I want you to close your eyes
I think that is the only thing that he has asked
personal favor and I want you to imagine
Please eyes closed very
important the first time you fall in love
hopelessly
that time where I could not stop
think about that person and especially
I want you to travel to the sensations and
the emotions that vice experiences
you were happy they were nervous
anxious if they counted the hours so that
it will be time to see that person
and, above all, a bit of the follies
what happened to us at that time
of euphoria
the ten-hour bus ride because
if to see that person the gift of
200 euros that I hope it deserved
of course, and especially since I
I would like to tell you that you can open the
eyes
all that you experience teis is called
love and where hormones reigns does not rule
neuron just like we fell in love with
people because we also fell in love with
products
This is because I want what I want
to say is that we truly
we fall in love with the product of a brand we
we are elaborating what it transmits is
the product surely what you know
of an object of something that you use to
newspaper is what advertising says of
he what has been told that says that
that other people who have used it
they say about him and above all for sure that
I friend that heavy sound that has
told how much you like your car
well sometimes we like
consumers are not aware of the
effect that the brands and
products in our daily life do
an exercise in reflection and think about the
last product that you have bought and
the reasons that have led to do what
remove functional reasons
I needed it or I just wanted it and
go further I ‘m remembering that
reflecting on a day there by a thousand
19 years in which after months of
save then I come home an mp3
square in a transparent box had
an apple for logo and and I’m thinking
that when I opened it I lit it
I was so excited that I fell
tears of happiness and now that
have a marketing background
I think it was the desire to have him in my
hands and finally see it come true what
that made the tears of
happiness then in that point
I have said wish and I say desire because
our minds are combined as gin
tonic the desire the passion and the love that
They may seem very different concepts
but emotionally they are very
different
all of them you can apply what
feel for brands
Well, what difference does the 6
I wish that would be that strong attraction
towards something towards someone for example a
to attend passion
there has to be a level processing
cerebral
there must be in the production of a
hormone for example the oxytocin that
what would serve would be to favor the
social integration or establishing links
between couples and yet so that
Give love has to combine skills
more complex this is to think about that
relationship that I asked you at the beginning
imagine the importance they had in
her empathy sincerity the
communication and more if all this what
combine with desire and passion
well when when we think about this one
in this case in those emotions
to me comes to my mind a question
we can really compare what
we feel for certain brands because here I
van is going to help me
this idea my friend rebecca bloomwood is
the protagonist of confessions of a
compulsive buyer and then here you have
the side effects of shopping
or fall in love
she has the object in front of her pupils
are fixed as a sign of interest in that
product therefore it does not matter anything else to
your surroundings
in that state we are braver and
influential
everything goes for what we want
less sensitive to pain has a face
to the poor woman as if she had been
until the last euro out of pocket and
especially in that state of euphoria
what I told you earlier
we overcome Albert Einstein and we say that
the time in the mall is
relative
also at this point then in that bias
attend unconscious does not matter anything else
the brand we love or person
that we love
we do not look at anything else then well
this is very important for the experts
in marketing know how people
we can fall in love with the
marks and at this point we are
with with the tools
neuroscientists that you may have heard about
it’s called neuromarketing now he gets
the neuro prefix hair to a lot of
sciences because they apply these techniques
and we are served by marketing
to know what that process of
cognition that takes place in the
human brain
many investigations also increase
these studies are already trying
find the reason that leads to a
person to know if what he is doing
what you are buying are paying
for something rational or irrational when
when you go to the supermarket that decision
that seems very banal very rational
are those decisions that the tennis players
internalized those that most cater to
irrational thoughts
that is, if I am buying a
detergent surely gays do not buy
because I need it
maybe it is that people are given what
your parents bought and remember or
just buy it a friend and oslo
he said good no longer is not they are so
rational as I told you this
idea that I am telling you is not not current
do not think that it is something that is of
21st century
already in the 19th century william stanley jevons
in a neoclassical economist because he dared
to say that he doubted that some time
we would have the tools
needed to directly measure the
feelings of the human heart
imagine a world in which the economy
neoclassical was the reason and the pure reason
economic
so I going a little on in this sentence
de antonio damásio I say no
be afraid to recognize what you feel
just to recognize how you feel because
understand what is behind the
Emotions and feelings is
compatible with the romantic vision of his
value for human beings
and I at this point then I would like
think now that we are talking about the
brands and purchase decisions
yes yes really the brands and the
buyers we need and if there is
that love relationship that would be based on
if you think marten let’s see it with a
small example I think quite
illustrative now
but everything has a very average cut
good without being so extreme think what
would happen if we were talking about
a shirt and a compost of the dawn
In any case, you do not have to be so
radical
probably our relationships
emotional with brands are much more
everyday of what we really think
see you rich you lift until you
you bet or even when you dream what is
your experience with brands and
that answers the decisions you make and
day to day
there are probably many questions
emotional emotionals of how I
I feel
with that brand or many times what is it
what I want to convey out
the marks internal lapse the marks
They try to capture us by emotion
sure some remember something
and not questions you like to drive in
the next brand
the word is lust directly
you can ask to mark to marta which
is your experience with your and michu or what
what are you experiencing here
late in relation to tdx is a
experience of a set of emotions
in relation to a brand but this is
good or bad for who is good
obviously for the brands sure to
people
I have some doubt ultimately what
that yes that is evident is that our
relationship with brands has changed and
the brands know it and we also
we have a much more direct relationship and
from the marketing experts
