In this episode, Felix Cao, founder of Happy Buying Brain, shares brand value examples and how brand values can be used to drive business growth.
Some topics we discussed include:
- How to best define neuro-marketing
- How brands should approach the idea of being an emotional state reliever
- How to go about defining your brand values
- Why businesses need to invest in defining their brand values
- How to approach defining brand values for companies that have evolved with brand value examples
- How to make your brand memorable with brand value examples
- How non-sexy brands can make themselves memorable with neuro-science principles
- How to best piggyback on social trends to drive business growth
- How to ensure your website passes the grunt test
- and much more….
Vinay Koshy 0:00
Our guest is Felix Cao. Did I get your name correct?
Felix Cao 0:04
Yeah, you got it perfect.
Vinay Koshy 0:06
Felix Cao is the founder of having happy buying brain, a company that specializes in using neuroscience to transform business strategies that drives sales and growth. Would that be a fair summary of your business?
Felix Cao 0:25
Yep, you wrapped it up in that one sentence there. So is this a great way to applied neuroscience to sales and marketing strategies to help companies effectively solve their business challenges a lot more efficiently?
Vinay Koshy 0:38
Excellent. And in thinking about this, I couldn't help but think it also is reflective of a brand's values and and in thinking along those lines, I couldn't help but think of an ad that used to run here in Australia some time ago, it was for Sealy posturepedic posturepedic. mattresses. Okay, I think you have them in Canada as well. And in this particular ad, it featured two beds with mattresses. One of them, obviously was a silly mattress and the other, more generic, competitive. And it featured a little kid, a boy dressed in his pajamas, bouncing on the generic mattress, treating it like a trampoline. Yeah. And when he bounced onto the other mattress, the ceiling mattress, he fell into the horizontal position and was fast asleep. At the time, I couldn't help but think it was a little bit silly. But on reflection. While it's simple, it seems to get the message across because I remember speaking to people who are working behind the scenes at Seeley, and they attributed a significant bump in sales to that particular ad. And my takeaway in hindsight, was that that a branch really positioned itself as an emotional state reliever, would that be a fair takeaway and guess just the word company? Or what company should be striving for?
Felix Cao 2:12
Yeah, I think that's 100% on I know, in align with what you just mentioned, and using the whole CLE scenario there. So when we look at a brand, a brand is really, really a verb, which is an emotional state. So as you mentioned, as an emotional state reliever. So it has the ability to you know, transition people from different states, which is very important today, for example, you know, to do everything that's happening around the world, that the pandemic for example, there's a lot of uncertainty and modern, let's say anxiety, and so forth. So brands could come in and position themselves to be that emotional reliever so that they that their customers could find stability, and almost a sense of safety in their product, then, you know, that's a huge, you know, success point for for brands to aim for.
Vinay Koshy 2:57
Hi, and welcome to the predictable b2b success podcast, overnight coaching. On this podcast, we interview people behind b2b brands who aren't necessarily famous, but do work in the trenches, and share their strategies and secrets as they progress along their journey of expanding their influence, and making their businesses grow predictably. Now, let's dive into the podcast.
And Felix, you have a background in biological sciences and psychology. I had a bit of a entrepreneurial streak, if I'm not mistaken. So given given your history today, what would you say is your personal area of strength,
Felix Cao 3:38
I would mostly say building relationships and communication, I think those are in any area of life is absolutely critical skills. So you know, whether it was in the biological sciences or psychology, for example, I mean, those are obviously the post secondary more than University days. But they involve a lot of communicating, let's say with your fellow students, last last socializing, kind of figuring out who you are, as well as a person, and for identity reasons. And of course, when you know, somebody ventures into the entrepreneurial world, then you know, it's all about building your strong solid connections and seeing how you can help the other person achieve their goals. Right. So and the best way to do that is to be able to, you know, take the time to cultivate that relationship. And communication is absolutely key in order to achieve that particular goal.
Vinay Koshy 4:29
And in that area of strength, what would you say is something that businesses don't know, but should?
