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 come, i.e. producing before the actual need. When you create a need, you will have to market and share that need to the people in your target market. This is easy.
Neuromarketing goes a couple of steps further. Buyology is a popular book on this topic, written by Martin Lindstrom. It’s probably one of the best books on this topic, so far. Neuromarketing is the marriage between marketing and neuroscience. In a nutshell, how does the human brain react to different stimuli from commercials and products? What distinct areas are activated in the brain when a 25 year old man sees a Coke commercial? Neuromarketing will give you the answer to that. Based on the finding, neuromarketers will try to create a commercial with maximum impact on the human mind. With the main objective to make people love and hence buy more products.
Neurobranding is a different story. The topic is so unique and new that even Wikipedia has failed to explain it, so I had to write about it my self. Have a look at http://bit.ly/aWwz5i
In my view, the highest ranked company, according to neurobranding standards, is without any doubt Apple Computers. Another company that also posses immense neurobranding impact is Bang&Olufsen. To understand the primary difference between neuromarketing and neurobranding, we could look at Microsoft vs Apple. Microsoft might use (and have probably already used) neuromarketing as a marketing technique to understand their customers and hence build strong ads and commercials. From a neuromarketing point of view, Microsoft might have very successful ads and campaigns, but according to the science of neurobranding, Microsoft has failed big time. The number one reason for this, is the fact that the “image” of Microsoft, in the human mind, is not even close to Apple Computers.
Neurobranding investigates the colors, the people, the packages, the products, the technology, the look and feel, the music and sounds, the website, the rumors, the business model, the stories of Apple and mashes all that into one “big picture”. EVERYTHING is vital to neurobranding.
