You designed the site for them, how do you know what engages them, what
appeals to them and what they dislike.
When we say know your audience, we don’t mean, their age, profession blab
la, in neuromarketing that is irrelevant, what relevant is, is their behavior, we
call also the psycho-graphic / techno-graphic characteristics.
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Introducing the
TECHNO-GRAPHIC ANALYSIS
Here is an example:
• 67% of the adult population goes online, including 68% of men and
66% of women
• 86% of women ages 18-29 are online, compared with 80% of men that
age.
• 34% of men 65 and older use the Internet, compared with 21% of
women that age.
• 62% of unmarried men compared with 56% of unmarried women go
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online
• 75% of married women and 72% of married men go online
• 61% of childless men compared with 57% of childless women go online
• 81% of men with children and 80% of women with children go online.
• 52% of men and 48% of women have high-speed connections at home
• 94% of online women and 88% of online men use email
Do you know:
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Introducing the
If users can't find the sense and order they need, they
soon grow exasperated and give up:
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INTRODUCING THE WEBSITE AUDIT:
1- Explorative study of the site performance
2- Respective client expectations.
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Discover the Website 5 E’s
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Unfortunately, many designers concentrate on winning awards, instead of
focusing on the client’s objectives.
Does this look familiar? That’s your money not mine yours. Now don’t get me
wrong this is not just the designers fault, part of it in some cases the site’s
owner’s lack of understanding of the main Web site objective.
Please take a moment to explore this link that will make you think twice before
investing in a Website.
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You invest your hard earned dollars building a small business or a large
corporation, yet when it comes to building a proper window that will give you
credible presence on the Web. You begin to question the designers, you
know what you have every right to do so, as a user yourself, how many time
you arrived to a main page of a Website and started rubbing your eyes and
shaking your head? Many times right?
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Now think for a bit, since you’re not the only users surfing the Web, imagine
another user landing on your own Website and starts shaking their heads and
rubbing their eyes, one thing for sure, they won’t be giving you their money for
that, do we agree?
Life on the Web is always more real when you see it through the
eyes of the consumer. When you visit the link mentioned above,
you will realize the true reality facing all business people wishing to have a
So let us share with you what users see on a particular Website through
artificial intelligence. You probably ask yourself how credible is artificial
intelligence?
We always let people decide for themselves when they show true intent.
in the next page you will experience first hand the power of artificial
intelligence Through your own eyes, fair enough?
The test
First, you must have sincere intent and respect the rules before participating in
this test. You will be show an interface of a Website, then you’ll be asked to
observe this page as of you’re a user arriving on the site, then after 5 seconds
you’ll be asked to look away for one second.
Then look at the results of your own behavioral pattern on the site in question
Here it goes, see the interface in the next page.
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Interface:
Although, this interface is reduced in size, due to the space allocated, you can
still go through with the test. Under normal circumstances the test is conducted
on the actual dimensions of the interface.
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Cognitive task analysis results
As you can very well, you’re probably confirming your own behavior pattern on
this site. It is our pleasure to explain in depth what happens when a user arrives
on particular Website and what his/her intentions are when visiting your site.
The behavior analysis indicates many things to us. Unfortunately we cannot
provide all details of what you see.
Imagine,
This technology today allows us to run any Website interface under the
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ATTRACTOR
PATTERN
RESEARCH
By: Darryl Howard – associate
Oregon, USA
It has been found that objective measurements have, until now, been the only forms
available to advertisers and others involved in communication. Even the most
advanced testing done in Neuromarketing today with functional Magnetic Resonance
Imaging (fMRI) is still within the domain of the objective. Testing that uses fMRI can be
expensive and time consuming.
We needed the ability to test all the components used in a communication prior to
dollars being spent on production and testing.
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Leading research has show that when a commercial is viewed, the neurons respond in
various parts of the brain depending on our reaction to the commercial.
The question was: what tells the neurons in the brain to light up? The answer was
found to be consciousness itself. Therefore, if consciousness tells the neurons to light
up and indicate in the “buy centers” of the brain when we see an advertisement or
hear a speech, then how do we communicate with consciousness? How do we
communicate with the source, not the indicator? Consciousness can be calibrated as to
its attractor patterns. This has been a very practical tool for predicting behaviors of
groups and individuals similar to how Lorenz used the attractor patterns found in
massive amounts of weather data that appeared to be chaos, but out of that chaos
emerged patterns that could be useful.
How could the information that was being found be used to measure the effectiveness
of commercials, movies and communications in general before millions of dollars were
being spent?
Often where the weak spot is in a form of communication is within the subjective. It
has been found that some ads have within them, places where the physical body goes
weak leave the customer and target audience with the feeling of not liking the product
or trusting manufacturer. Often this surfaces as “I just don’t like the product and
cannot tell you why” of ‘I don’t know why, I just don’t trust them.” Millions of
advertising dollars can be used more effectively, when proper testing is done.
The objective is often easily measurable by scientific inquiry, but how does one
measure the subjective? For instance, it is easy to objectively measure an experiment
involving the chemical reaction between baking soda and vinegar, but to measure the
subjective such as love and other emotions has been more difficult.
Until now, there has really never been a method by which to measure or quickly
evaluate emotions. For instance you can’t “prove” you love your spouse or children,
but you can observe it and demonstrate it. There had never been a way to tell a wolf in
sheep’s clothing, what a thing is vs. what it looks like, the difference between
determining essence, not appearance.