Felix Cao 4:36
You know, I think it's something that is a very evolving one example. For example, when we look at the communication today, a lot of people working for example, remotely, and maybe that was not a part of their everyday routine. So this like how you nine, you know, like everybody around the world nowadays is communicating through digital means, and that's something that's very not prominent in our life so you know so it is being able to be adaptive in that sense where when there's changing times that we know we have to take whatever is relevant and you know apply to the current situation
Vinay Koshy 5:12
So Felix when you started happy buying brain what was the issue or the problem that you were trying to solve?
Felix Cao 5:21
Sure, so what we noticed was obviously so i come from the tech background and i was noticing that we are on the verge of another technical logical revolution a similar to you know there was the internet and then early 2000 10s there was the mobile and now we're moving more into kind of like the virtual reality artificial intelligence type of realm now and you know a lot of the the core of those innovations stems from neuroscience for example so when i looked at for example the business world and the marketing world is you know i thought that that's our philosophy was to apply that neurosciences to the business world in order to help companies and brands really connect even on a much more deeper level with their customers and clients so that was the main goal so that's how they're able to build much more loyal customer base by being able to deliver their brand or their core brand messaging in a way that now that resonates not on a logical level but also on an emotional level as well so we want to make sure that it's almost like a full brain type of experience
Vinay Koshy 6:28
i think it might help if i were to ask you how would you define neuro-marketing to certain you've met for the first time
Felix Cao 6:37
Absolutely so really when we look at neuro marketing it's really you're just applying the neuroscience of principles of neuroscience to in this case it would be the solving of you know sales or be applying it to actually sales and marketing strategies so that it would help other companies know solve their business challenge challenges much more effectively and a huge part of that is understanding what we call when we look at the brain is really if we're to make it very simple as everybody's familiar with the cortex which is like the more rational logical think of the part of the brain but also there's the part of the brainstem and midbrain which makes up what we call the primal brain and that's where a lot of your emotions and know a lot of these influences that come into decision making that people don't really technically think about but it's such a huge driver in terms of mean our behavior
Vinay Koshy 7:27
Certainly, you know in thinking about this particular episode i have to say i didn't quite equate emotions and values together.
Felix Cao 7:39
Vinay Koshy 7:39
The more i thought about it they are fairly closely interrelated.So I am curious as to how you'd recommend brands with this idea of being an emotional state reliever define or go about defining their brand values?
Felix Cao 7:55
Right and so
like how we mentioned before so as with if you look at the pandemic and everything that's happening a lot of people are in a really hyper sensitive state right now right so due to all that uncertainty anxiety there's a lot of fear that's happening so as a brand now to recognize first of all what's the current state emotionally for their customers for example that is to recognize that okay like they're obviously in a higher state of say anxiety for example so now if a company was to come in and really want to connect with somebody in that particular state they would not have to create brand messaging that has to deliver you know the notion that when they are in possession of their brand for example this is how it's going to change their lifestyle out of that state of anxiety and then to more of one that where they feel much more safe and confident and certainty in their life
Vinay Koshy 8:48
So in thinking of brand values and the best way to try and create something that could be easily understood then meaningful to the brand itself as well as to its customers but if i'm hearing you correctly it needs to be memorable right and actionable it needs to allow for a sense of differentiation from others in the market yet the meaningful both to the brand and obviously to its customers right in quite clearly defined terms without being time limited?
Felix Cao 9:24
like in terms of time limited is it yeah like more relevant to what's happening in today's time right is that what you're referring to?
Vinay Koshy 9:30
that plus the fact that this is something that could be used on an ongoing basis as opposed to having a short term and being a short term solution
Felix Cao 9:39
Okay so yeah that that totally plays into the factor as well the way that i personally see it is you kind of have like the universal brand value of what the company stands for and then you know it's and then what they're able to do is they're able to mold their values into more current situations so they always have a fundamental of what they start For his this, that there are a lot more agile in terms of now, you know, creating the brand messaging so that it actually relates to the current emotional state that their customers are actually experience. And let's say today on a short term basis, so it's almost like looking at the brand, as though it has a long term identity, which is the fundamentals that's built on its mission and so forth. And then being able to convey that in a way, where on the short term, it's able to connect with its customers in much more relevant terms.
