Just ask yourself, what is new quality you have not had before?
How new behaviors make your life better?
How new behaviors make your life better?
BEHAVIORAL BRANDS ARE INDISPENSABLE HUMAN RELATIONSHIP AT SCALE
By Van Rais
Has a brand fundamentally
transformed your life to the
point that it feels indispensable?
transformed your life to the
point that it feels indispensable?
______
Would you miss it if it disappeared?
If your answer is yes, then that brand qualifies as a behavioral brand.
Would you miss it if it disappeared?
If your answer is yes, then that brand qualifies as a behavioral brand.
Creating value through behaviors and
actions fosters meaningful
experiences, engagement, and
relationships with customers.
actions fosters meaningful
experiences, engagement, and
relationships with customers.
______
For customers, these values are reflected in the behavioral impact brands have on their quality of life
+
For businesses, these behavioral values translate into higher monetization and increased effectiveness.
+
For businesses, these behavioral values translate into higher monetization and increased effectiveness.
What defines behavioral value
of BBs?
of BBs?
_______
Like most of brands BBs are designed to fall in love with and stories are told for emotionally impactful. Feelings and experiences and ideas, beliefs and engagement. Yes, yes and yes.
Additionally, BBs go beyond beliefs, stories, emotions, belongings and experiences. BBs are indispensable human relationships, like a reliable friends, book clubs or your pet. Those relationships you would miss if it is gone from your life. Why is that? Well, behavioral values are most valuable to us. Those values that made our life better. Those values we keep on and carry on, and we look for more. BBs provide platform for new actions that we embrace in our life.
These are the key characteristics that set BBs apart in the market: their ability to build indispensable relationships at scale.
Relationship
economy
BBs aim to build genuine, human-like relationships with their customers, prioritizing the quality of the relationship over mere economic transactions
+
BBs influence by prioritizing an understanding of their customers' needs and concerns, focusing on psychological processes rather than traditional business logic
+
BBs are useful and provide genuine service, utility, and value to their customers' lives, measured by the new behaviors they inspire and the reliable outcomes they deliver.
economy
BBs aim to build genuine, human-like relationships with their customers, prioritizing the quality of the relationship over mere economic transactions
+
BBs influence by prioritizing an understanding of their customers' needs and concerns, focusing on psychological processes rather than traditional business logic
+
BBs are useful and provide genuine service, utility, and value to their customers' lives, measured by the new behaviors they inspire and the reliable outcomes they deliver.
Competitive
insulation
BBs live and act on their behavioral values, establishing a strong, distinctive identity that is difficult for competitors to replicate. They prioritize understanding and addressing their customers' needs and concerns, fostering deeper connections and loyalty
+
Understanding consumers at a psychological level enables more targeted and persuasive marketing efforts. This approach creates messages and campaigns that resonate with emotions and cognitive biases, ultimately driving reliable outcomes.
insulation
BBs live and act on their behavioral values, establishing a strong, distinctive identity that is difficult for competitors to replicate. They prioritize understanding and addressing their customers' needs and concerns, fostering deeper connections and loyalty
+
Understanding consumers at a psychological level enables more targeted and persuasive marketing efforts. This approach creates messages and campaigns that resonate with emotions and cognitive biases, ultimately driving reliable outcomes.
Enhanced
expectations
expectations
BBs design products, services, and marketing strategies that align with customers' survival needs and decision-making patterns, leading to higher engagement, satisfaction and experiences
+
Future-focused, BBs helps identify and mitigate risks associated with decision-making, particularly in situations of uncertainty.
+
Future-focused, BBs helps identify and mitigate risks associated with decision-making, particularly in situations of uncertainty.
Examples of
behavioral brands
behavioral brands
_______
ChatGPT. Unlike Google, the relationship is deeply human. It's a personal reliable assistant. It sparked a new relationship, igniting behaviors related to status, safety, progress, connection, and curiosity. Yes like human.
AirBnB. Unlike hotels, is a platform for the shared economy. Scaling new behavioral values at global level. New behavior of relating to strangers with trust and empathy using social norms and social proof to drive brand. Nomadic global living. Yes there is amazing story about belonging.
➞ See how to build BB (Bescy case study)
AirBnB. Unlike hotels, is a platform for the shared economy. Scaling new behavioral values at global level. New behavior of relating to strangers with trust and empathy using social norms and social proof to drive brand. Nomadic global living. Yes there is amazing story about belonging.
➞ See how to build BB (Bescy case study)
Examples of not
behavioral brands
_______
behavioral brands
_______
Tesla. Like any other car brand, takes you from A to B while you are driving. Tesla is overall better performing car because it is electric. Gas engine is replaced by electric engine, but this is technological shift, not psychological. Once when Tesla make reliable self driving car, it will be moment when it become BB.
Dyson. Make us think, believe how technology is more sufficient in cleaning, while does not make us actually do anything new. Yes, we feel overall happier and more satisfied with product, because of high price we pay for the product, and high-end design and social status.
➞ See how to make non BB to become BB (Hoover case study)
➞ See how to make non BB to become BB (Hoover case study)
Indispensable relationships
_______
Behavioral brands create value through their actions, fostering indispensable relationships and engagement with customers. In the eyes of customers, this represents a shift from transactional interactions to genuine, indispensable relationships with businesses. Beyond being useful, engaging, and authentic, behavioral brands create competitive insulation in a fragmented, content-saturated market ◼︎
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Thank you!
About Van Rais
He successfully brings together strategy, high-end design, and applied Behavioral Science into a unified system for transformation. His expertise lies in business and brand development, leading Behavioral Branding initiatives for Microsoft, GE, Starbucks, and various scale-ups. His love for art and pop culture makes him feel alive, living in New York City.