Brand Neuromarketing
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What's at the center of your brand storytelling strategy? — PULL Inc.

At the center of all your communications– advertising, press releases, investor reports, packaging, events, customer service – the big idea your brand represents must be the main character in your brand's story.
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Brand Neuromarketing
Practical application of neuromarketing for brand leaders
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Marketing has discovered neuroscience, but the results are more glitter than gold

Marketing has discovered neuroscience, but the results are more glitter than gold | Brand Neuromarketing | Scoop.it
The marketing industry has started using neuroscience, but the results are more glitter than gold
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Dannon aims to build 'beloved' brands

Dannon aims to build 'beloved' brands | Brand Neuromarketing | Scoop.it

"Dannon, the dairy group, aims to craft 'beloved' brands which make emotional connections with shoppers and turn consumers into true fans ..."

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How can tech companies use psychology to affect customer decisions? - Business 2 Community

How can tech companies use psychology to affect customer decisions? - Business 2 Community | Brand Neuromarketing | Scoop.it

"During your weekly trip to the grocery store, you approach a refrigerator section displaying several similarly priced containers of orange juice. In seconds, you make a selection and move along ..."

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Emotional Ads Work Best - Neuromarketing

Emotional Ads Work Best - Neuromarketing | Brand Neuromarketing | Scoop.it
The idea that ads that engage us emotionally work better than those that don’t might provoke a, “Well, duhhh!” reaction from Neuromarketing readers.
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Paul Marsden of Syzygy: is neuroscience the way to predict marketing success ... - More About Advertising | Insights into Advertising

Paul Marsden of Syzygy: is neuroscience the way to predict marketing success ... - More About Advertising | Insights into Advertising | Brand Neuromarketing | Scoop.it
The results of a *landmark consumer ne...
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Emotional ads pay off for P&G

Emotional ads pay off for P&G | Brand Neuromarketing | Scoop.it
AUSTIN, TX: Procter & Gamble, the FMCG giant, has found that ads generating an emotional response are nine times more likely to be successful, according to a leading executive from the company.

Via Neil Gains
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Neil Gains's curator insight, March 22, 9:12 PM

P&G with more evidence that emotion works, even when negative. The one thing to avoid - indifference!

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What is ‘neuromarketing’? A discussion and agenda for future research

Abstract

Recent years have seen advances in neuroimaging to such an extent that neuroscientists are able to directly study the frequency, location, and timing of neuronal activity to an unprecedented degree. However, marketing science has remained largely unaware of such advances and their huge potential. In fact, the application of neuroimaging to market research – what has come to be called ‘neuromarketing’ – has caused considerable controversy within neuroscience circles in recent times. This paper is an attempt to widen the scope of neuromarketing beyond commercial brand and consumer behaviour applications, to include a wider conceptualisation of marketing science. Drawing from general neuroscience and neuroeconomics, neuromarketing as a field of study is defined, and some future research directions are suggested.


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Book Review: Neuromarketing for Dummies —

Book Review: Neuromarketing for Dummies — | Brand Neuromarketing | Scoop.it
We've been enjoying this book by Stephen Genco, Andrew Pohlmann and Peter Steidl and highly recommend it to anyone interesting in the power of brands.
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Neuromarketing Bats 1 for 6, Still Wins - Neuromarketing

Neuromarketing Bats 1 for 6, Still Wins - Neuromarketing | Brand Neuromarketing | Scoop.it
In tests at Temple University, only one neuromarketing technique was more predictive of ad success than simply asking the subjects.
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Neuromarketing: Pseudoscience No More - Forbes

Neuromarketing: Pseudoscience No More - Forbes | Brand Neuromarketing | Scoop.it
In the ten-plus years I've been writing about neuromarketing, I've bemoaned the lack of serious academic research into the various neuroscience-based techniques used to evaluate ads, products, brand attitudes, and so on.
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Victor Juarez's curator insight, February 25, 6:26 PM

El Neuromarketing demuestra su eficacia frente a la investigación convencional pero precisa estandarizar sus diferentes técnicas.

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Love/Hate: Why Disliked Brands Prosper - Neuromarketing

Love/Hate: Why Disliked Brands Prosper - Neuromarketing | Brand Neuromarketing | Scoop.it
Something brand owners strive for is that elusive magic of being loved by consumers.
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Irrational consumption: How consumers really make decisions

Irrational consumption: How consumers really make decisions | Brand Neuromarketing | Scoop.it

"There is an attractive simplicity to the notion that consumers choose what they most prefer, that they are logical decision-makers with abundant time and complete insight into the factors determining ..."


