The Psychology of Better Brand-Building

Frank Schab | CEO Six-Degrees Brand-Building

How does your audience choose what to purchase?

Or share, like, favorite, follow?

Do you know why, when and how your audience will engage with your brand?

The answers lie first in understanding the principles of behavioral psychology.

Did you know, 90% or more of brand decision-making occurs in the unconscious.

So basically, even if you’re lucky enough to have your audience actually share with you why they do the things they do…

“I prefer brand X because...”

…unfortunately, it’s dangerous to trustthat data when using it to make decisions about building your brand.

Reasons not to trust information

EgoSocial ConformityProfessional TrainingDesire to Please

And even when you think you’ve gotten an actionable insight,

“I’m thinking Very Stylish”

“Very Stylish” Got it!

the reason not to trust what they say is because what they mean is open to interpretation.

That’s where an understanding of

behavioral psychology combined with

progressive brand-building tools

can make all the difference for a company.

PSYCHO-SENSORY BRAND-BUILDING

Psychology-based tools & techniques + sensory branding methods

Click HERE to view the first in the series:

Psycho-Sensory Principles of Brand-Building

Frank Schab is CEO of Six Degrees—a unique brand-building

agency that combines psychology-based tools and techniques

with sensory branding methods to achieve better results for

companies. Prior to co-founding Six Degrees in 1999 along with

its signature approach to brand-building called “psycho-sensory,”

Frank held positions at General Motors and Pfizer, served as a

Managing Partner at Interbrand New York, and a VP of Global

Brand Research at Opinion Research Corporation. His distinctive

brand-building work in various sectors including hospitality,

medical device, pharmaceutical, automotive and technology has

taken him to 17 countries on four continents. Frank holds a

doctorate in psychology from Yale University.

PSYCHO-SENSORY BRAND-BUILDING

Psychology-based tools & techniques + sensory branding methods

Learn more at: www.six-degrees.com