Mark is CSO at Taxi, an agency based in Canada with offices in Montreal, Toronto and New York. Mark oversees the strategy group throughout all of those offices. In this interview he’ll be challenging the current model planning.
- In the last 10 years a number of things have happened. Yet we are still using many outdated marketing concepts.
- One example: AIDA. It’s the conceptual basis of the customer journey. It is common sense that you need to be aware of something before you buy it. As planners, Mark argues, we should challenge those concepts more often – AIDA is not how buying happens today anymore.
- It’s not about neglecting existing theories. It’s about taking these conceptual frameworks on board whilst understanding the limits of them in today’s reality.
- Today, we have more choices than ever. There is a constant cognitive load surrounding us. The role brands play today is different. In our world brands are simply a way of reducing cognitive load.
- 95% of our decisions we make are made in our unconscious brains. Daniel Kahneman divides in ‘System 1 – unconscious, fast thinking’ and ‘System 2 – conscious, slow thinking’. Nevertheless, most marketers believe, people make choices based on system 2. It’s time for a new way of looking at things. We need to see brands as a way of making unconscious connections with people and removing the cognitive load in our lives.
“95% of our decisions we make are made in our unconscious brains.”
“We need to see brands as a way of making unconscious connections with people and removing the cognitive load in our lives.”