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New Year Resolution: Startups, improve your branding!

New Year Resolution: Startups, improve your branding! | Brand Neuromarketing | Scoop.it
I have two passions in life: technology and building brands. This is why it hurts me so much when I see so many promising startups who don't care about developing their brand. Usually ...
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Brand Neuromarketing
Practical application of neuromarketing for brand leaders
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Enough with the archetypes already! - Marketing magazine Australia (blog)

Enough with the archetypes already! - Marketing magazine Australia (blog) | Brand Neuromarketing | Scoop.it
Sergio Brodsky argues that the use of archetypes to characterise consumers has created lazy and imprecise, not enlightening, conclusions about human truth.
Sandra Pickering @opento's insight:

Interesting post - though I disagree on many of the points.

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Rescooped by Sandra Pickering @opento from BehaviourWorks threads
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How Your Brain Processes Logos [Infographic]

How Your Brain Processes Logos [Infographic] | Brand Neuromarketing | Scoop.it
Learn what neuroscientists have discovered about how the human brain "sees" brand logos, and how they impact the way we think.

Via Neil Gains
Sandra Pickering @opento's insight:

h/t to Neil Gains

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Brand Archetypes – The Explorer, The Jester & The Rebel

Brand Archetypes – The Explorer, The Jester & The Rebel | Brand Neuromarketing | Scoop.it
Freedom Fifteen months ago we left the comfort of the nine to five. We left behind sick leave and luxurious, four week paid holidays. Our reasons were these: we were often being told what to design...
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Inspector Insight » Exploring and Measuring Emotion: Neuropsychology and Visual Thinking

Inspector Insight » Exploring and Measuring Emotion: Neuropsychology and Visual Thinking | Brand Neuromarketing | Scoop.it
Inspector Insight on researching emotions visually http://t.co/3pGhEqkJuA #neuromarketing #emotion #newmr #marketing #branding #design
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The language of emotion | TNS Global

The language of emotion | TNS Global | Brand Neuromarketing | Scoop.it
Metaphor provides marketers with immensely powerful tools: a means of tapping into the intangible emotions and aspirations that dominate human lives and personalities. Yet the power of metaphors mean they must be handled with care.
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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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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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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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Rescooped by Sandra Pickering @opento from Transmedia: Storytelling for the Digital Age
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The Difference Between Good Worldbuilding And Great Worldbuilding

The Difference Between Good Worldbuilding And Great Worldbuilding | Brand Neuromarketing | Scoop.it

Via The Digital Rocking Chair
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The Digital Rocking Chair's curator insight, November 17, 3:57 PM


Charlie Jane Anders:  "Worldbuilding is the bedrock of science fiction and fantasy. We obsess about it constantly, because characters and plots are often only as compelling as the worlds they inhabit. We've decried bad worldbuilding before -- but what makes worldbuilding great?"

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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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Ikea gets Dove-like with a mirror that tells you how beautiful you are

Ikea gets Dove-like with a mirror that tells you how beautiful you are | Brand Neuromarketing | Scoop.it

"Feeling a little down? Don't worry. Ikea's new piece of furniture thinks you're amazing ..."


Via Leona Ungerer
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Neuromarketing--You're Doing It Wrong. Look For Human Insights, Not Magic Tactics

Neuromarketing--You're Doing It Wrong. Look For Human Insights, Not Magic Tactics | Brand Neuromarketing | Scoop.it
In the neuro gold rush, be sure you're looking for human insight and strategy, not pretty brain scans and shiny new measurement tools. (Neuromarketing--you're doing it wrong.
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Can Neuromarketing replace or compliment market research

Can Neuromarketing replace or compliment market research | Brand Neuromarketing | Scoop.it
neuromarketing , Marketresearch, market research reports Coke and Pepsi,David Ogilvy,traditional marketing research,consumer’s behaviour,FMRI,EEG,SSIneuroimaging tools (RT literated: Why #neuromarketing when there is traditional #marketresearch?
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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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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 ..."

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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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