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We Don’t Need No Stinkin’ Marketing
The comments on “Revealed: How Steve Jobs Turns Customers into Fanatics” show that many Apple fans don’t believe marketing has played a role in Apple’s success. Other consumers also think they aren’t influenced by ads. When a business owner or key executive doesn’t believe in marketing, though, it’s a different story.
Continue reading...Revealed: How Steve Jobs Turns Customers into Fanatics
25. August 2010
Marketers gaze in envy at brands like Apple. The firm that began with the Mac built some of the first home computers [doh, thanks, alert reader!] has turned their customers into legions of fanatical evangelists. But, without a Steve Jobs at the helm, or with fewer resources than Apple, is building that kind [...]
Continue reading...When Consumption Isn’t Conspicuous
9. August 2010
Marketers know that a key element in many purchases is to signal something about the buyer. A Toyota Prius, for example, says that its owner is concerned about the environment. Expensive luxury brands let the world know the buyer has discriminating taste, and, more importantly, has plenty of money. Whether you believe [...]
Continue reading...The Buying Brain by A. K. Pradeep
5. August 2010
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 prove one can improve advertising effectiveness or design better products using brain scans or biometrics. Virtually all of the neuromarketing research to date [...]
A Tight Brand Focus
1. July 2010
Most companies think about extending their brand to maximize their exposure and value. That’s why we have HUMMER cologne (at least while the vehicles were in production), and Purple Oreos. In many cases, these brand extensions makes sense: if a brand’s primary product has entered a phase of slow or low growth, extending [...]
Continue reading...Aggressive vs. Agreeable
16. June 2010
In Spent: Sex, Evolution, and Consumer Behavior, author and evolutionary psychologist Geoffrey Miller spends a lot of time discussion the “Big Five” personality traits, two of which are agreeableness and aggressiveness. These traits are important, says Miller, because individual consumers use their visible purchases to signal them to others. Indeed, Miller thinks much [...]
Continue reading...Sonic Branding
15. June 2010
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 [...]
Continue reading...When Complicated Is Good
3. June 2010
When it comes to products, “complicated” is rarely a compliment. Would you buy a computer advertised as “complicated?” A piece of furniture that claimed, “complex assembly required?” An automobile that promoted the fact that it had a complicated fuel injection system? In each case, those descriptions would be a drag on sales, [...]
Continue reading...Cut Products, Boost Sales
27. May 2010
I’ve written about some of the research that shows that shoppers don’t always respond positively to a bigger selection of products (see More Choices, Fewer Sales) and extreme product/brand proliferation (see Mega-Branding: The Purple Oreo Problem). Now, retailers are implementing the concept of reducing selection in their stores and finding that it can indeed [...]
Continue reading...Impossible Branding?
25. May 2010
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.
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1. September 2010
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