About

Hi!

My name is Hans-Erik Hamid Al Shamma Lydecker and my religion is called Neurobranding, Holy Branding, Cool Branding or maybe just Sexy Branding?

With a MSc degree in Medical Biochemistry, where my main focus was on brain cancer, my interest for the brain and how it functions came as a natural result of my late night studies. After finishing my degree in Science, I went on to study Theoretical Philosophy, with a focus on Logics and Argumentation Theory. My latest “study journey” is in the field of Branding and Consumer Behavior.

I currently work as Concept Developer and Designer at a fantastic multinational software company in Stockholm, Sweden. Since entrepreneurship is my primary passion in life, I’m also involved in very interesting start-ups, that are fundamentally built with the power of Neurobranding in mind.

Neurobranding… I breath it, I feel it, I think about it all the time. Every time I walk into to a store I literally scan most of the products to see if I find something interesting. Not for buying but for studying. I love to study new design, concepts and products, no matter what market they are in.

My mission in life is to work with Neurobranding, by enhancing other companies/concepts and also by building my own strong brands. I cant say anything more about that.

Neurobranding for me, is not about fooling consumers to buy our products, like Seth Godin says in his book All Marketers are Liars. For me it’s about art. I see my self as Picasso or Dali. I want to create something wonderful, beautiful and very compelling to the human mind. I want my customers to enjoy the products they see and maybe buy.

I’m my self an Mac-o-holic, I have an iMac, MacBook Pro and an iPhone, but I don’t say that Apple has fooled me into something I didn’t want to buy. I have never regretted anything I have bought from Apple. So thank you Apple for making my surroundings more beautiful!

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 in the future, and how Neurotargeted concepts will sell like “butter in the sun”.

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Neurobranding

The science of Neurobranding seek to understand the fundamental psychology of consumer behavior and with that knowledge build extreme brands with maximum emotional impact. Neurobranding is not Neuromarketing or Neuroeconomics, even though they have almost everything in common. But Neurobranding focus more on the "complete picture", "the brand", "the concept", instead of isolated products and ads. So Neurobranding is about building something powerful from the root, or from the bottom-up and not the other way around. What is going on, inside the human mind, when we spot a product that we really like and consequently want to buy? Beside the obvious functional needs/wants, what is it that drives us towards a certain pattern of consumerism? When we study these fundamental questions, we are able to orchestrate beautiful brands with functional-design, complex-simplicity and powerful messages, and thus emit emotional radioactivity that affects most of human beings.
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