The brain is literally the most amazing thing. Two hemispheres, three pounds, wired together uniquely for each individual and extremely complex. So complex that we are still far from a full understanding of it.
We do have some valuable knowledge about the brain. The ‘new brain’, the outside bit, is the most recent part of the brain to evolve; it is the rational, logical processing machine that we are very aware of and use a lot. The ‘mid-brain’ is the part that can be associated with our emotions and emotional impulses. Finally, there is the ‘old brain’. The old brain is the bit that worries about us staying alive. It is ultimately concerned with our survival and we can’t make a decision without the old brain agreeing to it.
You will have experienced times when your old brain comes into conflict with your new brain. For me, I think back to a parachute jump in Australia. My new brain was trying to be all reasonable, explaining to my old brain that it was all going to be fine; I was strapped to an expert, he does this every day, and we have a nice parachute ready to take us to earth safely. All the while, my old brain was calling my new brain an idiot for trying to make me jump from 14,000 feet.
Successful marketers know how to speak to the old brain as well as the mid brain and the new brain. The evolution of marketing over the past 20 years has been extraordinary; in the eighties, TV, radio and direct mail were the only real marketing options. The nineties saw the rise of online display, paid search and affiliate marketing. The fragmentation since 2000 has been dramatic and marketers are now facing a scarcity of attention, rather than a scarcity of marketing methods. With this evolution, people have become very mistrusting of marketers. The industry is therefore having to change and think about ways to talk to the old brain which is suspicious of a lot of marketing.
Here are seven tips for speaking to different bits of the consumer brain for you to apply to your online video marketing strategy.
In a new review of how psychology research has illuminated the causes of war and violence, three political psychologists at the University of Massachusetts Amherst say this understanding can and should be used to promote peace and overturn the...
The Reembody blog, up to this point, has been a thoughtful exploration of human movement, a subject about which I am extremely passionate. Today, however, I'm mad and I'm going to tell you why. I h...
Fay Short's insight:
Interesting perspective on the promotion of attractiveness through fitness. Could this be the future of advertising? "We are not saying that you have to be beautiful and thin, we are just saying that you have to be healthy (ps healthy is beautiful and thin)"
The jigsaw technique is a cooperative learning approach that reduces racial conflict among school children, promotes better learning, improves student motivation, and increases enjoyment of the learning experience.
Fay Short's insight:
Fascinating technique to promote cooperative learning. I wonder if it could also be effective in HE (with a slightly older edge)?