How Hackathons Can Help Brands Appeal to Consumers’ Lizard Brain Need for a Challenge

It provides them with a feeling that they accomplished something

Consumers want to be challenged, and brands that recognize that desire will see a rise in interest. Getty Images

Until recently, brand strategy centered on appealing to the lizard brain in us all, influencing our behavior to drive sales with well-known levers of manipulation: vanity, fear, pride, greed, the desire for love, safety, control and power. But brands and the consumers they court have evolved. It turns out both parties want more from this relationship than a quick 30-second ad can give them. They crave something deeper.

Marc Pomerleau creative strategy vice president at Freeman.
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