BRANDING? THANKS FOR THE MEMORIES.

James Hammond, The Brand Doctor says:
‘A winning brand is always about providing customers with strong emotional connections. Current brand experiences are important, but memories of past events are also critical.’

Memories build brandsEvoking emotional responses drives a brand into the customer’s long-term memory – the only place where the concept of a brand exists. The more memories that are stored there, the stronger the brand can be recalled at any given time.

Psychologists call this brain behaviour episodic memory – a collection of experiences past and present that occurred at a particular time, place and context, all connected together almost like a completed jigsaw puzzle. So when a current brand engagement links with a brand memory, this accumulation of events is heightened, forming a powerful emotive response. Couple this with another mental process called classical conditioning and you have the recipe for Continue Reading…

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Brand Doctor: A brief bio.

I’ve spent nearly 40 years in advertising, marketing, design and branding. Starting life as a graphic designer and copywriter, I worked for Top-100 companies. I then progressed to heading up brand consultancies responsible for sales and marketing, branding, corporate identity and advertising for Yellow Pages, Virgin, AVIVA, EMI and British Telecom to name a few.

Throughout the years, I’ve also helped smaller businesses dramatically improve profits through building a powerful brand. (Not-for-profit organisations have seen their donor income increase using my brand approach too.)

I’m also a qualified psychotherapist. How people think and behave is crucial to knowing how to brand a business, and with 15 years of experience in the field of psychology, I'm better equipped than most to deliver brands that connect and engage with customers.

Psychology is a rare ingredient in marketing, but it should really lead the way. My psychotherapy work greatly influences the approach to branding I teach and formed the basis for my international best-selling book Branding Your Business.

‘James gave two consecutive keynotes for the past three years at our annual Indonesian Superbrands Conference. He is a breath of fresh air, bringing clarity and understanding to an audience of 400 senior marketing executives hungry for knowledge of ways to create leading-edge business and branding strategies.

James also gave two brilliant keynotes on the subject of sustainability, in advance of his new book The Starfish Business. He is now a Member of the Board of Advisors, Most Valued Business Indonesia, an exciting new initiative to recognise brands not just for their revenue, but for their social responsibility.

Whenever James comes to Indonesia, his fans eagerly await the latest from the Brand Doctor – and they are never disappointed. Thanks James – and good luck in all you do.’

– Alistair Speirs OBE
Chairman, Superbrands Indonesia
and Most Valued Brands

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