|
Marketing somatics relates to the use of somatic metaphors as a basis for developing brand identity, creative advertising, pack design, points of sale, websites and a variety of other marketing activities.
 Marketing somatics aims to connect with the consumer at a deep emotional level through somatic metaphors. Somatic metaphors relate to all the senses though especially relate to movement and spatial orientation. They are integral to the effective practice of marketing somatics as they are linked very closely to the emotional states which drive behaviour as well as those self defining states that are integral to our identity.
Somatic metaphors connect people with their emotions because emotions are experienced as bodily sensations and are mostly very inadequately represented in other ways. Relevant references appear at the end of this section.
Early in 2006, INSIDE STORY Knowledge Management started researching the new area of marketing somatics, seeking to identify codes that can be used to 'talk' to consumers at a deeply emotional level.
These codes are now being used as a basis for designing packs, websites, brands, ads and other activities.
Embodied emotions - some references:
Conlan, Roberta., 1999. States of mind: new discoveries about how our brains make us who we are. New York: John Wiley and Sons, Inc.
Damasio, Antonio., 1999. The feeling of what happens: body and emotion in the making of consciousness. New York: Harcourt.
Greenfield, Susan A., 1995. Journey to the centers of the mind: toward a science of consciousness. New York: W.H. Freeman and Company.
Lakoff, George; Johnson, Mark., 1980. Metaphors we live by. The University of Chicago Press.
Kosslyn, Stephen M.; Koenig, Olivier., 1992. Wet mind: the new cognitive neuroscience. New York: The Free Press: a division of Macmillan, Inc.
Nuland, Sherwin B., 1997. The wisdom of the body. New York: Alfred A. Knopf.
Osherson, Daniel., Ed., 1994. Visual cognition and action: an invitation to cognitive science. Cambridge, MA: The MIT press.
Osherson, Daniel., Ed., 1990. Thinking: an invitation to cognitive science. Cambridge, MA: The MIT press.
Pinker, Steven., 1997. How the mind works. New York: W.W. Norton and company.
Smith, Anthony., 1984. The mind. New York: The Viking Press. |