Vinay Koshy 10:31
Can you give us an example?
Felix Cao 10:33
Well, for example, let's say, Nike, for example, theirs is the logo of just do it, for example, right? So So it's almost like their sense, though, is the whole model of being able to really applies to athletes, for example, and they want to make sure that regardless of what area of your life in whether you're a beginner or whether you're let's say you're a euro professional, for example, is the US can participate in some sort of physical activity. And then today, how that translate is really overcoming challenges in general. So not only can it be applied to this overcoming, let's say, sporting and physical challenges, but it's the whole mentality that the just do, it could be also overcoming something that's beyond, you know, the arena of the, let's say, for sports and fitness, for example.
Vinay Koshy 11:23
And that certainly makes a lot of sense, given how often we use that soundbite to just do it everyday conversation as well as so yeah, yeah, exactly, certainly makes a lot of sense with with brand values, do you find this as something that companies take the time to invest in?
Felix Cao 11:42
I think it's, I think that is something that whether the company investors or not, then it's something that should be invested in, because it's really what the company and the brand stands for so and that proliferates, appears in any aspect of their communication with their audience, and customer base. So it's important to get almost the source of the you know, the, the message and everything just kind of branches out from that. So so there's imagine building a house where you know, you have the foundation and the foundation needs to be laid out. And everything else that builds on top of it usually falls nicely in this place. But if you have a rocky, or maybe an unclear Foundation, or let's say you're proud and values are, I mean, are not as clear, then the you know, everything that shows up in your marketing, materials, advertising and so forth, becomes greatly affected by it.
Vinay Koshy 12:32
So for a company that's evolved, and, you know, been doing have been in business for a while, and never really taking the time to spell out their values. Right? How, how would you recommend that they go about doing that?
Felix Cao 12:46
Sure. So it always starts with the customer, right? Or the consumer, the client. So is, is having an eye, a clear understanding of, you know, the company's ideal customer avatar, understanding, you know, what their wants are, what the needs are, I mean, I'm truly what pain point that they're really solving for their customers, and then really crafting their brand, based on understanding, first of all, what are the challenges that they're facing in terms of the consumer? And then how does the brand position themselves as the solution to solve those pain points and become like, as you mentioned, emotional, you know, emotional state pain reliever, so to speak. Okay.
Vinay Koshy 13:24
Would you say that they probably need to start with a little bit of introspection in terms of discovering what really matters to them. First, before looking at customers,
Felix Cao 13:35
Yeah, for sure. I think that makes sense to have a clearer understanding of one's identity, that's very important, because that will factor in to how they feel that they could deliver the best solution possible to their customers. So taking the time to obviously understand, you know, what the company stands for, or at least or wants to stand for, will certainly be a contributing factor in terms of being able to, you know, deliver their message clearly to their audience, as they want to create a very strong and memorable brand that other consumers will continue to come back to them for. So
Vinay Koshy 14:09
That would be the origin point for content and other activities that would allow them to stay on how should I put this on point in terms of their overall brand values? Would that be correct?
Felix Cao 14:26
Exactly I would be in agreement with you with that is this having a clear identity of one's of one's identity, right? So once a person knows what they stand for, represents, it's easy for them now to you know, be able to understand someone else's point of view as well. So you know, everybody, the old saying is, you know, take the time to invest in yourself and, and then from there on, you know, your understanding of the world and the people around you becomes a lot more magnified and clearer as well. But when things are kind of fuzzy and confused, then it's hard to make sense of the investment. meant, then, you know everything that's more external.
Vinay Koshy 15:03
So could you talk us through perhaps a couple of examples in the b2b space of companies that have rather well defined brand values and are convey that through their content?
