Building strong brands and brand personalities
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 that use direct brain activity measurements (NeuroFocus uses EEG) and those that use techniques like biometrics, facial coding, and behavior metrics. […]
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! […]
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 the most cursory look at either the domain or the site itself would show the site to be unaffiliated with the brand, but oblivious visitors would post inquiries about customer service problems, purchase locations, and so on.
Now, it seems, more web searchers are paying attention to what’s in the URL. […]
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? […]
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: […]