How Can Neuromarketing Increase Customer Loyalty? It Provides Insight into the Buying Brain

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How Can Neuromarketing Increase Customer Loyalty? It Provides Insight into the Buying Brain with Felix Cao

What makes your consumers have loyalty? How does the consumer what to connect with you? How do you drive brand loyalty? We have to try to engage our messaging with the consumer with as many senses as possible. Neuromarketing helps us to answer all of these questions, connect with our consumer in a deeper more efficient manner.

About Felix

Felix has accrued over 15 years of business experience when it comes to sales & marketing.

He has been featured in major media outlets, such as the HuffPost, Adweek, and Authority Magazine, and has also appeared on a major Canadian morning radio show, to talk about neuromarketing and the 2019 Canadian election.

You can find him on numerous top podcasts where he shares neuromarketing insights on how businesses can grow and thrive during the pandemic and moving forward into 2021.

Today, at his neuromarketing company called Happy Buying Brain, he is combining his 15 years of business experience with his educational background in biological science and psychology, to help businesses truly understand what makes their customers’ brains tick when it comes to better achieving customer brand loyalty over their competitors, through the power of implementing neuromarketing into their own marketing campaigns.

Happy Buying Brain Website

Listen to more great episodes of The Business of Business Podcast here

Full Transcript Below 

How Can Neuromarketing Increase Customer Loyalty? It Provides Insight into the Buying Brain with Felix Cao


Hello, and welcome to another episode of the business of business podcast. I’m your host, Roy, of course we are the show that brings you a wide variety of guests that can speak to a bunch of diverse topics. Of course, we want to help businesses understand, maybe what they don’t know, but we also want to provide experts in different areas that can help them when they know they have an issue that they do need to solve in order to be successful. Today, we’re happy to have Felix Cao.

He had accrued over 15 years of business experience when it comes to sales and marketing, he has beach. He’s been featured in major media outlets, such as Huff post ad week and authority magazine. As appeared on a major Canadian morning radio show to talk about neuro marketing and the 2019 Canadian elections, you can find him on numerous top podcasts where he shares neuro marketing insights on how business can grow and thrive during the pandemic.


Moving forward into 2021 today, his new role marketing company called happy buying brain. He is combining his 15 years of business experience with his educational background in biology and psychology to truly help businesses understand what makes their customer’s brains tick and when it comes to better achieving customer brand loyalty over their competitors, through the power of implementing neuro-marketing into their own marketing campaigns. Felix, welcome to the show and thank you for taking time out of your day to be with us. It’s certainly a pleasure to have you here. I’ve been looking forward to talking to you for a while. This is going to be an interesting conversation.


Well, hi Roy, thank you for the really kind introduction that I definitely appreciate, being on your podcast. I think we’re going to have a really meaningful and good conversation that you’re listing as well. We’re certainly finding backfill, right? So.


I will tell you the one shortcoming as I just don’t know enough about the subject to probably ask intelligent questions. Let’s start at the very, let’s start at the beginning of the night. How did you find yourself here, taking your sales and marketing experience and combining it and coming up with the neural marketing?


Yeah, absolutely. I guess, so the best way to really kind of explain things is to, kind of walk, take a, take the audience through the walk of the journeys. Okay. Let’s say that if you and I were to have this conversation, 20 years ago, you would find, I’d be a student and in post-secondary in university, with a very, high interest when it comes to, biological science and psychology, by that time, the inspiration was more geared towards the health field. During that time it was more towards I’m actually get into optometry business was not in the picture at all. Okay.

So, that twist in terms of, the trajectory, quite unexpected, but, it was a welcome unexpected, outcome that came out of it. That, where a lot of the, kind of educational background came from was, having a strong interest in terms of the biological sciences and how the mind work.


What ended up happening, later on in my mid twenties is I came across, some friends that were more, attuned to the business world, and they introduced me to the soft employment side of things. And, that’s where I got the opportunity to work in, several industries such as the, finance investment insurance industries. That was the first, the very first, introduction in terms of transitioning into the world of business. It went from, a book kind of theory, world into the more, conversations and building relationships.

So that was a really fun part. I, I, I think it’s, this game, the opportunity to talk to people. So, spent a couple of years in that. Then, through met another group of friends and they were actually involved in technology. This is roughly the early 2000 tens. During that time, we spent nearly a decade, during that time in terms of the tech and mobile space, then what we noticed segwaying into the neuro marketing side of things was that, at the tail end of, our tenor in the tech space, we’re looking at all the different trends that were happening.