Felix Cao 15:18
Right. So what I'll do is I'll look at industries. So once again, if we look at more like the beauty industry, and like kind of like the health industry, a lot of them when they touch on it, it's, you know, kind of like universal truths, if you want to call her cultural truth really focus on you know, the importance of having meaningful relationships in one's life, whether that's friendship, or let's say, a romantic one. Another one is, if you look at luxury brands, what they do is they're really, they really emphasize camino, one of the primitive instincts that really make somebody really significant is, you know, a longing for some sort of status, right or recognition. So by let's say, owning that really high end sports car, for example, that really kind of solidifies somebody to have that type of status, which the neuroscience behind that is usually with increased status comes increased opportunity, which increases someone's chances of survival, whether that means to secure more resources, or let's say, or meeting opportunities. So those are some examples in terms of industries in terms of the playbook of how they would see, you know, crafting their brands, so that they get hit on those what they call primitive instincts, to to help you know, their customers and become a better version of themselves. So the and is there a particular company that stands out in that particular space? I think all of them like that, if you look at all the top companies, like let's say, for luxury, they, they all do phenomenally well, it's as a matter of the creativity of how they want to go about portraying their their brand, right, but the fundamentals and the underlying core messages is the same in terms of the elite status that they want to departure from that or maybe the authority or the independence of, you know, of when someone owns their brand, that they're able to, to replicate that in their life, you know, jerseys, for example, sports jerseys are the same, follow the same thing, like, there's a difference between when somebody wears a generic jersey versus one that has a name, and the price is almost double or triple, right. But the material when you think about it, you know, it's not worth it, that five letters on on, on the back of a jersey, but increase the value by two to three times. But it's the whole or, or the association that when somebody wears that jersey, let's hit the top, let's say athlete in that particular sport, then they would you know, in an essence, acquire or inherit, or have some of that, you know, that talent and skill and success rub off on in their life as well. So, you know, those are kind of examples how those little changes can make a big difference in terms of how people perceive the value of a brand, for example,
Vinay Koshy 17:53
I'm curious, though, how would say, a company that manufactured heavy machinery be able to use these principles to really engage their customers? Because it's not quite as sexy as a luxury brand, or a beauty brand, but still a critical part of our economy? So how would you recommend ..
Felix Cao 18:14
I think a lot of it is, as you mentioned, is not as flamboyant, right? But you know, one of the things that the brain is designed for wants information fast, right? So that's going to be key and reliable, and then wants to know that safe as well. So being able to package know what you offer the service or product in a way that actually explains that is going to be absolutely key in terms of connecting with, let's say the other particular business right now, more of it has to do with the communication. So before, you know, people used to build to, let's say, meet in a large room for, let's say, a conference meeting, and that's how a lot of interaction would happen between different business owners. And let's say you had a business owner that was interested in purchasing, you know, large machinery, and they could talk face to face here. Now, the thing is, how are they going to meet online? So you have to find out how they're going to get online? And secondly, you know, how does that communication process look like? So a lot of people who are used to communicating in person, for example, now have to the ones who are successful have to do a much better job connecting with their, you know, b2b partners, like online. So being able to be accessible through let's say, zoom, or some sort of video call, for example, that's something that's going to build into the entire brand itself. So it's not just looking at the product or service anymore is looking at Well, how do people get connected? And how do they communicate in today's world simply because of all the the changes? So all that plays into you know, whether another business that sells it's a large machinery actually, you know, has another purchaser that comes on board, you know, become a partner with them.
