SOLVE THIS PUZZLE AND YOU WILL BE IN THE 1%
Solve this puzzle. What’s the next number in the series?
99.8% of the world who are tested say 38 – and we’re all wrong. Where does it actually say the next number has to conform to the pattern? All that’s happening is the numbers are ascending, yet we’re all so strongly schooled we all think the same way.
And the same is true of culture. Culture is code and it’s as regulated in people’s minds as the number series. This code has structure – and as a result you can make predictions about where markets will move as clearly as you can any patterns in nature, economics or physics. The basic, non empirical version of this science is semiotics. The advanced version is called Meanomathics.
HOW OUR BRAINS WORK
Our brains take in, on average, 40 million pieces of data a second but we are only aware of 40. This means that people are unable to honestly tell market researchers what they are thinking when asked to comment on a brand because only 0.000001 % is consciously known to them.
So, the argument for semiotics is that, although individuals may not be able to tell you why a brand resonates, by looking at and mapping all the magazine outputs, websites, advertising and general behaviours associated with a particular brand, trends can be identified at a society level.
This is a step in the right direction but it is not enough. At the end of the day, this is the semioticians’ expert view of what is happening, and experts can often get it wrong – hypotheses need to be proven and society is now moving too quickly for an ‘auditing’ culture to keep up.
We need live, dynamic measurement tools. We need Meanomathics.
FROM SEMIOTICS TO MEANOMATHICS
Semiotics is the study of the meaning of signs and symbols in communication. Meanomathics [Mean-o- mathics] takes this one stage further - it uses semiotics to find hypotheses and then verifies them.
Meanomathics gives you the visual, verbal and sensory Mind grab of how people perceive a category. Imagine if you literally knew what people thought of when they thought ‘beer’, you could truly engage with your audience, you could resonate with them because you literally knew what they thought about your category. Most brands have to ‘be a beer but not be a beer…’ How do you find the perfect balance of visual, verbal codes to achieve this balance? At the moment it’s informed guesswork at best and that’s why marketing ROI is so hit and miss. Brand onions, wheels and templating tools are so open to interpretation, it’s dangerous.
Meanomathics is the tool which will enable you know the perfect balance point to ‘Stand In and Stand Out’ – how to be easily identifiable as a beer, yet memorable and different compared to the competition. It’s based on science and it will nail the balance point, allowing you to engineer communication precisely vs ‘shape it’, ‘sculpt it’ or ‘create it’.
What does this mean for you? Take a look at www.wefeelfine.org – it’s a dynamic system which captures the mood of the internet by taking all the tweets, blog entries, web entries on the internet which carry emotive words, this means you can literally see the mood of the internet by any city or geography in the world.
Now imagine you could do the same thing for your brand or your category? Imagine if you knew, for example, what people in Washington or London felt about the banking category as a whole and how your brand compared to this? Imagine if this was expressed as dynamic tag clouds, representative videos and live dynamic streaming videos as well as smells and moods associated with your brand.
This would mean you could literally ‘tap into brand consciousness’ for your brand because you really would understand what resonates.
Well you can, that’s what meanomathics delivers, the key question is why would you do this?
“80% OF CEOS SIMPLY DON’T TRUST MARKETERS”
Marketing deserves to be the crown jewel of a business, not something which CEOs regard with at best suspicion and, at worst derision.
We now live in a world of digital marketing, where innovations such as ‘pay per click’ should allow for transparent ROI-driven marketing. The problem with the ‘old-style advertising’ could be summed up by this famous comment from a Chief Marketing Officer ‘CMO’ in the 1950’s, it’s still true today.
“Half of my advertising dollars are wasted, I just don’t know which ones”
New-style digital advertising is starting to suffer from the same problem; e.g. spending on ‘Facebook likes’ is viewed as a requirement but is hard to link to ROI.
The net result is that the majority of CEOs no longer trust marketing, because it is costing them money and their job is to to make money! Research by McKinsey demonstrates that global revenues are rising but marketing costs are rising even faster - in other words, marketing is becoming less efficient.
Meanomathics therefore offers predictability by taking the ‘soft’ areas of marketing – psychology, semiotics, symbolism..etc - and breaking them down into quantifiable ‘hard units’. These units can then be applied in various combinations, depending upon the customer and the market place, to achieve the optimal Return on Investment (ROI).
In practical terms, Meanomathics enables you to understand which advertising codes are ‘sacred’ (‘residual/dominant units’) for your category and which are ‘new and relevant’ (‘emergent units'). However, too many ‘sacred’ codes, and your brand will be perceived as stale and boring, too many ‘new and relevant’ codes, and your marketing will appear weird and unrecognisable. The skill is in balancing these codes to achieve ‘Stand In, Stand Out’ advertising.
Meanomathics guarantees you a rise in ROI of between 10-50% over your current communication. The forthcoming book – Breakthrough Communication ROI proves it.