Daryl Travis

Biography

Daryl Travis, is the author of Emotional Branding: How Successful Brands Gain the Irrational Edge, and CEO of Brandtrust. After three solid decades of working in the advertising business, Daryl has learned a business's success rarely depends on advertising, but rather how its brand emotionally connects with its customers. His book, Emotional Branding: How Successful Brands Gain the Irrational Edge, explores this innovative theory, and his success with Brandtrust has proven this approach for his clients, time and time again. A colorful and engaging storyteller, Daryl tours the country speaking on the subject of emotional branding. He explains how emotional research techniques can help a company gain a competitive edge. "Conventional research discloses what happens," he says. "However, it often fails to reveal why it happens or the underlying emotional drivers, which are always critical in creating an effective brand strategy." Passionate about learning and understanding more about the human brain, he leverages recent breakthroughs in the neurosciences to improve the consumer research process, tapping into the deeper underlying emotions critical to building a brand. Daryl serves as Chief Executive Officer of Brandtrust, a top branding consultancy in Chicago. His breakthrough approach to building brands helps Brandtrust clients make and keep their brand promises to their customers, building trust and gaining market share in the long run. Earlier in his career, Daryl helped FedEx get off to a flying start and led the revival of Nipper the Dog as a brand icon for RCA. While working with the Centers for Disease Control and Prevention, Daryl leveraged "Second-Hand Smoke" as a brand. He co-founded a progressive Chicago advertising agency, Arian, Lowe & Travis, which spearheaded compelling campaigns for clients such as GE, Motorola, Harvard Business Review and others. At Brandtrust, Daryl puts his years of experience and new learning to use, advising a number of the largest and best-known brands in the world. His clients include American Express, Abbott Laboratories, Craftsman, Easter Seals, Hewlett-Packard, Caremark and Coca-Cola. He and his wife Donnita are active members of the Chicago philanthropic community, volunteering time and resources to support education and literacy programs for underprivileged children throughout the city.

Publications

Emotional Branding: How Successful Brands Gain the Irrational Edge How do you launch a product in today's ultra-competitive and often saturated markets, break through the clutter and develop strong and lasting customer loyalty? Get in touch with your customers' deepest emotions, of course. Emotional Branding teaches you why it's critical to know how products and services make customers feel. Author Daryl Travis (with a little help from Harry) leads you on a journey filled with colorful ideas and bottom-line lessons that will teach you how to instill brand loyalty in your customers. Whether you are a CEO, an advertising guru or an innovative businessperson, you will discover how to use your brand to create powerful and lasting customer loyalty. Travis also addresses: - Branding as a product of consumers' nonconscious motivations - How people develop emotional responses to brands - Bringing together a company's elements to form a brand Emotional Branding teaches you how to identify, leverage and connect your brand to your customers' deeper motivations. The results unlock the secrets to emotional branding, enhance the brand-consumer relationship and lead your business to greater growth.

Titles

The Secret Life of Insights: Where They Live and How to Find Them Have you ever wondered why women wear high heels or why people get all wrapped up in wrapping gifts? Or why someone might tattoo themselves from head to toe? Oddly enough most people can't explain why they do such things. Knowing why people do what they do is essential to successful marketing. But it requires the ability to see deeper into a situation—beyond the obvious—to reveal an insight. If you're involved in ideation, innovation or any kind of business strategy, your most important ingredients for success are insights. You'll need deeper insights into customer wants and needs and insights into how your products can meet those needs. But insights are slippery little devils that aren't easy to find or capture. They seem to live secret lives. You won't want to miss Daryl's presentation about how to use unconventional methods to find and interpret insights that produce real competitive advantage. Developments in Market Research: A Short Course in Brain Surgery How often has conventional research failed you? What's really happening when consumers say one thing and do another? New breakthroughs in neuroscience are providing profound insights into how the mind works and how we respond to brands. Conventional research fails to give us the emotional insights we need to gain a competitive advantage. The latest scientific findings reveal the powerful influence of unconscious emotional processes on brand preference. Emerging "emotional research techniques" will forever change the way we do marketing research. Discover how you can tap into consumer emotions to build brands. The Little Things You Do Are More Important Than the Big Things You Say Savvy marketers know brands have to live inside before they can thrive outside the company. Some of the greatest brands understand this simple concept—the brand inside, the one your employees believe in, creates the brand in the customer's mind. Through Emotional Inquiry we've learned the critical ingredients for creating employee engagement are linked to actions more than words. Discover what more and more enlightened marketers know—the secret to creating brand champions inside the company is all about the little things you do, not the big things you say.