In the two thousands, it was, they always hit the internet they came about. 2000 tens is more of the mobile movement with iPhones androids. When were looking forward, we noticed that, but, we’re at the cusp of another technology revolution, which this time involves, artificial intelligence, machine learning and virtual reality. What we noticed that at the core of a lot of these innovations was actually neuroscience. What we looked at it was that, the concepts of neuroscience could be applied to, industries outside of technology. One of it was, business and marketing.

We looked at the overall landscape and we, in terms of the timing was a really good time because usually when you have kind of trends that become Poplar, any concepts that are associated with it also become familiarized and Poplar as well. So, that’s why we made the transition in terms of combining, let’s say my 15 years of being in business with educational background of, biological sciences and psychology. And then it was just a perfect marriage in terms of the timing, especially right now, as we look to transition to this new technical or a technology, revolution and the pandemic.

Obviously, kind of help speed this as, companies are looking for better ways to maximize the ROI or their budget when it comes to connecting and reaching the customer.


That’s how, the, our neuro marketing company happy buying brain came about. Okay.


Yeah, that’s an awesome story. I liked those that, he’s kinda started one path and ended up somewhere totally different and, it’s, I think it’s a great time to be in this, not only for the pandemic, but also, there’s so much information out there that all, we really need to be differentiators, not just the same message to you, because depending on what we’re selling, you feel about some that one way you may be very passionate about you need touch it and feel it and smell it. Me, I’m just like, eh, I don’t care if it’s blue, green, or red or whatever, I just need one, ?


Yeah. I think it’s just, as you mentioned, that there’s just so much information and, there’s pretty much a new way or a way to connect withe audience no matter how they find that connection, withe people or with brands, for example. Right. It gives them options in terms of how to build those relationships.


What about channeling, is this across the spectrum, as far as print, audio visual kind of, does it run the gamut or do y’all like kind of focus one type of delivery system?


Well, the thing is when it comes to the human brain, the body, right, they respond to multiple stimuli. Ideally we want to be able to understand the consumer and then you engage with them on as many senses as possible, because the more let’s say, if we touch something, yes, we have a tangible feel for it. If we combine that, let’s see what the smell and then the hearing, just so the experience becomes a lot more Apfel amplified. Yeah. The recall of let’s say a brand becomes, also becomes amplified as well. Okay.

Ideally the ideal situation is, if all of these different senses could be touched on, then that’s the best way to, engage or attract a customer for example, or people in general. Yeah. Right. Like for, even for communication, like there’s a difference between in terms of the level of intimacy versus receiving an email compared to meeting someone face-to-face correct.


Because there’s a lot more in terms of the senses that are engaged. Like right now we could hear each other’s voices. We could see each other, for example, there’s a lot of nonverbal cues that come into it. Whereas when we read, let’s say an email for somebody that might get lost in translation, for example, or it may not, be expressed in a way that, it would take a lot of mental effort to really picture what the person is really thinking, because the mind is, it doesn’t like to do a lot of work. Right? One of it’s, one of its, focal points is to, be energy efficient.

Only when it has to, kind of put themselves like someone has to themselves in another person’s shoes, then that’s when we started kind of utilizing that mental capacity. We can make it easier on people by already having it out there, then it makes their life a lot easier and it makes the experience a lot more memorable as well.




Yeah. No, I guess that’s one reason why, videos do so well in so many tests too, also because they touch so many senses, we can actually see them and, see here and probably that the V like you were saying, the visual clues versus the written word. I know that there’s been a lot of research, like when you post a blog article, for instance, it’s like they say, if you put the text up there, that’s awesome. If you put a picture on there, it’s even better because you’ll draw some people’s attention, but if you use video, that’s the very best that you can do.


Exactly. Like a hundred percent. Yeah, yeah. Words it’s something that your logical brain or your cortex, which is the really developed part has a really, it understands it has a really process it. It’s, that’s a part of the brain that takes the most energy, and it does a lot of the mental work. Right. Whereas you have a, the, an older part of the brain called the primal brain. That does knows what is like, it’s a really basic, for example. It sees a picture, it’s going to understand what there’s a picture of an elephant or like a spoon. Right.

