Branding and Marketing

“Clotaire Rapaille’s Method”

Com 459Jeff McNeill

Lyn Jang

1. The reptilian level (basic instinct)

We have it when we are born

To motivate, Appeal to individual’s survival instinct

Consumer’s unspoken need( Unconscious need) come from This level

2.The limbic level(emotion and earlier experiences)

At this level, people’s act and react are based on Earliest experiences.

Our imprinted, learned patterns are created as a conditioned Response stemming from our earliest positive and

Negative experiences

The key point the response is very strong because

It is “learned” in the context of the emotion of the experience

“People are motivated at three levels”(these levels are very different from one culture to another)

“The logic of emotion”The connection between the limbic and the reptilian, how the emotions deal

With the urges, the instincts, the needs we have”

Every word has a Mental Highway which is called “ Code”, an unconscious code in the brain

3. The Cerebral level- intellectual alibi

The last part of the brain that we develop( after 7 years old)With this level, people try to be intelligent.

How do the three brains work in steps Rapaille use?

First sessionStart with the cortex

Reason: people want to Show how intelligent they are“ But, Rapaille don’b believe

What they say.”

Second session- the limbic“Emotion, earlier experience”

The Purpose is “ to disconnect the cortex”

Break Time before move to the nextPeople are happy with themselves

Third hourNo chair- time to go backTo the very first time thatThey experienced what

Rapaille tries to understand

The key “ people know this process is

Anonymous.They don’t speak but write”

Finding code and the code isDiscovered by Rapaill and participants

“Discovery”