| + Tribal Fusion It’s fantastic to be in Costa Rica. My thanks to Jorge and Tribu for inviting me to your beautiful country. Costa Rica is the supernova of Central America. Beauty and brains!! You are young. You are part of the future. Your challenge is to get to that future first. Over the last decade life has accelerated. Everything and everyone is coming together. Technology, competition and choice are reshaping business. Consumers are saying: “You’ve got three seconds to change my life or I’m gone.” From Information Economy, Knowledge Economy, Interruption Marketing (aka the Mass Market), Permission Marketing, the Experience Economy, the Attention Economy… to the ATTRACTION ECONOMY. SEVEN ACTIONS IN ATTRACTION 1: Drip with Emotion Brands were about rational ideas with emotion clipped on by the ad department. Now brands look and feel the same. Google “brand” and you get 830 million hits!! You have to go beyond attribute, benefit, performance, function, range. You need emotion through the core. Emotion rules us. Emotion, intuition, long-term memories and unconscious motivations, they make up as much as 85% of our decision-making process. That leaves just 15% for logic to battle over. Neurologist Donald Calne makes it simple. “Reason leads to conclusions, emotion leads to action.” 2: Look Beyond Brands The challenge that has gripped me for the nine years I’ve been CEO of Saatchi & Saatchi is – what comes next? What comes after brands? We’re on a journey. From products to trademarks, from trademarks to brands. And now from brands to Lovemarks. Lovemarks are the future beyond brands.
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