That’s why there’s a difference in terms of, this, helping the viewer understand what it is that you’re looking to convey. Then, they say a picture there’s, I think 170,000 words in the English language. A picture would be essentially worth, not as a thousand words, but up to, I like the ability to convey up to 170,000, whereas the video, that’s infinite red, so that’s infinite.


So, yeah, that video is definitely where, the most engaging type of medium.


Yeah. That’s some good. So, what are some examples of companies that have, put y’alls, I don’t want to call it technology, but put y’alls, the neuro marketing, into play and that’s really helped them out.


Absolutely. There’s several ways to look at it. Right. In terms of neuro-marketing, how does it impact, campaigns, for example, marketing campaigns, one way is to attract attention and to increase the engagement no second ways to maximize ROI, third ways to get, a better understanding of, I, your ideal customer avatar, for example, and another very prominent way to use their marketing is how do you mitigate loss, for example, before rolling out a product. Right? So, let’s say in terms of, engagement and attention.

One of the ways to actually do that is what we call, the orientation response. So especially this is really prominent videos. All it is this shifting angles, every couple of sockets, right? And not what that does is it causes the brain to now have to pay attention to that new stem line because through evolution and over time, and this kind of, this explains like why, marketing works versus the traditional marketing, which, more talks about like the, how and the, what, whereas neuro marketing talks about the, why something works.


You have, when you implement, the principle, orientation response, which is pretty much a shift in, the angles that happen every few seconds on an evolutionary basis are our brains or the primal brain is actually designed to pick up new stimuli. The reason why it does that, it needs to, figure out is this new stimuli, does it add to my survival and reproductive success? So back in the day with our ancestors, for example, they used to walk around and when they spot, let’s say a plant on the ground, that caught their attention because, now their brains are the primal brain.

It goes into this mode where it wants to assess this safety, if it is, then it’s going to increase my chances of survival and also, or is it, is this a threat to me, if I eat poison Ivy, then obviously you’re not going to do too well.


Right. Exactly. Also goes in terms of the mating side. If you meet new people, for example, is this person, are they gonna, increases the chances of, let’s say, down the road, a suitable partner to pass your genes on, or, is, or is that person that you’ve met down the street, they’re holding something in their hand? Are they a potential threat? So the same way. Even today, the human brain is actually still governed by those same guidance systems. That’s why wouldn’t we have a shift in angle and it causes the brain to really reevaluate things from a different perspective each time.

That’s what keeps it engaged and keeps it fresh. It keeps that attention. Yeah. Some examples of that, it’s like the old spice commercial. You have a gentleman and he’s in his Washington, so it’s no big deal, right. Because, it’s, there’s a correlation in association with using, deodorant and being, just taking a nice shower, but then all of a sudden, like the background shifts to him being on the beach and then him being on the, on a farm.


So, so these kinds of like these pattern interruptions, those are one of the things that causes the problem of brain to have to reorientate itself and pay attention to that new stem line that’s coming in. And, that’s something that old spice found to be very effective in their videos to not only grab their attention, but to keep their attention as well. Another company is for example, Energizer. Everybody knows Energizer the battery and they’d build the, know the bunny.

The bunny has been around for like 30 years in the boots on the drum, Fred. He keeps on saying, it keeps going and excuse me, and going. The real creative part is how do you keep a concept like that still new, right. Because there’s only so many ways that a bunny can move and beat on a drum. Right. Have you been doing that close to three decades? Like, people are like, they’re going to get used to it.


Right. But, in a commercial, they did a few years ago, they’d say there’s something really creative. So that commercial is 15 minutes. It starts off with the bunny beating on his drum, but the bow, but then about halfway through, it shows us a brief pause for half a second. What ends up happening is the body turns back, looks through the camera at the viewer. What it says that, it keeps going and going longer with the power of carrots. There’s that pause, turn around and have a look and to say that, Hey, like not only does it keep on going longer, but it goes, it keeps on going along with carrots.

In fact, he’s actually, instead of holding like a drumstick that you would expect him to beating on the drum, he’s actually holding his, like carrot that he was using. So, that’s, that was something that was very innovative that, a lot of people, I don’t think expected when they’re watching that video and you remember those kind of those changes, right.


