Here’s my latest content for the week, and hand picked items both I and my readers liked, too. […]
Old fashioned wood and graphite pencils were once how we all wrote, but hit their popularity peak decades ago. They are high maintenance – as soon as you start using a sharpened pencil, its point begins to dull and the thickness of the line starts to change. Too sharp a point, and it will break or poke through the writing surface. Too dull, and it’s sloppy-looking. Above all, to maintain a good point you need to have a sharpener at hand. Sharpening itself can be messy, with shavings and graphite dust sometimes escaping the sharpener, which itself needs to be periodically emptied. Technology has delivered far more elegant solutions for those applications where pencil is preferred to pen, notably the great variety of mechanical pencils that maintain a constant point thickness and hold a reservoir of refills.
Can you think of a less likely candidate for a status symbol than a wood pencil? […]
What’s better than a chocolate chip cookie? A chocolate chip cookie in a package optimized with neuromarketing. Consumer companies don’t often talk about their neuromarketing efforts, perhaps because of the vaguely scary sound of it all. Some of the rare public windows into neuromarketing studies have been in the packaging area, notably the Campbell’s Soup project. Now we have another packaging study to review, this time involving Gerber baby food and Chips Ahoy cookies. […]
It looks like Australian politicians have taken up reading neuromarketing books. In the ever-escalating war between regulators and tobacco firms, the most aggressive step yet has been proposed Down Under: un-branding cigarette packaging. […]
Book Review: Shopper Marketing – How to Increase Purchase Decisions at the Point of Sale, Edited by Markus Stahlberg and Ville Maila
From a neuromarketing standpoint, the point of sale is a potent place to make a branding impression. One has the customer in the retail environment, the product in hand, any point of sale material in plain view, and so on. The experience can be further enhanced by video, scent, even human interaction. Compared to other forms of conveying a product or brand message, the concept of “shopper marketing” is inherently appealing. […]
Soup is a product you probably don’t lust for. Sure, a hot bowl of soup is nice after a chilly job of shoveling snow out of the driveway, but rarely is it more than an afterthought, or a quick prelude to a more interesting main course. If you are Campbell Soup Co., though, you DO spend a lot of time thinking about soup. And, as detailed by the Wall Street Journal, they want to understand YOUR hidden feelings about soup to improve their packaging: […]