Archive | Branding RSS feed for this section

Consumer Neuroscience: Neuromarketing Rebranded?

Consumer Neuroscience: Neuromarketing Rebranded?

No, I’m not rebranding my blog Neuromarketing. But, with my broad focus on an all-encompassing definition of neuromarketing, I may be part of what some perceive as a problem – a too-inclusive use of the term. The biggest firm in the neuromarketing space, Nielsen’s NeuroFocus unit, is trying to sharpen the distinction between research approaches [...]

Continue Reading...

Brainy Marketing at Forbes

Brainy Marketing at Forbes

Neuromarketing readers should check out my new blog on the CMO Network at Forbes.com, Brainy Marketing. The first post is kind of an introduction, Marketing: It Really IS Brain Surgery!

Continue Reading...

Why Business is Different Now

Why Business is Different Now

People toss around the terms “thought leader” and “social media expert” lightly these days, but Brian Solis is one of the few people who actually lives up to those names. In The End of Business as Usual, Solis shows how the widespread use of social media is fundamentally changing the business environment.

Continue Reading...

Does Your Domain Say “Trust Me?”

Does Your Domain Say “Trust Me?”
Thumbnail image for Does Your Domain Say “Trust Me?”

Do web searchers pay attention to the domain where the link in the search results leads them? A few years ago, I would have said “no.” For years, I’ve operated or advised websites that ranked at or near the top for various brand names, and found many users assumed the site WAS that brand. Even [...]

Continue Reading...

Are Marketers Sleazy?

Are Marketers Sleazy?

One of the common questions I’m asked at conferences and by reporters is whether neuromarketing techniques are ethical, or whether they are just one more way to manipulate consumers into buying stuff they don’t need. My response to this is to ask whether boring or annoying ads are preferable to ads that the viewer finds [...]

Continue Reading...

Love/Hate: Why Disliked Brands Prosper

Love/Hate: Why Disliked Brands Prosper

Something brand owners strive for is that elusive magic of being loved by consumers. Brands like Apple, Google, Southwest Airlines, and others have earned enduring positive regard among consumers, and those companies outdo their peers in part because of the brand equity they have built. But what about brands people don’t like? Oddly, some of [...]

Continue Reading...

Branding: Avoiding Bad Neighborhoods

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 [...]

Continue Reading...

How Brain Science Turns Browsers into Buyers: SXSW Recap

How Brain Science Turns Browsers into Buyers: SXSW Recap
Thumbnail image for How Brain Science Turns Browsers into Buyers: SXSW Recap

If you were one of the many folks at SXSW who weren’t able to get into the room to view Sunday’s SXSW panel, How Brain Science Turns Browsers into Buyers, or if you weren’t at SXSW at all, here’s a recap. (If you were turned away at the door, or had to sit on the [...]

Continue Reading...

Our Brains Like Southwest Airlines, Google, & Dove

Our Brains Like Southwest Airlines, Google, & Dove

Neuromarketing firm Buyology is out with their updated list of most desirable brands in the U.S. The list has some expected names and a few surprises:

Continue Reading...

Put Your Customer on the Product

Put Your Customer on the Product

Lately, I’ve highlighted the various ways companies (and even colleges) are putting their customers in their ads by using social personalization or other means. In Australia, Coke took the idea one step farther, and put customer names directly on its product:

Continue Reading...