In this episode we are making this route of communications even more clear & simple to understand with examples we are all familiar with. And they worked great although frequently we are not sure why. https://pentonica.net

In this episode we will cover the Peripheral Route of communications. It's interesting because we do not understand totally how it functions. But one is certain: subconscious favorability can easily drive your brand's rational superiority if played well. https://pentonica.net

Central Route can be effective - but you need to consider some traps along the way. Peripheral filtering, counter-argumentation, working memory deficits, overload - to name just a few. Ah, and yes, we will talk about sex as well. https://pentonica.net

In this episode we dive deep into the Central Route of communications. Characterized by high attention of consumers' perception, limited learning & memorizing capacity. Can be highly effective if you're alone in a category - or highly ineffective if your message can be counter-argued by our almighty brains. https://pentonica.net

In this episode we will learn more details about the two routes of communications - Central Route and Peripheral Route. Each can be powerful, but they both have their clear specificity and you want to use them alternatively - depending on your brand objective. High attention to your communication can be as much positive as negative. Low attention does not have to be bad at all. Let's jump right in! https://pentonica.net

Since we now understand how human's brain processes any communications - in this episode we will simplify the science and will make a pragmatic definition for two distinctive routes for your communication to work. We will start to depict a clear context and circumstances when each of the routes can be more effective for your brand. https://pentonica.net

In this episode we will see how people consume communications to understand how marketers can use these learnings. From perception tricks, through learning and memorizing capacity of our brains. All that is a starting point to shape your brand's message and its context to resonate with your consumers. With a clear goal to change how they think & behave.  https://pentonica.net

In this episode we are covering the topic of persuasiveness-based consumer research. As much as they are simple to use and can easily provide a strong argument in a CEO office when contracting your next year's marketing budget - they can be frequently misleading for you as a marketer. https://pentonica.net

Welcome to my Marketing Masterclass Podcast. My name is Michal Szaniecki, I'm founder of Pentonica Brand Consulting, managing director at Volkswagen Group and a passionate marketer with over 15 years of experience in diverse & frequently experimental fields of marketing. The first series of 13 episodes is dedicated to the pragmatic application of Psychology in Brand Communication. My goal is to share multi-category cross-geography experiences that clearly have proven to be working or not...