Especially when it breaks here, it’s novel and it breaks the patent regular pattern of thinking, because there’s studies that say that humans, they get up to, 12 to 60,000 thoughts a day, but about 95% of those are on repeat. That leaves us very little room for like new thoughts, new behaviors. Just the idea of like having that pattern interruption, that’s what allows, the like companies to kind of break through the noise because it breaks through that kind of repetitive thought, right.

By having those pattern interruptions. So those are examples. Also when you’re writing blogs, and you’ve probably heard about this as well as called hippocampal headlines. So, that is pretty much, you’re using something that’s, they call it the concept is novel and safe. The problem of brain is one of the main functions is, what it is actually the lower part of your brain.


It’s anything, but let’s just say just to keep it simple, anything but your logical brain. Okay. Right. So it holds like your emotions. It’s a, the thing that when you see something, even though you’re not able to clearly identify it, your heart starts racing until like, after, until like two seconds later, when you actually look at it and you figure out that it that’s just like a, a mannequin for example. Right. So that’s the part of the brain. That’s more subconscious. It deals with your physical body. It’s fast, automatic reflexive, and it deals more with the fight or flight response, right?

So that’s at the very base and that’s the reptilian brain. Sitting on top of that is your midbrain and that deals with more emotions and social situations. Together you have those, the reptilian brain and the midbrain that comprises of your primal brain and then sets up what sits on top of that is what everybody knows your more rational, logical part of the brain, right? You’re a cortex, for example.


So, so the understanding the primal brain, which is the foundation of neuro marketing, it’s so important to understand that part of the brain, because that part of the brain is where the subconscious mind lives, but it also influences up to 95% of our everyday behaviors. In the world of business, for example, for the business owner, that would influence what they’re doing on a daily basis to grow their business and a law that’s an automatic, right. On the other side is the consumer. Their buying behaviors are also highly influenced by their primal brain in which up to 95% of their purchasing decisions are done on the subconscious level.

That’s why understanding, like the emotions that come into it and also, things like status and things like that is a big, driver in terms of, getting insight in terms of, the decision making process when it comes to, let’s say, Brad and wants to connect with their audience, or even within a company, how do they make their company work for the employees a lot more happy and work a lot more efficiently as well.


So, that’s something that’s very important. But going back to the hippo capital had, headlines in the primal brain is that, one of the main, core functions of the primal brain is threat detection. Here, because of, we’re not running away from saber tooth tigers, but because we’re governed by a lot of those same guidance systems that catch our attention, we want to be able to identify stimuli that is safe. But yet we’re always on the lookout for stimuli that’s novel as well, like that new fruit on the tree that can increase our chances of survival.

Or that new significant other that we have a relationship with, for example, and a tequila, for example, is a tequila company. And, they had a very good, headline. They, every, the, everybody knows the saying, practice makes perfect. Right. What they did was they had practiced makes patron because the name of the tequila companies patron.


Yeah. By kind of adding something that’s very familiar, which is practice makes perfect with not putting a spin on it and adding that novelty of like, Patrick makes patron, it’s like, I like two of the three words make sense. Like they kind of come together, but where did the patron came in? And that’s something that isn’t an attention grabber, when it comes to especially the written language. So, that’s something that, in blogs or articles that seems to be very effective. So once again, that’s the hippocampus, headline. Okay.

So, yeah, so that’s a very important, and, also when it comes to, even the packaging, for example, Frito-Lays, so there are a company that makes chips in their own bite Pepsi, which is, a powerhouse in the assault trinket industry. Not that time they were looking to get more involved in, like the, or did they felt that the female demographic was highly underserved.


At that time there, the packaging of their chips was actually in a shiny bag. They ran preying studies on it to see how the participants would respond to their shiny bags. And, what they found was there was an area in their brain that was becoming highly activated and that part of the brain was actually associated with feelings of guilt. So, so the, conclusion was that, when these participants were viewing, these female participants were looking at the shiny bags that the Frito-Lays was packaged in, they’re associating the brand and eating the chips with feelings of guilt.

What they did was they changed their, packaging from the shiny bags to the mass style, bags. When they did, the brain studies with the new design, what they found was as, a drastic reduction in that area that would indicate, guilt and as a result, that the female audience or the participants, they had a much more positive association eating the fruit of those chips, as opposed to when it was packaged in the shiny bags.


