Why Human Connection Is The Key To Effective Branding | Matt Johnson

<p>“Brands really matter, when and only when they matter to consumers. And this is fundamentally a question of human connection.” ~ Matt Johnson</p> <p>To get under the skin of how branding works, what makes it effective and how to build a successful brand, we talk with <a href='https://www.neuroscienceof.com/branding-blog'>Matt Johnson PhD</a>, who is an expert on the human side of business. Matt is a speaker, researcher, and writer specializing in the application of psychology and neuroscience to marketing. We discuss everything from the difference of brand strategy, brand personality and brand meaning, all the way to how brands can get involved in activism.</p> <p>“What determines if you're a great brand is if your values and your attributes and your characteristics resonate with your target market.” ~ Matt Johnson</p> <p>Our conversation doesn’t just appeal to marketers, however. In our usual lighthearted style, Kurt and Tim touch on Matt’s love of Arsenal, his appreciation for pumpkin spice lattes, and the music that helps him come up with creative ideas. </p> <p>As a former guest on <a href='https://behavioralgrooves.com/episode/matt-johnson-prince-ghuman-on-mid-liminal-marketing-and-the-ethics-of-applied-neuroscience/'>Behavioral Grooves</a>, we are delighted to welcome Matt back to discuss branding and marketing. Matt’s recent book, “<a href='https://amzn.to/3Jk2zdL'>Branding that Means Business: How to Build Enduring Bonds between Brands, Consumers and Markets</a>” which is co-written with Tessa Misiaszek, provides a really informative overview of the application of marketing in organizations. Listen in to this episode to get a flavor for the expertise that Matt brings to his field.</p> <p>Behavioral Grooves relies on the support of listeners. If you’d like to be part of the community of supporters of the show, please visit our <a href='https://www.patreon.com/behavioralgrooves'>Patreon</a> page. </p> Topics  <p>(5:27) Welcome and speed round questions.</p> <p>(11:48) Why branding is at a crossroads