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Branding
Building strong brands and brand personalities
Cut Products, Boost Sales
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…
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…
Spent: Sex, Evolution, and Consumer Behavior
Book Review: Spent: Sex, Evolution, and Consumer Behavior by Geoffrey Miller
"Marketing is not just one of the most important ideas in business. It has become the dominant force in human culture." This is how evolutionary…
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…
College Branding in an Open Source Era
At this year's South by Southwest Interactive, I had a chance to speak with Anya Kamenetz, author of DIY U: Edupunks, Edupreneurs, and the Coming Transformation of Higher Education. In her short but insightful book, Kamenetz outlines…
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.…
Neurons That Fire Together Wire Together
One of the key factors in the human brain's ability to change via neuroplasticity is that neurons form interconnections based on simultaneous firing over a period of time. According to Norman Doidge, author of The Brain That Changes…
Balancing Luxury, Tiffany Style
Luxury brands face a difficult challenge: they must be exclusive, and usually expensive, to maintain their elite status. At the same time, a brand that has extremely limited distribution may not be able to acquire or maintain the…
Luxury, Left Brain, Right Brain
Popular psychology simplifies the different functions of our brain hemispheres by using "left brain" to indicate analytical thinking and "right brain" to mean creativity and emotion. That may be a bit of an oversimplification, but it's…
Does Your Product Have Enough Flaws?
The better the product, one expects, the fewer the flaws one will find. That's why Lexus is at the top of the quality surveys, and why Yugo went out of business. That's perfect logic, until you get to true luxury products. One of the…