Now, through new research and a scale by which these attractor patterns can be
measured, one can tell essence from appearance, what patterns an ad or
communication actually are communicating, not what they appear to be
communicating. It has been proven to be a very effective tool.
Case Study #1
A Look at what can be done during TV ad production.
A commercial being designed for a movie company. Two variations were tested by us
during its production.
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They were both identical in content (video, music, and script) except for the
announcer’s voice. The content of the video, music, and script had been tested during
design or production and were at acceptable levels for the customers market. Then
two different announcer’s voices were added. One in each commercial.
In the case of the first ad the announcer’s voice made the audience go weak during a
very specific portion of the ad.
In the case of the second ad there were no spots within the ad that tested weak.
Further testing would reveal that the first announcer, whether he knew it or not, did
not believe that portion of the script he was reading.
Many problems in the commercials that were worked on for this client were identified
in the script and design phase of the work. Often we test a script paragraph by
paragraph, line by line, to find the low testing points.
Case Study
A look at direct mail.
One client was having a direct mail piece written and produced.
The client himself had written the majority of the piece and thought it was very good
and sent it to us for testing.
We had previously tested where his market audience was at and knew his
communication with them had to be over a certain level.
We looked at the direct mail piece content and tested it paragraph by paragraph. One
paragraph tested low. Further testing revealed one sentence that brought down the
whole document. One specific word, “we” was the reason. The context was changed to
“they” and to things was accomplished.
The testing level of the communication rose to the level a little above his
target market where it needed to be.
While most thought it was a good piece, the audience would have considered
it a lie (whether they realized it or not) because of it technical inaccuracy. It
acceptable to everyone who had read it.
Interestingly, research reveals that merely by looking at the mail piece, the
consciousness of the reader picks up the energy of the inaccuracy. Consider that
research reveals of all the products on store shelves throughout the world, over 56%
contain parts that test negatively.
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Until now there have never been methods available to test for these negatives.
What We do
Discovery of how to use attractor pattern research in the marketplace is an emerging
field. After years of study and application we specialize in working with our clients to
make it simple and easy to quickly make their advertising better.
The methods used have assisted clients that operate both in the United States and
abroad.
Attractor Patterns
Attractor patterns discovery is credited to Edward N. Lorenz. While plotting weather
data he discovered that it was not “chaos” or random data, but rather an organized
pattern. The most commonly known is the Lorenz Butterfly. These attractors are used
in the prediction of weather patterns.
Communications (TV, Speech, Print etc.) can be calibrated to their attractor pattern
energy level.
Over 80% of advertising in the United States today physically makes the viewer’s body
go weak, or stuck in the “Off” position.
Through the use of this research, we have been able to identify points within a
communication that drive customers away and recommend changes for our clients.
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We also use our understanding of the research to help the customer attain what is the
known level of their audience, what are their attractions and aversions, and make
recommendations associated with those calibration levels.
Presentations
We developed and made presentations for International Corporations and
organizations, Business leaders, major Hollywood producers, Members of Congress,
candidates and political organizations at the national and local levels in foreign
countries and within the United States.
Currently, his focus is to help the audience understand the research and work with
them to build their own in-house teams that can apply the research.
Presentations can be tailored from one hour to multiple-day workshops to train and
educate staff.
Attractor Pattern Research and Communications offers consulting services and training
presentations to a variety companies and organizations.
For the past several years Darryl Howard using his experiences in attractor pattern
research to help companies refine their message to their targeted audience. He
conducts seminars on this work to those in advertising, world-wide organizations,
companies and all levels of government in both the United States and abroad. He
serves as a consultant to movie production and corporations on a variety of
applications of the work.
Darryl is currently working on a book on the subject of how others can effectively use
attractor pattern research in their business and other endeavors.
For nearly 20 years prior to devoting his time to this research, he was involved in
generational behaviors and trends for the movie industry. He has been a consultant in
politics at all levels. He is a nationally recognized expert in Generational Sciences and
the behavior of, and communication with, all generational cohort groups.
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REGIONS OF INTEREST:
CANADA /USA/EUROPE/N.AFRICA
USA: New York, Washington DC, Texas, California, Oregon, Utah, Florida
Europe: Paris, Geneva, Netherland, UK,
Foot note:
This section is still under development By Darryl Howard, a 20 year attractor pattern
research expert. A more cohesive PDF file will be available soon for download.
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GENERATIONAL
SCIENCES
The culture shifts in the new
defining paradigm
Based on 500 years of cycles, we can predict the types of behavior exhibited
by generations and the reactions by other generations.
As each Generation enters a new phase of life it changes the culture. These
cultural changes are called Turnings. A full cycle of the Four Turnings takes 80
to 100 years.
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• Now we have: Tsunami, Earthquakes… Whole cities destroyed.
Price of oil going up…
• Hero 1901-1924 GI
• Artist 1925-1942 Silents
• Prophet 1943-1960 Boomers
• Nomad 1961-1981 Gen Xer’s
• Hero 1982-2001? Millennials
• Artist 2002-????
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Life phases
Phase of Life, a 22 year age bracket defined according to central social role.
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For a more in depth look at what’s in and what’s out of the
emerging generations, please email us for a comprehensive
presentation.
GENERATIONAL
SCIENCES
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