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What Is Association? | Will Leach

From Audio: [Special Episode] The Mindstate Marketing Hour #13 with Will Leach - The ROI Online Podcast Ep. 71

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The ROI Online Podcast
Duration: 05:20
Will Leach talks about how brands use association and how it’s related to customers.
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Will Leach talks about how brands use association and how it’s related to customers.
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with your brand. Yeah. So what you're telling us is that the seemingly insignificant choices can have a big impact, and we make decisions based on emotions and justify later with logical thoughts or justifications. But little do we know that these photos, this atmosphere that you're creating on this asset, this would be a digital or hard copy can really impact that decision process. No, that's very, very true. And and and a little bit on the science behind. I'm going to run a little experiment on your here, Steve. Just so you get a feel for why there is some thoughtfulness, um, that you should be thinking that you should be thinking about. So, um, so I'm gonna talk a little bit about semantic networks. And so it's a concept that's just about, you know, associations that are in your head. So when I say the word apple like, let's think about Apple, the company What words kind of come to mind? Well, Mac iPhone, um, apps about what do they What do they stand for in your mind? Well, they stand for a particular lifestyle brand. You identify being taken a text astute by utilizing these things It's interesting that that even older people can feel modern by utilizing the apple products. So I like that. So you've brought in the things like the functional things that they sell. You brought in technology you brought in, uh, image you brought in innovation. So those things are these nodes that are in your head. You have these associations with the brand apple and we all have associations with everything out there. I mean, everything. What the mind does over the course of many, many, many decades is whenever you experience something and it kind of figures out how things into relate. So when I say the word apple, a lot of people will say, Well, Steve, jobs, iPhone, innovation, design like these terms come up again and again and again, and that forms an association. So when somebody says apple, these feelings, these desires come up and why that's important is because those desires those those feelings. Those associations are also important for you to know because you are trying to create associations with your brand as well. So I got another another thing I'm gonna I'm gonna I'm gonna ask you, I'm gonna see how this kind of plays out. I'm gonna I'm going to list out four or five words, and all I want you to do is after I say those four or five words, tell me what comes into your head. Okay. Okay. So, Roy G biv color, son. Rain sky an artist. I didn't work as much as I thought it was. Remember, you're working with a very This is a low level aptitude person. Okay, let me think. I'm gonna try another. Try another set of words. I'm gonna try Roy G biv again. Roy G bib. I don't know this guy and color. Mhm. Roy T. Babe Reid. Uh, connection Sky, sky and color. Um, there's no right or wrong answer. Museum was what I'm trying to get to do. Uh, well, I'm gonna I'm gonna hope somebody out there got rainbow popped up in their head. Remember the old Roy G. Biv remember that from grade from grade school? That's how you knew the what are the colors? The main colours. Roy G. Biv knows that the colors of the rainbow, right? That's why I threw that in there. Okay, well, the idea there is that there are associations with sky color sun clouds Roy G bib. And then if these things come together, in your mind comes Rainbow Same idea that I want you to start thinking about stock photography is that there are associations in your stock photography that if you're thinking about what do I want to stand for rather than looking for a subjective, I want to have a pretty girl in an office, right? Very subjective. Think about the associations that you want to create. Um, and just so happens, I know the nine associations that I think you should be creating because they're in my book marketing to mind states they're they're the nine motivations. If all of our behaviors are driven, are there fueled by motivations that those motivations, I believe, are really critical to identify the one motivation that you want to be associated with and then design or find stock photography that is associate with that motivation so that when they see that stock photography, they feel that desire and if they feel that desire and associate you with that desire that helps build your brand, and it creates you a brand that is associated with their internal desires,
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