This week, we are changing it up a bit again and this is a solo session with just me, Roger Dooley. If you aren’t familiar with my work, I am your host here at The Brainfluence Podcast, and author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing. Some of my other stuff is linked below, as are companies and topics mentioned in the podcast.
Today, we discuss why having an enemy can be beneficial for businesses. Sounds bad, right? Actually, the right kind of enemy can make your customers feel like part of an exclusive group. This can best be explained by the psychological theory of Social Identity that was pioneered by Henry Tajfel.
Listen to the podcast for how this works, and for some real-world examples of effective enemy creation.
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On Today’s Episode We’ll Learn:
- How being in a POW during WWII led to Henry Tajfel’s work on Social Identity
- Why the “us vs them” strategy creates a strong fan base.
- How a business can use social identity to their advantage.
- Why you should demonstrate that you are in the same group as your customers.
- What brands like Apple, Etsy, H.E.B., Ford and Chevy all have in common.
Amazon: Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Dooley
Kindle: Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Dooley
Neuromarketing Blog – Apple Fanboy = Religious Fanatic?
Neuromarketing Blog – Rivalry Marketing
Neuromarketing Blog – Revealed: How Steve Jobs Turns Customers into Fanatics
Neuromarketing Blog – The Case For College Sports
Neuromarketing Blog – Why Etsy’s Rob Kalin is Like Steve Jobs
My Forbes Blog, Brainy Marketing
Learn more about Henry Tajfel and the Social Identity Theory
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