how we think about rehavior

May 8, 2009

What is the objective of most advertising communication? Usually, it’s “raise awareness,” “change perceptions,” generate trial.” Most campaigns are measured on their effectiveness in these areas, without a mention of the most significant impact to the bottom line: Consumer behavior.

At Northlich, we fundamentally believe that, in order to generate sustainable brand growth, we must affect consumer behavior. Not only change it, but establish new behaviors that lead to new, stronger relationships with brands. This belief led us to create the Northlich rehavior brand engagement process. 

At Northlich, we don’t believe behavior change is affected by simple changes in communications strategies and marketing alone, and as such our ideas don’t automatically begin or end there. We look at all aspects of brand engagement from product innovation to brand experience. Each of which can play a critical role in affecting shifts in perceptions, paradigms, preference and ultimately behavior. Our Northlich “rehaviorists” engage people by creating brand experiences that are relevant and meaningful to them, ultimately inspiring and motivating both action and ongoing interaction. 

posted by brian newberry May 8, 2009 in rehavior

comments

Jenn McGuire says: May 13, 2009 at 10:43 am Great new website, congrats! So glad to see things moving forward like this. I miss you guys! Reply john hull says: May 13, 2009 at 12:25 pm …and the good news is that changes in consumer behavior can sometimes be measured in ways other advertising communications objectives can’t. In other good news, a lot of people say they HATE advertising messages. In reality, they are saying they hate irrelevant, disruptive, intrusive messages that they never asked for in the first place. The methods of communication that work in our current environment are those messages that are meaningful to the target, authentic and are delivered when and where consumers want them. When we do this for our clients, it will lead to shifts in perceptions, paradigms, preference and ultimately behavior. Want to send me a new trailer for the Transformers 2 movie? Heck yeah, I’ll sit and watch that at any point in the day. Want to tell me about a new sports car that is as fast as a Corvette but runs on electricity? Sure, I’ll listen on my own time when I’m not busy. Want to put a commercial for homeowners insurance into an NFL game when my current agent is a family friend? I’ll be hitting the fast-forward button on my DVR. Reply