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Unconscious Branding by Douglas Van Praet

Book Review: Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing by Douglas Van Praet

“The fact of the matter is anyone can do neuromarketing without ever scanning a single brain.”

This statement from Douglas Van Praet, an ad guy who has scanned any number of brains (or, more accurately, had others do so on his behalf), sets the tone for Unconscious Branding. Van Praet isn’t your stereotypical ad guy, even though he’s a top exec at Deutch LA and has worked big-time clients on iconic campaigns. […]

By |January 28th, 2013|

Branding: Avoiding Bad Neighborhoods

Are you placing your brand in a “bad neighborhood?” The other day, I was contacted by a BBC reporter, Daniel Nasaw, working on a story about highway naming. At first I thought he had contacted the wrong person, but it turned out there was logic behind his query. The core question, sparked by a move by Virginia to allow corporate sponsorship of highways and bridges, was whether a brand should associate itself with a potentially unpleasant experience. Do motorists, frustrated and angry as the creep along in a traffic jam, think positively of the brand that sponsored that stretch of road? Or does the brand become associated with anger and frustration? […]

By |March 29th, 2012|

Holy Branding! Religion Gives Brand Immunity

Most marketers don’t count religious affiliation or degree of religiosity as key demographics, but a new study suggests perhaps they should. Makers of branded “self expression” items (such as logo apparel or designer sunglasses) in particular may find […]

By |September 28th, 2010|

No-Attention Branding

Advertisers strive to maximize attention and engagement. They want people to remember seeing their ads. They want maximum brand recall. But it’s possible to have marketing impact without ANY of those things. […]

By |September 23rd, 2010|

College Branding, Personal Branding

Although the concept of personal branding was likely launched by Tom Peters’ excellent 1997 article, The Brand Called You, the idea that others perceive you as an amalgam of personal characteristics, experience, and qualities no doubt goes back millennia. […]

By |September 14th, 2010|

Sonic Branding

What does your brand sound like? If you have no clue, you are missing an important part of an overall sensory branding effort. One firm that knows what its signature sounds are is Audi, which has gone to considerable effort to establish a sound style guide intended to function much like a visual style guide in maintaining consistent branding across media, campaigns, and locations. First, let’s watch an Audi commercial that embodies several of their signature sounds. See if you can pick them out: […]

By |June 15th, 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|

Unconscious Branding: Who Needs Facts?

Few doubt that branding messages can be powerful, but new research shows that even when consumers don’t recall the specific message, their preferences can be shaped to the point where they reject new information that conflicts with their stored brand association. […]

By |May 21st, 2010|