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Branding
Building strong brands and brand personalities
“Low Attention” Branding
It makes sense that if we have a viewer's attention and present him or her with a compelling ad, we stand a chance of improving the perception of our brand. But what about those times when we don't have the viewer's attention, and he…
Brand Immortality
How brands can live long and prosper
Brand Immortality: How Brands Can Live Long and Prosper by Hamish Pringle and Peter Field (neither of whom appears to be Vulcan) starts with a simple premise: brands can thrive forever.…
The Brain on “Chilling” Music
In Audio Branding, I wrote about subtle uses of music to influence our behavior. Most of the uses of music for branding or sales enhancement are so subtle that listeners may not be consciously aware the music is even playing - it's…
HUMMER: All About Branding
Since it was announced that GM was selling the HUMMER brand to Chinese firm Tengzhong, I've followed the commentary on Twitter (I'm @rogerdooley) with interest. There were a few surprises. One was that there are a lot of mindless HUMMER…
Your Brain on Coupons
With today's economic condition, interest in discount coupons has been growing. Neuromarketing firm NeuroFocus has examined how people react to both print and online coupons using their typical combination of EEG, eye-tracking, and galvanic…
Brain Decides, Then Tells You Later
Understanding how events occur in the brain - how we come to an "aha!" insight, how we make a decision, and so on - fascinates neuroscientists. And anyone interested in neuromarketing can't help but wonder how we decide between two…
Personal Branding: Identity Theft via Google?
My long-time buddy Dave Berry is a funny guy. And, he's a published author. But, he's NOT Dave Barry, the Miami humorist who's even funnier and has more published books. Therein lies the problem - Google thinks he is. Or, more to the point,…
Another Puzzle Billboard
After I finished my last post, Puzzling Billboards, I ran across what might be an even better example of a billboard that cleverly invokes the "aha!" phenomenon and possibly the neuromarketing reward mechanism I described in Marketing to…
Schick Commercial’s Aha! Moment
When the brain decodes a puzzle, even a simple one, there's a little reward. Marketers have sometimes used this to good effect - see Puzzles Boost Brand Recognition and Marketing to the Infovore. Watch this commercial from Schick for its…
Less Guilt Sells More Chips
Selling salty chips to guys isn't all that difficult. As the classic Lay's commercial noted, "You can't eat just one!" Give a guy a chip, and before you know it the bag is gone. For women, though, salty foods are the snack of choice just…
