Trust in peer networks takes a nosedive
Let’s assume your business is overflowing with 100-percent genuine authenticity. As it should be. Now, what’s the best way to broadcast and cultivate that authenticity? Social networking, right?
Not so fast: already, the credibility of social networks among consumers isn’t what it used to be. Read More
Book Review: About Face—The Secrets of Emotionally Effective Advertising by Dan Hill
Conducting primary neuromarketing research is expensive. But I see neuromarketing becoming accessible to small and mid-size companies in two ways. The first is that the tools of neuro research are becoming cheaper, making it easier for smaller research providers to get involved or for companies to go it alone. The second is that plenty of neuro and psych research has been translated, simply, into good practices that anyone can follow. Read More
Hiding behind hollow messaging is just another attempt at control
In my last post, I wondered whether Gap’s terrible new logo was not a misstep but rather a brilliantly fabricated authenticity moment: it allowed the company to appear responsive to its customers by quickly reverting to its iconic blue box (btw, neuroscience may help explain why the new one bombed).
Whatever the case, it’s worth stating the obvious here: the best—and easiest—way for a business to appear authentic is to actually be authentic. And the quickest route to authenticity is a straight line: simply deliver what you promise. Delivering what you promise shouldn’t be optional, of course, but it is more important than ever. Read More
NewScientist has a wonderful article that reflects on the failed Gap logo from a neuroscience perspective. Check it out.
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The Case for Charity Termination
Evaluating and demanding more accountability from charities is becoming the norm—ask any major gift officer, or think Charity Navigator. It is a bigger part of the United Way as we continue to refine tools for evaluating local charities.
The unspoken message here is that only the most effective charities should live. Read More »