Interdisciplinary Learning in Marketing Communication. Chemistry and Religion in Business Marketing.
- BigTree Marketing Consultants
- Nov 28, 2020
- 2 min read
Updated: May 3, 2021
Marketing is a field where one can use learnings from Biology, Chemistry, Physics, Maths, Analytics, Politics, Religion, and Neuroscience.
Interdisciplinary learning, and applying those learnings, plays an important role for every marketer to succeed.
Among these disciplines, we will be talking about religion and chemistry and will try to connect it to marketing principles.
There is a strong correlation between a Company and a Religion.
🔸Both have founder(s)/messenger(s)
🔸Both start small
🔸Gradually both build a community of followers
🔸Both have subgroups: (Company-Brands || Religion-Deities)
🔸Both have rituals- overtime these rituals become a tradition
🔸Both provide something: either tangible or intangible (products or services || peace of mind, assurance, support, strength, motivation, etc)
🔸Both fulfill needs-wants-desires of a human (directly or indirectly)
🔸Both believe in offerings (Give & Take)
🔸Both bring their followers around a festival
🔸Both bring people close- to be a part of a community- to share, exchange, and gain offerings
*Rituals are either pre-formed or formed by the followers/believers
Just as any religion thrives on rituals & traditions, a successful brand that enjoys strong brand equity thrives on Brand rituals & traditions.
These rituals provide nostalgia & familiarity, and a sense of connectivity & belonging.
Rituals help to engage the followers and build cohesion with the brand or the religion.
Some Examples:
Orea ----- Twist - Lick - Dunk
Corona ----- Lime
KitKat ----- Break
Beer pouring ritual
In order to create a successful brand ritual, one must:
Modify or take advantage of existing behavior.
Tell a story to elicit emotional connections.
Physically involve the customer through action, smell, movement, etc.
Personalize the experience.
Keep it simple & easy to replicate.
Be natural - it shouldn't be forced.
Do you know that a Biology Professor can become a Good Marketer?😯
Or
Why would a marketer know about hormones of the human body? 🤷🏻♂️
A few days back I had shared an article that talked about how marketers use different human emotions to convey the message in the market.
It explained 11 different emotions of humans and how marketers exploit these emotions to try to change the behavior of the customer.
Moving further, Marketers not only use human emotions but also the chemistry of the human body to alter buying behavior.
Below are some of the hormones in the human body marketers play with.
1. Adrenaline (High Energy) - Thums Up, GoPro
2. Testosterone, Estrogen (Sexual Hormone) - Durex, Manforce, Tinder
3. Dopamine, Serotonin (Feel Good) - Maaza, Paytm's cashback, Google Pay's rewards, ASMR videos
4. Cortisol, Endorphins (Stress Relieving) - Navratna Tel, Calm App, Headspace App
5. Oxytocin (Love Hormone) - Cadbury Kiss me ads
Brands design their communication and engage customers so that their brain releases these hormones that in turn connect their thoughts and the brand message.
What do you think? Let us know in the comments.
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