Our Approach

Global Marketers today require a complex mix of intelligence to ensure their brands stand out from an ever crowding market. These are Rational Intelligence, Effective Intelligence, and last but not least, Cultural Intelligence. Alexander Dunlop offers a unique combination of bespoke marketing tools to assist marketers with Affective and Cultural Intelligence.

IQ Rational

Cognitive, Conceptual, Numerical Intelligence

Understanding what people do

This is the ability to understand what people do using cognitive, conceptual or numeric competence.

AQ Affective

Knowing how to move people
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Understanding what people feel

This is the ability to understand what people feel and what affects people at a deep level.

CQ Cultural

Knowing what works in different cultures around the world

Understanding the global and the local

This is the ability to understand why people are the way they are -complex relationship between the Local and the Global knowing what things work and why in different cultures around the world.

The Theory Behind The Approach

Marketing is persuasion

But there are two types:

Blue Rhetoric
Assemble and present compelling facts

Blue is the one we are educated in, we use in school and university in politics law and business

Red Rhetoric

Move people emotionally to where they want to be

Education doesn’t often focus on this in any formal way, but it is very powerful.

Neuroscience finding

Two systems of mental processing information:

System 2 explicity
Cognitive, slow, thought controlled, effortless

“You can’t change feelings with facts”

System 1 implicity
Fast, effortless, subconscious, associative

“People feel before they think”

Relevance to brand building

Focuses on need state

Pinpoint the rational needs of the consumer

Focuses on dream state