The New Marketing Message: Seven Insights to Shape Your Strategic Marketing

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Recent research breakthroughs have produced a flood of new findings on the ways that consumers make decisions. These unexpected insights offer you new strategies to change what consumers think, do and believe about brands. In this webinar, you will learn:

  • How one of the world's fastest growing companies,, combines stridently emotional messages with cogent rational arguments effectively, aligning their communication to the brain's iterative decision-making process. The webinar will offer a new perspective on the right way to blend emotional and rational appeals.
  • How the American Legacy Foundation's The Truth campaign reduced smoking among young people by appealing to consumers' inequity aversion: the brain hates unfairness more than it loves fairness. Based on this insight, the webinar will suggest a new way to build marketing messages that will inspire your consumers to care about your brands more deeply than ever.
  • How Hollywood screenwriters have taught Hollywood marketers to use the "all is lost" moment to build messages that hook the brain, capturing consumers' imagination to drive interest, action and passion. The webinar will reveal how marketers outside of Hollywood are beginning to apply this powerful technique.
  • Four more tips on how marketers from a range of industries and countries have applied advances in neuroscience to communicate to consumers with lasting impact.

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Start: Wednesday, January 12, 2011 at 1:00pm

End: Wednesday, January 12, 2011 at 2:00pm



Jake Breeden

Jake Breeden creates customized marketing education programs for clients such as Microsoft, IBM, HP, Shell, Deloitte and Bloomberg. His programs combine a mix of academic rigor with results-oriented pragmatism. Jake works with teams of marketers around the world - 25 countries so far - to apply state-of-the-art research and plain-old common sense to create and drive winning marketing plans.

Jake teaches on the faculty of Duke Corporate Education, which has been ranked as the world's number one provider of customized executive education for eight straight years by Financial Times and BusinessWeek. He did his MBA at Duke University, MS in Communications at Boston University and BA in English Literature at the University of South Carolina. More information is available at his website: