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.
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.
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?
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.)
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.
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.