advertising have realized that it does
long time that the best way to play
the consumer is touching their emotions and
therefore concepts like love to a
brand as consumer experience
how to humanize the brands are quite
frequent
today remember that the brands
nowadays they no longer sell products and
brands sell emotional experiences
the products are a part more said
Chávez are responsible for revlon the
president that they in their factory
they made cosmetics but in stores
They sold illusion what they want
the brand is to bind us emotionally and
fall in love to maintain a relationship
stable with us but why which
is the reason the same as in any
love relationship the brand wants
develop an emotional activity with
us to get more
satisfaction a greater bonding with
the brand and finally a greater
fidelity and that determines that fidelity
two very important issues for
makes sure that you too
they experience a brand said it hurts less
the portfolio hurts less we are
willing to pay more
we are willing to pay a thousand and one
euros for a cell phone and also if we are
in love
we go and we tell it because we are
happy because we are happy and
so I am in the world of networks
social is a very important element
for the brand but how do we have to
draw the marks to us what’s
what to do to fall in love that there is
to do to bind us, he said
before this, it is best to see
what are the keys to a relationship of
couple a few years ago we made a
experiment in the faculty with
guys asking students which is
for you
the key to a good relationship
make it healthy
amazingly the same things came out
that people who write marketing
spoke about brand and the most important
of them was the empathy they said we have
that being empathic we have to not only
put ourselves in the place of another but
understand and feel what the other feels
the brands
in day they have to try to be
empathic and in addition they have to be
honest of course and also has to
be sincere
besides obviously they do not have to lie and
they have to treat us very well they have
to be good people but in a
relationship of couple does not serve only that
of goodness so that the
guys said good but it also has
that having a dose of passion does not
expressed in terms of good since
do not bore me in the relationship do not hear
so innovate a bit do not surprise
Please also such things
we have to incorporate the field of
makes and curiously the guys about
all the boys said good
relationship of couple has to be
based on physical attractiveness also and
of course good sex
the question was hui and how do you have sex
with the marks is more complicated truth
there comes into play the sensuality of the
senses
the boats begin to use also
the senses as a brand is perceived
you have seen all the scenery that
we have here
how it looks like it smells like you hear how
knows how you can touch a brand
note that all these issues are
issues that are being addressed from the
brand policies but of course
another question that in this case the
girls stood out was fira for a
relationship to be stable and healthy has to
have a lot of communication like
we move this the scope of the marks
what are they doing
obviously they have to develop a
very intense communication towards us
tell us your story tell us your
values tell us what it is that we
They want to sell and tell those
emotions be empathic but also
they have to develop that communication
inverse in which they have to know us
if I want to be empathic and I have to
know the other I have to go I have it
that listen to think for a moment
that your partner or a
question hey honey you want me to
gift for your anniversary or it would sound
well, you’re waiting for what
who knows you may surprise you but
all this in the end is very good for
the brands the brands are
using for your benefit
What effect do our with
in us as consumers think
as consumers has an effect
positive man that the child puts on what
lost it may be fine that my child
there will be a box and soccer boots
and give them a kiss may be fine so
both from the point of view of
happiness let’s assume that having
positive feelings like those that
you can have here this afternoon in relation
with a brand is not bad and also
we fell in love with a brand we
we fall in love for something in a certain sense is
because it makes us happy because it responds
to what we want because we
it serves because it is useful to us and in that
sense also gives us some security
just as it can give us some security
a stable relationship and that
Safety also greatly reduces the risk
of the purchase and simplifies our
decision processes but careful not
everything will be happiness
let’s make a little realistic we’re going
to do a little sanchos in terms
of the of the thematic of the tet we are going to
see really where the mill is and not
let’s see the giant ss we are not going to try
as I said a little marta send the
neuron and make no mistake a
Brand relationship is a relationship
interested that infatuation is
interested man i am paying for it
what else sounds is really I’m paying
for them and paying for your services
and to a certain extent a brand has to
justify some benefits has to
justify its shareholders and so
So much that relationship is totally
interested
there is a song to the oldest of the
same place sounds to him of the years 80 of
the nikis who had a very
illustrative for the interest I love you
andré and in that sense he had a phrase
as I let myself be cajoled by your meter 82
sometimes keep in mind that it is also
very negative that we let ourselves be fooled
use for those giants that are the
marks for those strategies
advertising that sometimes try
dig and occupy our failures
our problems of our brain and
be careful because between the love of a brand
and between prostitution related to
a brand the line is very thin and fix
we also have to be
very critical very critical in the sense
that we are not blinded by passion please
we do not use brands exclusively
to cover up our emotional failures and
to try to impress others
remember that consumption consumption or
happiness based on consumption is very
addictive and how any addiction has
your tolerance limits and every time
we would need more to get the
same happiness and would also ask us
what was 6
before it was said of activists very
critical with the brands with which
you have to try them related
If you want to fall in love but with
security start looking for information
about them before we said are
respectful with the environment are
respectful of child labor are
ethical take good care of me and in that case
be critical because we are the ones
they have the pan by the handle and
let’s adopt a little that maxim that
you have there because sometimes it’s true not
I’m going to translate it whole because it would be a
little about this level but we bought
things that we do not need
with the money that many times
we have or could dedicate for others
things and worst of all to impress
to people that we really do not like because
So please love
if possible from people even though
fall in love with things, nothing happens either
happy
thank you very much for us it has been
a pleasure to share this ratico with
thank you
me
”
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