To succeed in the Era of Trust Networks, how do you need to think differently about your theory of branding and its practical day-to-day application?

BUYING LOGIC FOR Branding Calculators

• Perceptions of value, before and after purchases by customers, live as a whole-body experience of customers.
• The whole-body experience of buyers includes rational, conscious, and languaged aspects of self, as well as nonrational, unconscious, and unlanguaged aspects of self.
• The nonrational, unconscious, and unlanguaged aspects of self energize most purchase decisions; the rational, conscious, and languaged aspects of self merely justify a foregone, whole-body “I gotta have it” decision.
• Incomplete, inconsistent, or inaccurate models of how the nonrational, unconscious, and unlanguaged aspects of buying work induce marketers to execute marketing programs that confuse, frustrate, or turn off otherwise ideal customers.
• A systematic framework for modeling the whole-body experience of desire and satisfaction and quantifying the effect of various value propositions and brand-voice expressions in simulated buying situations reveals new and powerful ways for marketers to connect with buyers.
• GISTICS promises to identify new and more powerful ways for you to connect with ideal buyers, using an innovative branding calculator to frame the whole-body experience of the desire for and the satisfaction with your new technology or disruptive innovation.

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