Branding

What makes a luxury brand? In The Luxury Strategy, Jean-Noel Kapferer and Vincent Bastien tell us in great detail what distinguishes "luxury" from "premium" and the merely expensive. And, as one might expect, our emotions play a huge role…

We know that slow, balky, and confusing websites aren't a good thing. Traffic metrics show this, as does conversion data. Google, whom some think of as passively indexing the web, believes quick-loading pages are essential to a good…

Everyone loves to rank Super Bowl ads, and one neuromarketing firm that did so is Sands Research (see Super Bowl 2010 Ad Winners. Sands uses a combination of EEG, eye-tracking, biometrics, and surveys to calculate a "neuro-engagement…

What makes an engaging television commercial? If you think visual and auditory appeal - action, sound, music, people, color, etc. - you would usually be correct. Ditto for high production values. An exotic location might help, too.…

I've been chronicling the nascent neuromarketing industry since 2006, and I don't think I've seen a story to date which captured social media attention to the degree that the recent Campbell Soup neuromarketing story did. The original…

Soup is a product you probably don't lust for. Sure, a hot bowl of soup is nice after a chilly job of shoveling snow out of the driveway, but rarely is it more than an afterthought, or a quick prelude to a more interesting main course.…

Billboards can be an effective medium, but tend to be very low in viewer engagement. Most outdoor advertising is designed to be viewed in a second or less as motorists whiz by. Here's an example of how one advertiser turned that idea…

In 1936, long before mp3 files and digital books, a German named Walter Benjamin wrote an essay titled, The Work of Art in the Age of Mechanical Reproduction. In it, he discussed the difference between an original work of art and a copy…

Marketable business ideas often have two key characteristics: simplicity, and a way of categorizing products, brands, or companies. The Boston Matrix, for example, launched armies of strategy consultants who neatly fit businesses into…

Video games and movies are one of the more interesting neuromarketing applications, in that the technology can be applied to not just advertising but the product itself. A new effort by Microsoft and Emsense carries that idea one step…