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Symbols, Myths, & Archetypes

Symbols, Myths, & Archetypes | Brand Neuromarketing | Scoop.it
Symbols, Myths, & ArchetypesPREVIEW: An enchanting storyteller, Tess McCune writes of her travels and takes us deep into Celtic lore in this WOL video feature for Symbols, Myths, & Archetyp...
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Brand Neuromarketing
Practical application of neuromarketing for brand leaders
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What every marketer needs to know about neuromarketing

What every marketer needs to know about neuromarketing | Brand Neuromarketing | Scoop.it
In this guest post, branding expert Dr Peter Steidl says neuromarketing will change the face of marketing, and without it, campaigns will lag behind competitors that have embraced this new way of thinking about consumer behaviour and branding.
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5 myths about brand archetypes

Archetypal branding is a practical approach to building profitable, powerful and meaningful brands.
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Neuromarketing is overrated and an over-fascination with science is ...

Neuromarketing is overrated and an over-fascination with science is ... | Brand Neuromarketing | Scoop.it
Professor Byron Sharp writes in this article that marketing's current fascination with neuroscience is overblown. Prof Sharp is the director of the Ehrenberg-Bass Institute at the University of South Australia and author of How ...
Sandra Pickering @opento's insight:

(I tried and failed to add this comment to the blog post itself but the captchas were impenetrable.)

 

Behavioural economics etc.is quite simply experimental psychology.

As someone who has an academic background in neuroscience, I know that there is little new. The basic theories have been around since William James and Freud and were moved forward experimentally by Zajonc and others in the 80s.

As someone who has practiced front-line marketing for many years, I also know the psychology of brand managers - and they will continue to look for ways to compete and win and messages telling them it's fruitless will be ignored. They are surrounded by evidence of breakthroughs / radical innovation / category disruption and they prefer that narrative.

 

I agree with Professor Sharp that much of the obsession with lab neuroscience is akin to the awe at Humphry Davy's Royal Society lectures.

Nevertheless, outside the world of electrodes and EEGs, there are many insights from experimental psychology to add discipline to marketing practice.

Real science is about having a theory of cause and effect, valid hypothesis-testing, detailed observation, replication and modification of theory.

 

You must admit, however, that behavioural economists have done a superb marketing job by driving mental and physical salience of the topic.

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How Archetypes Changed How We Think About Digital Customer Experience

How Archetypes Changed How We Think About Digital Customer Experience | Brand Neuromarketing | Scoop.it
By understanding the archetypal, intrinsic meaning of your brand and products, you can design the most effective digital customer experiences.
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Branding Strategy Insider | The Twenty Most Common Brand Problems

Branding Strategy Insider | The Twenty Most Common Brand Problems | Brand Neuromarketing | Scoop.it
After thirty years experience in brand management and marketing, I have directly advised more than 150 brands and indirectly advised (through educational workshops, Just Ask responses, pro bono work, etc.) more than twice that number.
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Brands that won new customers through shared values - iMedia Connection

Brands that won new customers through shared values - iMedia Connection | Brand Neuromarketing | Scoop.it
Brands that won new customers through shared values
iMedia Connection
It's about listening to customers and learning their values. But the goal can't just be to convert them.
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How emotions influence what we buy

How emotions influence what we buy | Brand Neuromarketing | Scoop.it

"The emotional core of consumer decision-making ..."

©


Via Leona Ungerer
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Brand language in the online world —

Brand language in the online world — | Brand Neuromarketing | Scoop.it
Continuing our series on linking human psychology to data analytics, we explore how brands can use language to trigger consumer emotions in a digital world.
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How do brands become market leaders? —

How do brands become market leaders? — | Brand Neuromarketing | Scoop.it
Continuing our series on linking human psychology to Big Data analytics, we explore how category-leading brands connect with customer psychology.
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Neuromarketing – thinking beyond ad testing - B&T Marketing & Media

Neuromarketing – thinking beyond ad testing - B&T Marketing & Media | Brand Neuromarketing | Scoop.it
Neuromarketing – thinking beyond ad testing B&T Marketing & Media Neuroscience provides us with deeper insights into how consumers think, feel and make decisions than ever available before, and these insights have the potential to revolutionize...
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What every marketer needs to know about neuromarketing - Marketing magazine Australia (blog)

What every marketer needs to know about neuromarketing - Marketing magazine Australia (blog) | Brand Neuromarketing | Scoop.it
What every marketer needs to know about neuromarketing Marketing magazine Australia (blog) In System 1, the person's non-conscious 'doing' mind, we find memories of past sensory stimulations (such as ads, purchase and consumption experiences,...
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Make Your Brand a Teller of Tales

