Abstract:

How 3 did it: If brands come readily to mind Then profit won’t be far behind All round the world, the rule’s the same Your only objective–AIM FOR FAME When your brand needs that fame ignition You can’t rely upon cognition Replace your message with pure emotion And really KICK up a commotion! You want to test A BIG IDEA? You’re on a wild goose chase, I fear 5-Star ads that cause commotion Need more than a conceptual notion Market share redistribution Is all about your execution 2 systems, say Amos and Dan Explain the decisions of man The slow system skives While the FAST system drives So we don’t act according to plan The behavioural sciences reveal What standard research will conceal So what must be done? EMBRACE SYSTEM 1 Just measure how people feel