Ep. 13 Erik Schoppen ~Social neuroscience, sustainable brands & trust

Wachama Podcast ~Personal Development & Social Innovation

Erik Schoppen is a brand expert, neuroscientist and behavioral researcher, innovator and designer. He is an authority on trust, privacy, influence, behavior and sustainable brand positioning, experience, management, reputation and innovation. As a chance-thinking innovator and idea accelerator, he has now built up a reputation, inspiring people and organizations with his surprisingly substantive vision of a future-oriented sustainable economy. He is the inventor and co-founder of the online research platform WorldBrainWave. Check out some of the topics that we covered during our fascinating discussion with Erik: People are willing to pay for the trust in their brain. It is actually mental equity that is based on trust. The trust is also a huge question when we look at sustainability. Sustainable brands’ have other purpose than only to make money. The organizations have to be financially healthy and through their activity they make the world a better place. The triangle of people, planet, profit or prosperity is ingrained n their business model. A good organization with sustainable branding is incorporating all these aspects. If we buy an honest product the product is the promise. A sustainable strong brand first has to look company itself inside that is called internal branding. What are the values, purpose, vision, mission? so what kind of message and which products are being sent it to the world? The Building when the product is developed. It should be durable good product, manufactured on a fair way socially and environmentally. However a good product is not enough in itself. The Bridging makes it social proof when many people accept and trust in the product. Many good products fail because they don’t reach the social proof state. The Bonding part is when the trust is complete when people match their own values with the brand and brand fit is being created. And we can still ask: How can brands continously innovate? Are they predicting the future? Predicting the future is difficult as the timeline goes ahead the vision get blurry. However in core human behavior remains the same that provide reference points for inventors. Neural interface is were technology currently goes. It will have all kinds of benefits but at the same time it can enhance inequality. Moreover applying neural interface has the threat that our brain can get hacked, our memories can get changed. Useful links: Full episode on YouTube: youtu.be/2t4jHq2SJoY Wachama's website: www.wachama.org/ Erik Schoppen's website: www.erikschoppen.com/ Erik Schoppen World Brain Wave: www.worldbrainwave.com/ Erik Schoppen Build Bridge Bond method www.buildbridgebond.com/