Marketing, Neuromarketing and Neurobranding. What’s the difference?
Well everyone knows what Marketing is all about, it has been around for almost 100 years. in various forms. Marketing became necessary when a producer moved into the cities and found out that there where other producers there. Marketing was also necessary when a producer realized that he could make many swords, since war will … Read more
Shine or dry? How P&G develop their product portfolio.
This is a short story about how the P&G product YES (for washing dishes) made a small switch in the message of their product and suddenly they had a completely new product that is, according to a salesman, very attractive. So what did they do? As we all know there is something more than washing … Read more
Differentiation in the restaurant business.
Today me and my family walked around Stockholm City for 15 minutes to find a descent place where we could have some good lunch. Then we decided to go to a place we have been to before. That might sound boring but listen to this. When the functional competition is massive, within the restaurant business, … Read more
Think like a wise man but commnunicate in the language of the people.
One of the first book ever written with the title “Neuromarketing” is according to my personal opinion not a very good book. The authors do mention central aspects of neuromarketing but the layout, the style, the words, the approach… OMG! And if you check their website at salesbrain.net you will maybe think, “but if they … Read more
Branded Entrepreneurs…
I attended a mobile cup event today where people had the chance to pitch their idea in front of a small jury. Many of the ideas where “probably” good, but how can I know if they where good? I don’t like to brag, but I could pick “the winner” from this competition before the jury … Read more
The biggest task in brand-building is being able to say “no”!
It is said that BMW has recieved thousands of complaints/suggestions regarding their back seat being to tight. “As provocative as it sounds, the biggest task in brand-building is being able to say “no”, said the CEO of BMW, Helmut Panke. So what’s going on? Is the worlds second most powerful car brand saying “no” to … Read more
How can we make Ultra Scary Movies in the future?
Well we could use fMRI? I don’t think it was intended to be used for this reason but. Why not? It’s so cool.
This might explain what Neuromarketing is all about?
As you can see in this short video clip. The areas of the brain that are activated during the commercial. And another, weird commercial. No comments on this one. “You dream of punching small animals?” And Coke off course…
Don’t fool me with that! I hate that!
I heard an older woman screaming to a sales outpost guy, from the company 3, at a shopping mall the other day. I wasn’t chocked, since he was waving with his “offer” in front of her face, telling her to “at least listen to what I have to offer”. OMG! People, or sales people are … Read more
Meatball Sundae How New Marketing is Transforming the Business World (and How to Thrive in It) by Seth Godin
What is a meatball sundae? It’s something messy, disgusting and ineffective, the result of combining two perfectly good things that don’t go together. Meatballs are the basic staples, the things people need, the stuff that used to be marketed quite well with TV and other mass market techniques. The topping is new marketing: MySpace, websites, … Read more
Neuromarketing in a nutshell… and the future.
Neuromarketing is an instrument that is used to help us understand what consumers are “already thinking” about products and brands. So Neuromarketing is not about invoking feelings, emotions or opinions into consumers minds, as some said. Neuromarketing is good. I mean think about, the more we know about our subconscious needs and desires, the more … Read more
What is Neuromarketing? A discussion and agenda for future research.
I’m very pleased to share with you one of the most comprehensible papers on Neuromarketing by Dr. Nick Lee, who is a Professor of Marketing and Organizational Research and the Editor of the European Journal of Marketing. The paper was published in the International Journal of Psychophysiology in 2007. Since I don’t have “researcher rights” … Read more
Paint the entire bank, and everything in it, pink!
Why are Somatic Markers and Mirror Neurons so important for Neurobranding? The somatic-marker hypothesis (SMH) proposes a mechanism by which emotional processes can guide behavior, particularly decision-making. The world famous neuroscientist Antonio Damasio, explains that somatic markers is a form of “shortcut” or “bookmark” in our brain, that enable you to quickly make a “choice” … Read more
Motivating forces of human actions.
A very interesting paper on “human behavior” by the Department of Psychiatry, Laboratory for Neuroimaging and Neurophysiology, Johann Wolfgang Goethe University Frankfurt. In neuroeconomics, reward and social interaction are central concepts to understand what motivates human behaviour. Both concepts are investigated in humans using neuroimaging methods. In this paper, we provide an overview about these … Read more
Neural basis for brain responses to TV commercials: a high-resolution EEG study.
A study on Neuromarketing made at the Department of Physiology and Pharmacology, University of Rome La Sapienza. In conclusion, they studied the different expression pattern in the Brodmann areas (BAs) in response to “remembered TV commercials” and “non-remembered TV commercials”. They did find a difference, a finding that is very important to any company doing … Read more
Neuromarketing’s Princeps Paper: Coca-Cola vs. Pepsi
One of the main contribution to neuromarketing is a paper published by McClure et al in the prestigious journal Neuron (McClure et al. Neuron 2004). The purpose of the experiment was to understand the cognitive processes behind the choice between Coca-Cola and Pepsi. More than sixty volunteers underwent both behavioral testing and event-related fMRI sessions. … Read more
Neurobranding – are you powerful enough? by H.E.H.A. Lydecker
I’m currently writing my first book on this topic, Neurobranding – are you powerful enough? Where I discuss the latest finding in the fields of Branding, Creativity, Neuromarketing and Neuroeconomics. I conclude the book with my personal vision of Neurobranding, and how it, in combination with information technology, will change the way we develop products … Read more
Neuroeconomics…
Neuroeconomics combines neuroscience, economics, and psychology to study how people make decisions. It looks at the role of the brain when we evaluate decisions, categorize risks and rewards, and interact with each other. It can be included in the field of social neuroscience. Neuroscientists have studied how our brain make decisions about how much we’re … Read more
Buyology: Truth and Lies About Why We Buy and the New Science of Desire by Martin Lindstrom
Marketing guru Lindstrom draws on a three-year study of people from around the world to overturn many of the assumptions, myths, and beliefs about what genuinely stimulates consumers’ interest in a product and compels them to buy. This is the one of the best books on Neuromarketing. Martin Lindstrom has done the largest research in … Read more
Branding Governance – A Participatory Approach to the Brand Building Process by Nicholas Ind and Rune Bjerke
Recent years have seen a move towards cross-functional management. In this book, Nicholas Ind and Rune Bjerke explore how brand management is currently flawed. They realize that for true value to be delivered to the customer, the organization as a whole needs to be involved in brand management. Successful implementation of the assemblage model can … Read more
