Last week I was able to attend a presentation on Belief Dynamics from a man by the name of Jack Bruemmer, the Executive Vice President of D’Arcy (1959-1995), one of the most famous STL ad firms from the Golden era that now makes up a good portion of Leo Burnett.

In the presentation, he discussed the following:

“Strategy, what we do before we create ads, is more important, interesting, and is worthy of more attention than we've been giving it.”

As for belief dynamics, it can kinda be labeled as the following: a clear, useful philosophy of how advertising works and a discipline to make it happen.

Belief Dynamics provides a better way to understand the consumer.  It helps to avoid false starts and wasted creative efforts.  It helps to create advertising that influences consumer behavior.  At the heart of belief dynamics?  The fact that great advertising is always built on customer insight.  Always.  And that insight can always be manipulated.  Always.

It’s important to identify what you are selling and what the consumer wants to get from your product.  For instance, Kodak originally thought they were selling cameras.  Then they decided, they were actually selling film.  Sure the camera is the first step, but the film is how they maintain the relationship.  Years later they truly identified what they were selling.   They were selling memories.

Looking at other big brands from the golden era further expands on this idea.  For example, Michelin became a huge tire brand back in the day.  They didn’t get huge by selling tires (technically) they got huge by selling safety for one’s family and one’s children.  Crest did the same thing with their “Look mom, no cavities” campaign that didn’t sell toothpaste, it sold the key to being a good mother.

In the scenarios above, we can look at it like this: the IT is the actual product a brand is selling.   So in the Michelin example, the IT is expensive tires.  The ME is what the consumer is buying (in theory) so, in this case, the consumer is buying something that qualifies them as a safe driver and a good parent.  The THEM is all of the other influences that affect the decision making process, so in this case, the idea that this brand of tires is the only safe option for my family, my friends, and those that depend on me.

All behavior is based on beliefs.  Beliefs “program” behavior.  To change behavior, you must change certain beliefs.  Advertising works to create, strengthen or alter beliefs to make people behave the way advertisers want them to.

IT beliefs engage the mind.  ME and THEM beliefs engage the heart and soul.  IT beliefs help you understand.  ME and THEM beliefs make you care.

Whatever your beliefs, one things for sure.  Strategy is more important than ever.  What we're selling isn't always what it seems.  And changing beliefs is always a necessary step to change a behavior. 

Sorry this is cryptic, it's a tough idea to wrap your head around.  I wish I had the presentation because it was definitely worth posting.  The folks at D'Arcy were on to something.  I wish I woulda been around sooner to understand just what it was.