I’m sending this issue from Largo, FL, quite a change of pace a radical ride Saturday with friends at the Bohemian Border Bash
! I’m here visiting my son and daughter, Otto & Mira
. We had an awesome summer together back home in Holland and I’m already here for the 2nd time since and 8th time ever to spend a week+ with them since they were taken away a year ago. While abroad, I work rather efficiently and remotely from a café across the street from their school.
Today, Twotone’s invoicing software was down, so before I plan a ride we’ll be doing with Komoot in The Netherlands next month, I thought to ship the newsletter!
I read Thinking, Fast and Slow
, 2+ years ago and, in principle, System1’s book lays out a commercial application for Daniel Kahneman’s central thesis: a dichotomy between two modes of thought: “System 1” is fast, instinctive and emotional; “System 2” is slower, more deliberative, and more logical.
- 🧠To become the automatic, no-brainer purchase is the greatest success a brand can achieve—and it requires command of System 1 brain processing. You don’t want the consumer to really think about whether to buy your brand—you want it to become the obvious real deal decision, the gut-level best choice.
- 😞All emotional responses are based in System 1, but not all System 1 thinking is emotional. Any gut-level, rapid, effortless thought or behavior comes from System 1. While many advertisers are equating System 1 with emotion, this is a misconception that oversimplifies and distorts its true meaning and power.
- 🔑Emotional ads are not the key to nailing System 1 embedding. Moving, memorable ad are everywhere. Agencies pride themselves to creating “anthemic” campaigns that build a crescendo of emotional responses—first from their brand clients, who forget all the headaches of working for their company and embrace the elation such ads evoke. They then give an agency carte blanche to focus on generating excitement, inspiration, and unadulterated sentimentality. In an age where every brand wants to go viral, this trend is here to stay yet not universally viable.
- 🆕The key to embedding your brand in System 1 isn’t anything revolutionary. Many brands are trying to win consumers over with radically new campaigns, striving to engage on every digital platform, and hoping to build brand equity by being “bold” and “fresh.” In the process, they’re often ditching whatever foothold they may have had in consumers’ System 1 thinking. Smart advertisers and agencies might add a new and surprising twist to distinctive brand assets, but they maintain recognizable elements that have resonated successfully.
- 🤝System 2 can tag-team with System 1 to close the deal. While you want your brand to be a no-brainer choice, many purchases—particularly for larger ticket or considered purchase items—are based on System 1 beliefs overlaid with more rational information. . (They don’t call it rationalization for nothing.) The kicker is that rational information about a brand can work both ways. If you just don’t like the Crocs, and decided long ago that they weren’t your style, you’re not going to buy Crocs just because they’re durable and affordable. You’ve long ago eliminated them from your consideration set.
A lot of the work we do at Twotone is about finding real ways to appeal to System 1 & 2 thinking, whether we realize it or not. Digging into the nuts & bolts of this has been fun! Hopefully this got your wheels turning a bit too!
As always, thank you for reading!
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