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Guest post: Why brand archetypes are important to your business

Guest post: Why brand archetypes are important to your business | Brand Neuromarketing | Scoop.it
In his theory of collective unconscious, the psychologist Carl Jung describes archetypes as images and thoughts which have universal meanings and that transcend cultures, showing up as dreams, literature, art or even in religion.
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Personality & Consciousness - - Major Archetypes and Individuation

the process of individuation as a progression through the major archetypes of the collective unconscious.
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The Color of Insanity

The Color of Insanity | Brand Neuromarketing | Scoop.it
Typically people ask about the color of happiness, power, and other positive attributes. When a former student asked about the color of insanity, it deserved an answer. Here are a few things to ponder:In Russia, a colloquial expression for an insane asylum is yellow house because (a long time ago) they used to be painted yellow.The Yellow Wallpaper...

Via Neil Gains
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Neil Gains's curator insight, May 8, 11:56 PM

Interesting take on colour associations with insanity

Sandra Pickering @opento's comment, May 9, 6:30 PM
Nice find from Neil Gains
hamidreza's curator insight, May 11, 9:28 AM

http://www.persianplastco.com/Default.aspx?lang=fa&page=203&paggenumber=203

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Can Neuroscience Unlock the Luxury Mind?

Can Neuroscience Unlock the Luxury Mind? | Brand Neuromarketing | Scoop.it
For years, fashion and luxury companies have tried to anticipate and cater to the deep, subconscious desires of consumers. Can neuroscience help?
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10 Female Archetypes and Leaders to Inspire You

10 Female Archetypes and Leaders to Inspire You | Brand Neuromarketing | Scoop.it
For women in the 21st century, it can be hard to find a strong feminine role model.
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Hero or outlaw? How to use archetypes in marketing your brand

Hero or outlaw? How to use archetypes in marketing your brand | Brand Neuromarketing | Scoop.it

"If someone asks you what your archetype is, don’t worry—it’s not a cheesy pickup line.
Archetypes are an ideal model of a type or group, like a personality type or a typecast character ..."


Via Leona Ungerer
Sandra Pickering @opento's insight:

Good intro

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Victoria Bennett's curator insight, April 4, 1:03 AM

I've been using these for years, and was surprised they are new to north America. These are very useful tools to help with your brand.

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Archetypes that Tell the Story of your Company...

Archetypes that Tell the Story of your Company... | Brand Neuromarketing | Scoop.it
Archetypes that Tell the Story of your Company Culture and Employment Brand (Part One) By Anthony Coe | Director of Research and Consulting for Employment Branding at IBM This blog may take you back...
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How superstitions affect consumer behaviour | Plug and Play

How superstitions affect consumer behaviour | Plug and Play | Brand Neuromarketing | Scoop.it

Consumer superstitions may be having some serious implications for your business. Brush up on your folklore here...before it's too late.

 

Businesses lose £584 million1 on Friday the 13th because employees are afraid to leave home

 

The origin of paraskevidekatriaphobia (the fear of Friday the 13th) is still unknown.

 

Perhaps it’s Biblical; Judas, the man who betrayed Jesus, was the thirteenth guest at the Last Supper after all. Plus many believe that Jesus was crucified on a Friday. Or perhaps the number 12 is so comforting in its ability to harmonise hours, months, and the zodiac, that the number thirteen just puts us on edge with its irregularity.

 

Whatever the logic, people are genuinely afraid to leave their homes, travel and go to work on Friday the 13th.


Via Jeff Domansky
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Jeff Domansky's curator insight, March 16, 2:37 AM

Here's a look at how superstitions impact business and consumer buying.

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Wow, people really suck at drawing Apple's logo from memory 

Wow, people really suck at drawing Apple's logo from memory  | Brand Neuromarketing | Scoop.it

"Do you know what Apple's oh-so-ubiquitous logo looks like? Do you really? UCLA psychologists asked 85 undergrads to draw the Apple logo from memory, and only one got it right. The rest of the results are hilarious and incorrectly lopsided ..."


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The Power of Positive Names - Neuromarketing

The Power of Positive Names - Neuromarketing | Brand Neuromarketing | Scoop.it
Most of us don’t give much thought to what we call our product, at least in terms of category. Toothpaste is toothpaste. Cars are cars. Perhaps it’s time that other businesses learn what many restaurants already know: what you call [...]
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10 Male Archetypes to Empower You

10 Male Archetypes to Empower You | Brand Neuromarketing | Scoop.it
Male role models don’t have to be the quintessential good guys. You can draw strength from both gentle and strong men. Here are 10 that can empower you to be brave and bold in times of need.
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Using behavioral science to improve the custome...

Using behavioral science to improve the custome... | Brand Neuromarketing | Scoop.it
By guiding the design of customer interactions, the principles of behavioral science offer a simple, low-cost route to improved customer satisfaction. A McKinsey Quarterly article.
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McDonald's behavioral economics: random rewards work better

McDonald's behavioral economics: random rewards work better | Brand Neuromarketing | Scoop.it

"McDonald's Super Bowl campaign tapped into a core behavioral economics principle: rewards work better when they're random ..."


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