Vinay Koshy 19:52
When you say another purchaser comes on board, are you referring to partnerships or
Felix Cao 19:57
it could be a partnership or let's say a b2b sale. right so that person is looking to do some sort of business transaction with that company so let's say that that other company is looking for the large machinery and they're the ones that are actually making the purchase
Vinay Koshy 20:13
okay right yeah no worries and how would you say that these brands reevaluate where they stand given recent social trends or do they do they need to revamp and revisit these things or given that their identities hopefully fairly timeless isn't just a way of producing content that is reflective of the current times
Felix Cao 20:40
I think it's well when we look at it as they need to for sure be able to create messaging or content in general that really resonates with today's consumer so if they're not able to do that what's gonna happen is they become irrelevant right so even though they may be around for you know for let's say years and years and years some companies have been around for hundreds of years but the moment they become disconnected with the current events for example one of it is let's say the whole social injustice movement music brands that now come and actually acknowledge and support it or more likely to get the attention that you know their competitors are not getting and because of that they become that particular brand becomes much more top of mind which could really you know affect or increase the chance of success and growth for that company that understands now that they have to align their core values after re evaluating it based on what the current situations are happening around the world so brands that ignore that generally will have a much more tougher time to communicate effectively with you know their consumers and on that on that particular level
Vinay Koshy 21:51
so what does that look like i mean for a consumer type brand say Nike for example i can understand that they might divert funds or support a particular organization right that deals with social justice what does that look like for a b2b brand
Felix Cao 22:08
i mean talking about a heavy machinery companies say something like general electric or shipping container right the firm for them they're not so much in the media or tend not to have a very large followings how do they still connect well there's always industry type of publications right that people rather they have a following of nothing or huge following that they still go to as the go to source to find out what's happening in their industry so you know so companies that even though they're not able to be kind of all over the media for example they could still do you know partnerships or maybe good deeds that are relevant to what's happening society and still show up in areas where there let's say b2b customers still look for in terms of learning knowledge and information so that's one way to certainly get across that you know the company or the particular business stands for more than just providing exceptional service but they also are very socially conscious as well
Vinay Koshy 23:12
okay is there an a client that you've worked with that has been able to piggyback on social trends in order to engage their customers that you can no absolutely
Felix Cao 23:24
Yeah so we so i work with a company that is more in the fashion industry and right now with everything that's going on i think fashion is one of the things that helps people almost define themselves but also gives them the ability to express themselves and i think with everything that's going around right now people are looking for more unity more cohesiveness within you know all the it seems like the division and divisiveness that is happening globally so one way to bring together the people is always to have some sort of a you know like some sort of fashion item for example that represents a unity or some something of that nature where people come together and it becomes symbolic and iconic you know one of the core values that are important in today's particular time
Vinay Koshy 24:11
Could you elaborate on the aspect of it's one thing to produce this particular fashion item unity how how how would we leverage it though or how did the brand leverage it to to better engage their customers
Felix Cao 24:27
Yeah absolutely so what they want to do is you know you always want to work with people that are aligned with your values as well and if they're able to have let's say some sort of audience that they can reach out to then you know those types of partnerships are quite successful so that's how you know they're able to take their icon of unity for example and then still and spread their message to you know instead of one to one now it's a matter of one too many right so that's something now that they're associated with
Vinay Koshy 24:56
Okay so if i understand this correctly you were saying that the brand sought out influencers in the social justice space perhaps reached out to them to establish a form of partnership right wherein they were advocating this particular item as being symbolic of their movement or cause that they were supporting in order to reach new a wider audience
Felix Cao 25:21
Vinay Koshy 25:24
Yep certanily. So correct me if i'm wrong but it would seem to me that this is a bit of a mixture of of psychology plus influencer marketing and perhaps a good measure of pr thrown in the mix
Felix Cao 25:40
When we look at it that's what marketing really as if we're looking to really deliver message you know it's really out there that that's how companies do it they look to get into the hands of people that have the big voice that could reach as many people and then obviously with pr and media they also have strong followings as well so when you look at any company that is looking to get any type of messaging whether it's a new they want to be tied to a particular cause for example or they you know anything that's newsworthy that they feel that they want the public to know then usually you know working with people that have audiences or you know leveraging pr are certainly two things that you know can make a big difference in terms of getting a message out right
Vinay Koshy 26:24
Okay would you say that the the the hub to which most channels are connected which is usually a website or a brand's website should define their brand value very clearly right up front
Felix Cao 26:41
So the website defines the brand value or which part as in...
