Starbucks understands sensory branding, and in particular olfactory marketing. The wonderful aroma of a good coffee shop is a great selling and branding tool – this is particularly important since research shows that the majority of the experience of drinking espresso comes from the coffee shop experience itself. Now, Starbucks has announced that they will [...]
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All too often, writing the copy for an ad campaign seems to be an afterthought. As any skilled copywriter knows, though, good copy will outperform mediocre text every time. Now, Read Montague, professor of neuroscience at Baylor College of Medicine and fellow at Princeton’s Institute for Advanced Study, offers an explanation of the underlying mechanism [...]
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