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Four Archetypes: Mother, Rebirth, Spirit, Trickster (Routledge Classics)

Four Archetypes: Mother, Rebirth, Spirit, Trickster (Routledge Classics) | Brand Neuromarketing | Scoop.it
Four Archetypes: Mother, Rebirth, Spirit, Trickster (Routledge Classics).
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Brand Neuromarketing
Practical application of neuromarketing for brand leaders
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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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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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Rescooped by Sandra Pickering @opento from Branding and Storytelling
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Brands Need to Know Their Purpose and What They Aspire to Be

Brands Need to Know Their Purpose and What They Aspire to Be | Brand Neuromarketing | Scoop.it

"Kinship requires work, and while people inherently are driven by it, brands are not individuals and often do a poor job evoking similar feelings. Consumers have been skeptical of today’s brands’ intentions for some time now, and so is it any wonder they have such a hard time earning trust?"


Via Richard L. Robinson
Sandra Pickering @opento's insight:

This is a good piece but - have motivations really changed?

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Top Female Archetypes of Modern Society

Top Female Archetypes of Modern Society | Brand Neuromarketing | Scoop.it
Archetypes are universal patterns of behavior that can help us better understand ourselves and our place in this world. Discover your archetype and find out how to feel more fulfilled.
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Rescooped by Sandra Pickering @opento from esSense threads
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Helen Edwards: Brand stories must find a cultural insight to get the emotions going | Marketing Magazine

Helen Edwards: Brand stories must find a cultural insight to get the emotions going | Marketing Magazine | Brand Neuromarketing | Scoop.it
Helen Edwards: Brand stories must find a cultural insight to get the emotions going, We have long been used to the idea of studying consumers. It's a given. Marketers accept that the way to success is through insight into their lives and needs. | Marketing Magazine

Via Neil Gains
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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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5 myths about brand archetypes

Archetypal branding is a practical approach to building profitable, powerful and meaningful brands.
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Rescooped by Sandra Pickering @opento from consumer psychology
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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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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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Big Data: from mining to meaning by Sandra Pickering, Opento | Marketing Society bloggers 2014

Big Data: from mining to meaning by Sandra Pickering, Opento | Marketing Society bloggers 2014 | Brand Neuromarketing | Scoop.it
Marketing Society bloggers 2014: Big Data: from mining to meaning by Sandra Pickering, Opento
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Emotion as a marketing tool: why syncing into social values is ...

Emotion as a marketing tool: why syncing into social values is ... | Brand Neuromarketing | Scoop.it

"Daniel Kahneman, a psychologist who won a Nobel Prize in 2002, explains it in his book Thinking, Fast and Slow. Kahneman argues, "We follow routines, we follow trends and we follow patterns of behaviour ..."

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Via Leona Ungerer
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