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Packaging Power, Imaginative Imagery, More – Roger’s Picks

Here’s my latest content for the week, and hand picked items both I and my readers liked, too. […]

By |October 20th, 2014|

From Obsolete Commodity to Status Symbol

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? […]

By |January 3rd, 2012|

Better Packaging via Neuromarketing

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. […]

By |July 19th, 2011|

What Yogurt Can Teach Marketers

I’m not a big yogurt fan. “Live cultures” would be unacceptable (or even scary) in most foods, but are highly prized in yogurt. Nevertheless, we can all learn something from a neuromarketing study focused on the gooey dairy product. […]

By |August 6th, 2010|

The Buying Brain by A. K. Pradeep

Review: The Buying Brain: Secrets for Selling to the Subconscious Mind by A. K. Pradeep

The world of neuromarketing seems to be shrouded in mystery. There are no university studies that conclusively demonstrate that one can improve advertising effectiveness or design better products using brain scans or biometrics. Virtually all of the neuromarketing research to date has taken place within private companies, who tend to release few details of their work both for competitive reasons and to protect client relationships. So, it was with great anticipation that I read The Buying Brain by NeuroFocus CEO, Dr. A. K. Pradeep. NeuroFocus, a unit of Nielsen, is the largest provider of neuromarketing services. […]

By |August 5th, 2010|

Impossible Branding?

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. […]

By |May 25th, 2010|

Shopper Marketing

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. […]

By |May 10th, 2010|

Neuromarketing: From Soup to Nuts

I’ve been chronicling the nascent neuromarketing industry since 2006, and I don’t think I’ve seen a story to date which captured social media attention to the degree that the recent Campbell Soup neuromarketing story did. The original story […]

By |February 23rd, 2010|