That of course, led to, excuse me, led to an increase in sales, right? So that’s one, like really good example when you’re looking to tap into a brand new demographic, for example, to how the type of understanding, also, Campbell’s soup. Campbell’s soup is a staple that everybody has grown up with, right. So, back in early 2000 tens, they want to make improvements in terms of their current, soup labels. What they did was they made it more human.

They added a human face, they eliminate the large spoon and they want to appeal more to the sentence, census, by adding a robot vapors. What they found by making that one change was that their sales increased by 12%. Now, 12%. It may not seem a lot to two companies, but at that time, like Campbell soup was doing, close to seven to $8 billion annually. 12% increases is close to a billion dollars in extra sales by making that change.


Right. So these changes are, quite significant. I’ll bring in, the opposite example where companies that, don’t have to use, near marketing, or maybe they did use neuro-marketing, but maybe, had they gone to more insights into it and looked at the data, perhaps they would have came to those conclusions, was, M and M for example, they did a super bowl commercial in 2018. And, it started, Danny DeVito. At first it starts off with two admin items and, Eminem’s always how the problem, because it tastes so good.

Down the street and they’re talking to each other and they’re saying, oh, what? Like every time that we walked in, everybody always says that they want to eat us. Of course something happens and at one of the M and M’s, Morrison to Danny DeVito. Now Danny DeVito is a human, so he’s walking around and he knows he’s a human now, but he wants to know, but he still thinks like an M and M.


He’s walking off from human to human down the street, and he’s asking him, Hey, do you want to eat me? And do you want to meet me? And of course they don’t because he looks like a human he’s no longer an M and M. Right, right. He’s in the middle of the street now, and he’s raising his hands, like in just like pure, like joy and victory, because like, that’s the whole point of an Imam. He doesn’t want to be eaten. Right. That’d be, that’d be like the prime of his life.

Then, it hits this climax where you all of a sudden see a bus enter the pitcher and it just hits him. He goes right into this, in this grocery market or with the fruits and veggies. That would happen about the 22nd mark. So, this in total, this, commercial book was about 30 seconds long.


Then, what they found was doing these brain studies after daddy, the video got hit by the bus, the last 10 seconds, the engagement was a lot lower. At that time, to be at the time per second, companies were paying about a hundred thousand dollars a second. For that 10 seconds, M and M for example, was paying, not a million dollars for example. If they had that, they knew that engagement was really low. There’s several things that they could have done. They could have perhaps, assuming that there was no limitations in terms of the length that could make it.

Let’s say that there wasn’t, they, could’ve probably made a 22nd clip and kind of ended there, or else they would have found, more effective ways to be more engaging for the last time, 10 seconds. That, in a way, would have made the million dollars that was invested into that last 10 seconds of the commercial, a lot more, effective that’s something that’s very important.


Also one thing that, helps mitigate risks, as well as, Chrysler, for example, there were designing their headlights and there were thinking about going with the more sleeker type of law. And, but what they did was once they ran brain studies on it, they noticed that, when they designed the headlights to be more humanoid, so more like human shaped, right. A part of the brain that becomes activate that’s associated with reward and deals with, the dopamine system, that part of the brain became a lot more active.

By making that change from initially thinking that, Hey, maybe our customers would like sleek looking at lights to more, humanoid headlights that saved them potentially millions of dollars, in terms of manufacturing costs, had they decided to roll everything out in full force without doing those brain studies of how their consumers would respond, to sleek headlights versus humanoid headlights.


So, it’s really neat to see like all these different things kind of different, impact that, it may have in terms of not only increasing ROI, it’s the packaging, and also, mitigating risks. And, and also this, how we talked about in terms of multichannel, how do you engage multiple senses so that your brand becomes more memorable? Right. So, there’s actually a very popular cartoon has been running for probably like 20 something years called South Park. So, so most people have heard of South Park.

And they released a game not a few years ago and they wanted to make it really immersible. And, so they have, of course, a game, you play it on a screen, but they made us a contraption where it goes over the nose actually. There’s a, every single time there’s an action that correlates the gas smell, then it actually releases that gas smell.


Not only do you get the visual senses, then the audio, but now yeah, she’d get this, your, it actually activates your smells as well. So while you’re playing the game. Yes, it’s interesting. Yeah. It’s pretty neat. Pretty neat idea when they came up with it. You’ll definitely remember that experience when you’ll be smelling the gas as you’re playing the game. Just more on a basic level is you can use pictures to even associate senses with your brand. Let’s say that you’re not able to build some equipment for your customers.

