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Adam Morgan | Senior Creative Director, Adobe
SEVEN YEARS AGORussell Fisher asked me a question.
DO CREATIVE IDEASWORK BETTER?
Creative idea = Emotional
Do you place more valueON LOGIC OR EMOTION?
BETTER UNDERSTANDthe relationship between
LOGIC AND EMOTION
Antonio Damassio
EMOTIONS ARE NOT JUST ANIMAL INSTICTS.
Emotions are what makes us human.
SubconsciousFast
AutomaticEmotional
ConsciousSlow
CognitiveRational
Conscious only holds 4-7 variables.Subconscious holds the internet.
A LITTLE TEST
247 + 331 = ______
4397654
Now add one digit to each number
9.11.2001
“When our brain is doing its job at predicting our surroundings, our subconscious is in control. Only
when there is an error or something doesn’t match our predicted reality, does the conscious
brain kick in. Only then do we become aware and notice
the element that’s different.”
Dr. Scott Steffensen
IF WE FIND A MATCHwe feel a flood of emotion.
IF NO MATCH, WE NOTIFY THE CEOand make a new memory.
TO BURN A NEW MEMORYAnomaly detection + neurochemicals (emotions)
Emotion is critical in making memories.AND IN RETREIVING MEMORIES.
More emotion = stronger memory.Emotions are powerful.
Emotions represent a massive amount OF RATIONAL THOUGHT.
WHEN WE MAKE A DECISIONour brain is flooded with feeling.
“When making a decision and locking in a memory, emotions are everything. In neuroscience, there’s another expression, ‘Neurons that fire together, wire together.’ In other words, the more activity you have in a certain pathway, the more it becomes plastic. And that plasticity is mediated by certain neurotransmitters and chemicals—also known as the regulators of emotion. So when we make a decision, our brains are flooded with feelings.”
Dr. Scott Steffensen
Do you place more valueON LOGIC OR EMOTION?
CREATIVE and STRATEGYBRAND and DIRECTART and SCIENCERIGHT and LEFT
THE MARKETING GUTIS NOT DEAD
1. Get Noticed2. Be engaging = stickiness3. Be believed4. Be remembered = brand preference5. Loyalty
The Classic Pitch
1. Get noticed A. Under radar
B. Prefrontal cortex only
C. Whole brain lights up
The Neuroscience Pitch
1. Get noticed2. Sticky
A. We don’t retain everything
B. More brain activity,more chance to lock in
C. More emotions, moreneurons are trained
The Neuroscience Pitch
1. Get noticed2. Sticky3. Liked
A. Most influential variable is likability
B. Lock in a memory with emotion(positive emotional connection is best)
The Neuroscience Pitch
1. Get noticed2. Sticky3. Liked4. Remembered
A. More emotion = greater chance of retrieval = remembered
B. Retrieval of memory trace is now retention, not acquisition
The Neuroscience Pitch
1. Get noticed2. Sticky3. Liked4. Remembered5. Loyal
A. More traces burned into memory = more chances of positive emotions
B. Which means a greater chance of long-term plasticity. (in other words, trust and loyalty)
The Neuroscience Pitch
A creative brand voice?Or a straightforward one?
Emotional Rational
©Adam Morgan ReturnOnIdea.com
©Adam Morgan ReturnOnIdea.com
©Adam Morgan ReturnOnIdea.com
Attention spanand snackable content.
Virtual and private communities
Social networks
News aggregators
Passion connections
Video & audio connections
Websites
Thought leaders
Shallow discussions
Deeper discussions
How to measurecreative ideas.
How we measure today
ONLY LOGICFocus Groups Online Surveys
CrowdsourcingExperts
Why stories make us react
+Attention Emotion Action=
A simple way to measure
(Use data to establish triggers.)A. Insights
B. Create experience
C. Measure (Does experience hit triggers?)
(Anomaly + Empathy.)
Back to Russell’s question:Do creative ideas work better?
THANK YOU
