As good as our intentions are, what we say, what we believe and what we do, don’t always align. When this happens and we notice it, it can be a mighty uncomfortable feeling. If you’ve ever done something you knew you really shouldn’t have, you’ll know that sinking feeling well. And it has a name. Cognitive dissonance.Because cognitive dissonance makes us feel uneasy, it can stop us from taking action on what we really want or cause us to switch our behaviour altogether.Here’s the thing—your favourite brands know exactly how to create and ease that uncomfortable feeling to help their customers take action.They’ll offer them new beliefs or actions to ease the stress, embarrassment or regret that they may feel when their actions don’t align with their beliefs. So, if you’re building your own brand, you can see how understanding what causes cognitive dissonance in your customers could help them move from ‘maybe one day’ to a ‘hell yes’.And that’s what this week’s Brand-Led episode is all about!WE DISCUSSWhat cognitive dissonance is and how it changes our behaviourHow cognitive dissonance can provide depth to the customer problem we solveExamples of brands that create and ease cognitive dissonance in their audienceWhy and how cognitive dissonance can be used to spark action in your buyersLINKS & RESOURCESFollow us on Instagram: @baker_creative @brand.led and @self_made.studioFor more visit bakercreative.com.au and self-made.studioWork with us

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