There’s one company that sells essential oils and essential oils are. The first thing that comes to mind is like, this stuff is not the best tasting stuff. How do you change that perception? Right. What they did was, in a lot of their advertisement and website, they would have their essential oils placed next to, the fruits that really make your mouth water like citrus lemons, oranges, for example.


Yeah. By doing that, what they’re doing now is they’re associating the taste of their essential oils to the mouthwatering effect of the citrus foods. Interesting. Yeah. So, so it’s, something like that, you don’t need to do these brain studies, but what you can do is, apply a lot of these neuro marketing strategies that are based on these neuro-marketing research into, company’s marketing campaigns. So, that’s another idea. Of course, one that was really cool. I really thought in terms of engaging multiple senses was, they want to test how scent or smell would, impact, virtual reality experiences.

They would have participants, they would have the big virtual reality machines on their cover, their eyes, right. And, they would have different types of visuals where some of them would be, non-stimulating like sitting on a bench, for example, all the way to, through, to riding a right. They want to see does, adding scent really amplify the intensity of the experience and what they found was that, intuitively we think that, if we take two different types of senses, then it’d be like a synergistic effect and it should be something, the overall facts should be a lot more powerful.


But, for example, when they tested it with a high intensity type of virtual reality experience and they added scent to it, they found that the level of intensity was this more than without the smell. The biggest impact that has was when participants were reviewing kind of, if you want to say more or less the millet stimulant or less, or maybe more borrowing bore, boring scenes, right? Like sitting around on a chair, for example, and by adding sent to those types of experiences, it actually helped retain their attention.

So that’s very important. If you’re, let’s say have peaks in your presentation, or even someone walking through your physical store, or even on your website or what websites will be kind of hard because the scent doesn’t come through, but let’s say physical store, you would have those sense that they don’t their attention. Doesn’t totally just break off.


They just kind of, and they just lose their attention, want to go somewhere else. That was very important in terms of that finding of how scent actually impacts, low, stimulating experiences. Right.


Wow. Yeah. That’s a lot of good stuff there. Felix. I know that we are up against a hard stop. I’m going to go ahead and we’ll try to do a wrap up, but I’m going to invite you back on because I’ve got a lot of questions, as you’re talking, I just, a lot of things come up about the, I’m gonna go ahead and prime you with some questions for the next time, but, appealing to the logical brain versus to the emotional men and women. I know we need, women tend to do the grocery shop. In your example, we probably want to skew to that, but I was thinking just the opposite.

That some guy walking into the convenience store, the bright, shiny object is definitely going to get his attention, to go buy. But, it’s like how the people make those decisions, especially when you’re, dealing to multiple.


The other big one I thought about too, was the, new car, new Coke when it came out and was a colossal failure. Was, was that because of people’s perception that they’re messing with they’re messing with something that’s good or was the product just really, not that good. I have my own opinions on that, but, sometimes we can get locked into not wanting to change or something is good that it can, I guess, give us a conception that this new thing is not going to be any good. We will make it a failure before we even give it a chance.


So, yeah. So, so I know that we have to come to a hard stop, precinct, but I just want touch on that. Yeah. They released that new Coke, it was in the clear, I believe the color was more clear right. At that time. There was in terms of the leap, it was just, it just happened too fast. Yeah. For example. People didn’t associate, let’s say, like a clear color with how Coke looks like, for example, it’s Coke is more dark. Right, right. In that time.

That’s why when they made the transition back to the original color, then people start recognizing again, that this is how Coke should look like. Yeah. There needs to be a time like the boiling frog. That’s why I called the Nate the novel, but safe approach. It’s not this total blue ocean type of, change where just looking for something that’s totally brand new.


Yeah. This is something that, already has some foundation. Now you’re just adding a layer on top of it. That’s novel. Right. It’s called another way to describe is called the most advanced yet acceptable. This is the most advanced meaning, oh, this is something as new because of the bats, but yet it’s acceptable by our standards because we have seen something very similar to this before. It’s not like you’re taking somebody on this big ride in terms of a totally new revolution that it’s like a brand new concept. Right.

