E278: Mastering Brand Science for Effective Branding with Staeven Frey

The Erik Cabral Show

Want to leverage the power of science for more effective branding? Check out our latest episode as Erik Cabral sits down with Staeven Frey, where he shares insights on System 1 and System 2 thinking and how they impact our decision-making process.

Staeven Frey is the founder of Chief Brand Science and Chief Brand Scientist at Quantum Branding. He helps brands become authentic and memorable category leaders through the power of brand science, the core of what fuels a successful brands growth, sales and marketing.

Here are some power takeaways from today’s conversation:

• Neurodiversity, defined

• System 1 thinking vs. System 2 thinking

• How to leverage science for more effective branding

• How we process making decisions in life

• The importance of making decisions based on your goals

Episode Highlights:

[01:54] What is Neurodiversity?

Neurodiversity is a term that encompasses the varying ways in which people are wired. It acknowledges that differences in neurological wiring do not necessarily mean being "wired wrong". While some people may have a disability such as blindness, there is a spectrum of neurological differences, including conditions such as ADHD and dyslexia. This spectrum is not a clear-cut line, but rather a starburst of quadrants.

[12:57] System 1 Thinking vs. System 2 Thinking

System 1 thinking is rapid, autopilot thinking that absorbs information from our surroundings and helps us understand and navigate the world. System 2 thinking is more deliberate and analytical, but only makes up about 5% of our overall thinking time. Understanding these different modes of thinking can help us make more intentional choices in life.

[15:53] Using Science for More Effective Branding

The effectiveness of branding can be improved by tapping into the science of our memories. This is where System 1 and System 2 thinking comes into play. Since 95% of our thinking is a sensory intake, factors such as shape, color, words, story, messaging, photography, and illustration are crucial in creating a memorable brand. When these elements are distinct and stand out in their category, they are more likely to be remembered. Therefore, the brand with the most unique and recognizable assets becomes the most memorable.

Resources Mentioned:

Quantum Branding Agency

Email Staeven: [email protected]

Designing Brand Identity by Alina Wheeler

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