Brand Neuromarketing
Follow
3.7K views | +3 today
 
Rescooped by Sandra Pickering @opento from A Cultural History of Advertising
onto Brand Neuromarketing
Scoop.it!

2012's Best and Worst Attempts to Sell Stuff to Women

2012's Best and Worst Attempts to Sell Stuff to Women | Brand Neuromarketing | Scoop.it
From the Dr. Pepper, "It's not for women," tagline, to the Dove "real beauty" campaign, 2012 has been a banner year, good and bad, for women's representation in advertising.

Via k3hamilton
more...
k3hamilton's curator insight, December 13, 2012 9:23 AM

Only problem with Dove of course is that they are owned by the same company that makes Axe, so so much for "trying to repair the damage" unless they are speaking about the damage thier parent company creates.

Jeff Domansky's curator insight, December 13, 2012 3:04 PM

Lots of "what were they thinking?" lessons for every marketer and communicator.

From around the web

Brand Neuromarketing
Practical application of neuromarketing for brand leaders
Your new post is loading...
Your new post is loading...
Scooped by Sandra Pickering @opento
Scoop.it!

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.
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

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...
more...
No comment yet.
Rescooped by Sandra Pickering @opento from esSense threads
Scoop.it!

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
more...
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!

Rescooped by Sandra Pickering @opento from Bounded Rationality and Beyond
Scoop.it!

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.


Via Alessandro Cerboni
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

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.
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

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.
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

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.
more...
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.

Scooped by Sandra Pickering @opento
Scoop.it!

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.
more...
No comment yet.
Rescooped by Sandra Pickering @opento from consumer psychology
Scoop.it!

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 ..."


Via Leona Ungerer
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

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.
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

The Archetypes of the Anima and Animus | The Centre for Applied Jungian Studies

The Archetypes of the Anima and Animus | The Centre for Applied Jungian Studies | Brand Neuromarketing | Scoop.it
One of the most interesting and provocative archetypes we encounter in Jungian Psychology is that of the Anima and Animus.
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

Fairy Tales by Hans Christian Andersen, book of a lifetime: Bittersweet ... - The Independent

Fairy Tales by Hans Christian Andersen, book of a lifetime: Bittersweet ... - The Independent | Brand Neuromarketing | Scoop.it
Hans Christian Andersen's fairy tales are not fairy tales at all; they're too bittersweet, too knowledgable about the way of the world for that.
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

Postcards from a planner: Jim Williams interview

Jim Williams interview - the planner who brought together archetypes and brands and made BAV http://t.co/fH0pkAXwJs http://t.co/ztabEOOgS3
Sandra Pickering @opento's insight:

One of the pioneers of using archetypes in branding - with data.

more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

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.
more...
No comment yet.
Rescooped by Sandra Pickering @opento from consumer psychology
Scoop.it!

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

more...
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.

Scooped by Sandra Pickering @opento
Scoop.it!

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...
more...
No comment yet.
Rescooped by Sandra Pickering @opento from Public Relations & Social Media Insight
Scoop.it!

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

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

Rescooped by Sandra Pickering @opento from consumer psychology
Scoop.it!

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 ..."


Via Leona Ungerer
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

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 [...]
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

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.
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

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.
more...
No comment yet.
Rescooped by Sandra Pickering @opento from consumer psychology
Scoop.it!

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 ..."


Via Leona Ungerer
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

5 myths about brand archetypes

Archetypal branding is a practical approach to building profitable, powerful and meaningful brands.
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

How Brand Storytelling Benefits from Archetypes

How Brand Storytelling Benefits from Archetypes | Brand Neuromarketing | Scoop.it
You've been hearing about brand storytelling for a while, but you wonder why people say it's so powerful. Well, it's all in the archetypes.
more...
No comment yet.
Scooped by Sandra Pickering @opento
Scoop.it!

Myers Briggs Types as Fairytale Archetypes

Myers Briggs Types as Fairytale Archetypes | Brand Neuromarketing | Scoop.it
infj-mbti:
“ ISTJ: The Worrier. A character unwittingly dragged on this journey, and spending the whole time complaining about how it’s not what they are supposed to be doing and they will get in...
Sandra Pickering @opento's insight:

Looks like I'm either a Trickster or a Power-hungry relative :(

more...
No comment yet.