You want to be able to guide them properly through it. And, a lot of that had to do with, the packaging as well. And, and, I’ll explain on our next time that we have the opportunity to talk, the diet Coke can in terms of how they made it, where it was still, it’s still seen by the audience where their customers had some, as some, as a drink, that’s still light, but at the same time still has the good taste of a regular Coke.


The packaging and the design around that, does a lot of neuroscience in terms of how that works as well. That’s something that we could touch on and of course, with, the female as well, and then there’s certain ones, it is very interesting as I wrote an article, not, back in 2020, well, there’s different shopping behaviors about, how females shop as following, due to evolutionary, changes and also, some structural differences in the brain. And, we can certainly touch on those as well. There’s lots of things that we could certainly do. Yeah.


Yeah. Well, definitely. We’re going to get you an invite to get you back on here. Cause this is good stuff. Like, we kind of were talking pre-show about some things and there’s just so much noise out there. There’s no social media, it don’t matter where LinkedIn, Facebook, Twitter, everybody’s gone to videos. You’re being slammed with all this, stimulating content. We’ve got to find a way to set ourself apart from all that noise. I think that’s why this is such a great subject to talk about. While we need to go deeper, see if we help these guys okay.

I’ll wrap feeds well, before we let you go. One thing is, what do you, what’s a tool or what’s a habit that you have during, that you use during the day that you feel adds a lot of value and it could be professional. It could be personal, but just,


I think just reading for 10 minutes a day, I think that does that alone time, like how you mentioned that, there’s just so much happening in a world today. Especially now there’s a lot of overlap with work and home. Yeah. Just giving yourself, 10, 15 minutes of load time, and whatever that could be your favorite hobby. That could be on my case. I’ll take that 10, 15 minutes to read that just gives you a, it gives, in my opinion, or it gives people just the ability to separate themselves from everything that’s happening around them and just kind of regroup and collect their thoughts.

And then that’s very, reenergizing. When it’s time to go for the rest of the day that at least, that you’re in a good place emotionally and mentally as well to start things off on the right foot. Right.


Yeah. That’s a good point. I try to read overnight, when I go to bed, because what I find is, I’m always thinking, stuff is always cooking. So, when I lay down, if I don’t take that time to read the reading, for some reason, it just puts me in a different place. It cuts off all that, the business and work thoughts where I can actually, rest and relax. Felix, tell it, tell everybody, basically who is your client, what you can do for them. Of course, how can they reach out and get ahold of him?


Yeah, absolutely. We work with, so we’re a B2B company we work with mainly businesses. They could be from, usually we work with small and medium size, but large sizes as well. But, yeah, the main thing is number one is understanding their ideal customer avatar a lot better, especially how their primal brains, there’s, a lot of people are in a state of heightened fear, anxiety and showing companies, how did they position their brand to eliminate or alleviate, these fears and uncertainty, and be the ultimate solution, even placing their brand, as a solution to these societal problems, like, all these social inequalities or generate qualities.

And, and that way it will allow the brand to build a strong connection and a deeper connection with their audience. And, implementing the strategies that we talked about in terms of the packaging, how do you engage multiple senses? how do you mitigate, risks by testing certain concepts out? also, there’s, yeah, there’s plenty of things in terms of how to grab attention, product placement, for example, website designs.


So, anyone that’s looking that’s unhappy with their current way of doing marketing, I’m more than to have a conversation with them and show them how they could reach the higher marketing goals by implementing neuro into their current marketing strategies. Okay, awesome.


How can they reach out and get ahold of y’all?


Absolutely. Number one is, come to our website, and you can reach us through the contact form, or you can reach me directly at and another good place to find me is on LinkedIn. If you searched Felix Cao, then I’m more than happy to connect with people in there and have a conversation to see how we can help them.


Felix, thanks so much for taking time out of your day. We certainly do appreciate all the great information and we do look forward to getting you back on here and continue in this conversation. So thank you, Ryan. That’s going to do it for another episode of the business of business podcast. You can of course, find us on We are on all the major social media, Facebook, Twitter, Instagram, this, video. There will be a, a video of this interview will go up on YouTube as well.

We are on all the major podcast platforms, iTunes, Google, Stitcher, Spotify for non one that you use. Please reach out. We’ll be glad to get yourself on there. Until next time, take care of yourself and take care of your business.

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