Vinay Koshy 26:46
Let's say we're talking about the first time visitors to the website probably came in because of something they read or a social media post and wanted to find out a bit more in order to engage them assuming that they are the ideal future client should we really showcase our brand value straight up front in order to engage them
Felix Cao 27:09
I think that's a good place to start i think when you know somebody like a potential client or customer lands on a company's website they need to know what they're there for they need to understand it quickly and you know and it's up to the company to be able to guide meal the consumer or the potential customer through the process of of what they could be potentially looking for and why they landed there in the first place so you know being able to state the brand value upfront that's something that could be very powerful because it immediately lets the you know the customer know that this is what the company offers and this is how it's going to solve my problem and whether they and then from there on the consumer could decide what they want or what areas of the website that they want to explore based on what the brand values are
Vinay Koshy 27:58
Okay so i was i was reading Donald Miller's book i don't know if you have read that brand storytelling i think it's called. My memory isn't that great but essentially he talks about your website passing the grunt test right in other words within the first five seconds potential visitors and now what the business is about why they should buy and how they should re or sign up would that be a good summary for for a business looking to improve their online presence absolutely that website
Felix Cao 28:34
Yeah so within an hour you mentioned like within five seconds was you know when someone lands on a website for example everything above the fold is really prime real estate so it's initially what they see if they could process it within a short period of time and know now what the what the you know websites stand for what they offer and how to get there then you know it's really gonna make life a lot easier for the customer because one of the things as you know as everybody who's in business or in marketing for example understands that the moment the customer gets confused you know there's a million other options out there that they can explore
Vinay Koshy 29:08
So is there anything else that you would add even more of a neuroscience perspective
Felix Cao 29:13
I think you touched on all of it i think it's just a matter of now how do you go about and really create a put the creativity behind it to you know really catch their attention whether it's using certain images for example the positioning of certain words the font stuff like that colors but other than that you really really touched on it
Vinay Koshy 29:32
Okay so if we're looking at brand values what do businesses need to do on a regular basis in order to have their finger on the pulse of changing trends
Felix Cao 29:46
right so first ...
Vinay Koshy 29:48
and still be able to communicate or engage them effectively in light of their brand values
Felix Cao 29:56
That's a good question. So i think a lot of it has to do is once again several things that we Talk about is being introspective, understanding what they stand for. The second thing is understanding the consumer. And the third thing is understanding what's happening around in terms of the context of the situation. So once let's say brands able to re evaluate or evaluate, you know, those three components, and that's when they're able to fit together, you know, messaging and communication that now is comes in full circle, and works very synergy synergistically to, you know, communicate what it is that that the brand wants to communicate on an emotional level to their their consumers at that particular point in time.
Vinay Koshy 30:36
Are there particularly tools that you would advocate people use in order to not just understand what they're talking about, but also the sentiment behind it.
Felix Cao 30:46
While a lot of it will come in feedback of some sort, right, so we all know that those analytics, how people visit websites, and so forth. But now with social media, and everything, you know, anyone could contact, let's say, the company through, you know, one of the social media channels, and that will be kind of like kinda like a litmus test in terms of what's really going on and what people are thinking. So if a company is getting a lot of positive feedback, that's a good sign, or maybe there's a lot of, you know, recommendations for a particular change, then, you know, that's a signal for the brand to really pay attention to, and see if you know that change is something that fits into their core values as well, because, you know, that's one of the things that's very important is because there's changes that people are asking for doesn't mean that every every change is needs to be done, for example, because if it falls out of the kind of the norina of the core values, then the companies quickly lose their own identity right, during that time.
Vinay Koshy 31:41
So if I'm hearing you correctly, communication is really a key part of the whole process. And would I be right in saying that being able to respond quickly, and perhaps almost instantaneously, is key to the environment that we find ourselves in now where people are increasingly forced to do business online, or certainly communicate more online?
Felix Cao 32:07
Exactly. Like one of the things has always been instant gratification, it's even more so now that with no everybody's or a lot of people are expected to communicate digitally now. So there's the ability to send a message to somebody as opposed to earlier, maybe that person wouldn't meet face to face with that particular individual, certainly, you know, decreases or decreases the gap in terms of their expectation of communication. So you know, somebody who may be used to meet people, one on one, for example, or face to face, that's something that, you know, would happen during the day. But here the idea of sending someone a message, or going to a website, for example, and having a question, you know, that's something that they could maybe sudden send a quick message through email, or contact form, and other forms of communication in terms of a digital basis.
Vinay Koshy 32:59
So but brings to mind the idea of friction in terms of being able to communicate or allow a customer go from where they are to where they want to be.
Felix Cao 33:11
Vinay Koshy 33:12
And whether we like it or not, we, as business owners, we probably create friction more than we'd like to, but how can we be conscious of that and actively address it on an ongoing basis?
