Mediaboss Marketing

ST. LOUIS--(BUSINESS WIRE)--

The Maritz Institutes Executive Director Mary Beth McEuen has published an article in the award-winning management magazine strategy+business. The article The Social Life of Brands: A marketing strategy informed by neuroscience can help build better consumer relationships and make better use of social media is co-written by McEuen, Neuroscientist Emily Falk, an assistant professor of Communication Studies and Psychology at the University of Michigan, and Matthew Egol, a partner at leading global management consulting firm Booz & Company.

In their article, the three authors collaborate to provide marketers with a science-based framework for creating enduring customer relationships within their marketing strategy. The authors also highlight several well-known brands, including Enterprise Rent-A-Car, Method, Kimberly-Clark, 3M and Embassy Suites, whose marketers have made positive social connections by tapping into and linking their customers values and interests to their brands.

Social value goes beyond functional value and even an emotional connection with a brand. It takes into consideration that every interaction in the context of the brand is part of the brand experience, remarks McEuen. The value of the brand is linked to the relationships it fosters the social connections between people who buy the product or service and identify with the higher ideals and values of the brand. In the world of social media, we have the opportunity to engage consumers around the brand in new and exciting ways.

While marketers are attuned to the power of social communities, the authors delve into the science behind thoughts and actions that drive consumers, as people, to develop deeper relationships with brands. By bringing together the latest in social psychology, neuroscience and other human sciences, the authors created the RULE, which stands for the four tenets that marketers should follow to build better customer relationships: reframe, understand, listen and engage.

Marketers have access to more tools than ever before to foster customer relationships and to develop deeper insights and impactful programs that activate customer behavior, advises Egol. Successful brands take a holistic approach, leveraging the power of digital and social media marketing to tap into customer motivation and deliver a better end-to-end customer experience.

To read the full article, and more about the science behind it and the RULE framework, visit: http://www.themaritzinstitute.com/sbarticle.

About The Maritz Institute

The Maritz Institute is a network of thought leaders advancing the human sciences in business. Through a deeper understanding of people, Maritz solutions help companies achieve strategic goals by engaging stakeholders in ways most meaningful to them. Simply stated, our mission is to help create better business and better lives.

For more information, visit: http://www.themaritzinstitute.com.

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The Maritz Institute Publishes Social Marketing Article in strategy+business