STAR Marketing
Behavioural Science for Brand Strategy
Apply the STAR Framework to marketing strategy, campaign development, and brand positioning. This two-day programme teaches marketing professionals to create messaging that connects with each mindset's core motivations and decision-making processes.
What You'll Learn
Psychological Segmentation
Move beyond demographics to segment audiences by psychological mindset. Understand why traditional segmentation misses the mark and how mindset-based targeting improves campaign performance.
Mindset-Specific Messaging
Craft messaging that resonates with each STAR type. Learn the language, tone, and appeals that connect with Socialisers, Thinkers, Adventurers, and Realists.
Campaign Architecture
Design campaigns that address mindset-specific motivations at each stage of the customer journey. Build multi-channel strategies that speak to diverse psychological profiles.
Customer Journey Optimisation
Optimise touchpoints for different decision-making styles. Understand how each mindset navigates the path to purchase and remove friction accordingly.
Brand Positioning
Build brand positioning that appeals across mindsets without diluting your core message. Learn to create universal appeal through mindset-aware brand architecture.
Content Strategy
Develop content that engages each mindset type. Learn what content formats, topics, and approaches resonate with different psychological profiles.
Key Outcomes
- Segment audiences by psychological mindset
- Craft messaging that resonates with each STAR type
- Design campaigns that address mindset-specific motivations
- Optimise customer journeys for different decision-making styles
- Build brand positioning that appeals across mindsets
- Create content strategies tailored to psychological profiles
- Improve conversion rates through mindset-aware design
- Measure and optimise campaign performance by mindset segment
Award-Winning Methodology
The STAR Marketing approach is based on the NYC Big Book Award-winning work in Marketing & Public Relations. The methodology has been validated through real-world application across diverse industries and markets.
Key publications include STAR Marketing and The STAR Framework: Rewriting the Rules of Consumer Engagement.