Felix Cao 33:26
I think the main thing is knowing First of all, that it's important that that's where people are now. So you know, as people are working more from home are spending a lot more time at home, for example, they're on their mobile phones or on their computers a lot more. So is this understanding that times have changed dramatically. And people right now, if they have any questions, for example, or they need assistance or customer support, then they need to be able to contact somebody quite speedily. And the way to really prepare that is obviously just anticipate that change and to make sure that you have the infrastructure, such as the teams and let's say, the software and all the technical, you know, the technical capabilities to really handle that, that support and that digitized, digitalized taxation of your business turn, you know, over especially, or the last 12 months or so. So that's really how one company can really look to make that transition is this to know that things are moving that direction. And, you know, in terms of digitizing a business, it's a lot of people say that we've really accelerated this curve by as many as you know, five years or more. So any company that decides that, you know, transforming their or increasing the digital presence is something but they don't want to invest it is always going to be left behind. And then from there on, you know, it's it's a matter of seeing it and monitoring it and seeing what the analytics are in terms of how often what particular channels being used the most to communicate with that particular product or company.
Vinay Koshy 34:58
Certainly, I think We've covered a fair bit around brand values, and is there anything else that you believe we should highlight because we haven't quite covered it or or given it in that, given its proper place. in the scheme of things,
Felix Cao 35:16
I think we touched on all the main things that would be relevant, I think with brand values. The The main thing is the communication and the way that brands need to communicate. Now since no, as we noticed, the brick and mortar industry has been heavily affected, a lot of businesses or retailers that had to that depended on their livelihood with the physical part of customers walking through the door has been impacted on a large scale. So you know, the transition to more of a digital presence, or online presence is something that's very, very prominent today. And obviously, helping those companies make that transition. And then being able to communicate what the would normally have been able to in person for when they were able to talk to a consumer inside their store. Now they have to be able to replicate, you know, that type of experience now just in an online world,
Vinay Koshy 36:08
Certainly, and Felix, if you were listening to this episode, what would you say is your top takeaway?
Felix Cao 36:15
The top take takeaway, once again, I would say, the understanding that we live in a digital world and it looks like we will continue to move in that direction. Is this happening a lot faster, and there's a lot of exciting things around the corner. And you know, it's an AI, everybody who is involved in it is, is going to see some some some massive changes that I think will do will transform the society in a very positive way.
Vinay Koshy 36:42
Brilliant. Felix, if listeners were curious and wanted to find out more or connect with you, where would you recommend they head to?
Felix Cao 36:51
Yeah, absolutely. So um, you know, a lot more active on LinkedIn. So you know, listeners could find me by just typing in Felix kale, and I'm more than happy to connect with people on there. The second place is to visit my website, happy buying brain calm. And I have a blog as well that where I post regularly and, you know, people are welcome to subscribe to the blog as well to learn what the most recent and the latest updates in the world of neuro marketing offers.
Vinay Koshy 37:17
Certainly. Thanks so much for doing this.
Felix Cao 37:21
Absolutely. Thank you, Vinay, for having me on your podcast. It was an absolute pleasure.
Vinay Koshy 37:25
No worries pleasure. If you enjoyed this episode of The predictable b2b success podcast, I would love your support, head on over to the Apple podcast app and give us a rating. And as always, you can catch every episode of The predictable b2b success podcast on Apple podcasts, Spotify, wherever you get your podcasts. Thanks for tuning in.
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Related links and resources
- Check out Happy Buying Brain
- Listen to my interview with Marko Pavicic – How to Boost Lead Generation on LinkedIn With Neuroscience
- Get more inspiration from Chris Goward – 11 Steps to Improve User Experience for Customers and Drive Growth
- Learn from Mark Edwards and Neil Cumming – Sustained Competitive Advantage: 9 Simple Elements to Deliver Long Term Business Growth
- Listen in to my interview with Kenda MacDonald – What is Automated Marketing And How to Use it to Powerfully Drive Growth
- Check out the article – What is Brand Value And How to Use it Drive Growth
Connect with Felix
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