Make Your Brand a Teller of Tales | Brand Neuromarketing | Scoop.it
Make your brand a teller of tales, It can be engaging, powerful and reinvigorating... how brands can benefit from building, sharing and communicating a clear brand ideal | Marketing Magazine

Via Richard L. Robinson
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The Fascinating Marketing Power of Fear

The Fascinating Marketing Power of Fear | Brand Neuromarketing | Scoop.it
A new study reveals that fear can lead consumers to love your brand.
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The Book of Symbols: Carl Jung’s Catalog of the Unconscious

The Book of Symbols: Carl Jung’s Catalog of the Unconscious | Brand Neuromarketing | Scoop.it
Why Sarah Palin identifies with the grizzly bear, or what the unconscious knows but doesn't reveal.

A primary method for making sense of
Sandra Pickering @opento's insight:

H/t to Nazima Kadir for sharing this on the LinkedIn archetypes and brands group.

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Jung, the Self and the importance of doing nothing - BusinessWorld Online Edition

Jung, the Self and the importance of doing nothing
BusinessWorld Online Edition
Archetypes are cultural and generational transmitted and inherited personality building blocks.
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Researchers probe the use of fear in marketing - ABC Online

Researchers probe the use of fear in marketing - ABC Online | Brand Neuromarketing | Scoop.it

"Fear can have a powerful effect on our behaviour—motivating us to eat less, give up smoking and buy products ..."

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Via Leona Ungerer
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Rescooped by Sandra Pickering @opento from BehaviourWorks threads
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Everyone's Brain Generates Emotions The Same Way | Inside Science

Everyone's Brain Generates Emotions The Same Way | Inside Science | Brand Neuromarketing | Scoop.it
A jug of wine, a loaf of bread and coding come together in the prefrontal cortex.

Via Neil Gains
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Neil Gains's curator insight, July 24, 4:42 AM
Interesting evidence that the brain focuses on overall patterns, wherever the information has come from, and does not process different senses independently
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Doctor Disruption » Principles of Design #58 – Signal-to-Noise Ratio

Doctor Disruption » Principles of Design #58 – Signal-to-Noise Ratio | Brand Neuromarketing | Scoop.it
I argue in Brand esSense that this also applies to sensory design (or any design). Sensory information has multiplicative ...
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Unlocking Brand Meaning from Big Data —

Unlocking Brand Meaning from Big Data — | Brand Neuromarketing | Scoop.it
The promise of Big Data will remain just that until we approach it with ideas rooted in human psychology.


Recently, we took an extensive data set on 24,000 consumers and 790 brands across 13 markets and added 1 psychological model to explore brand meaning.


This post describes what we did and how.
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Why We Do the Things We Do: Understanding the Science Behind Consumer ... - Business 2 Community

Why We Do the Things We Do: Understanding the Science Behind Consumer ... - Business 2 Community | Brand Neuromarketing | Scoop.it
Why We Do the Things We Do: Understanding the Science Behind Consumer ...
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Curve

Curve | Brand Neuromarketing | Scoop.it
Sandra Pickering @opento's insight:

visual storytelling from Getty Images.  The Robinson's idea seems t be a new take on a powerful archetypal insight.

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Brand names are crucial in Chinese market but can be lost in translation - Financial News

Brand names are crucial in Chinese market but can be lost in translation - Financial News | Brand Neuromarketing | Scoop.it
Brand names are crucial in Chinese market but can be lost in translation
Financial News
Jed Laskowitz, chief executive, Asia Pacific at JP Morgan Asset Management, said: “Branding is important in any market and China is no exception.
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Neuromarketing World Forum 2014 Keynote Antonio Damasio

Keynote "Emotions, Feeling and Decisions"
Sandra Pickering @opento's insight:

Many years since I first heard Damasio talk and very many years since I first read his work ... every brand marketer should watch this

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Tweet from @kiersten547

Tweet from @kiersten547 | Brand Neuromarketing | Scoop.it
#10: King, Warrior, Magician, Lover: Rediscovering the Archetypes of the Mature Masculine ... http://t.co/d7uWzfksAl
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In a Content Economy, Brands Must be Storytellers

In a Content Economy, Brands Must be Storytellers | Brand Neuromarketing | Scoop.it
Whether you call it the attention economy, or the content economy, the fact of the matter is that the decline of traditional media and the proliferation of social media has made customer attention a …
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