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Branding’s Challenge: Controlling Language
You don’t own that
A lot of brand experts talk about “owning” words. Tony Robbins, for example, owns “motivation”; Apple owns “innovations”; and President Obama owns “hope.” Experts propose exercises such as, “if you looked up the word ________ in the dictionary, you’d find a photo of our company.”
Posted in Branding Also tagged Apple, bidwell id, brand, Branding, business, Coca-Cola, customers, discovery, Hope, Just Do It, Marketing, Martha Stiglin, Nike, Obama, President, Research, strategic, Tony Robins Leave a comment
Patterns in Branding
“Variety in unity,” or the magical place between confusion and boredom
Drinking buddy and neuroscience professor Charlie Butter commented on an early blog, but his comment really deserves its own post. Charlie writes:
“Behavioral economics tells us much about irrational factors in our choices (but rational when considering our evolutionary history), but design in brands plays a [...]
Posted in Branding Also tagged Adidas, art, Bangs & Bows, Behavior, Behavioral economics, Best Buy, Blackberry, boredom, brain, brain mechanisms, Branding, Charlie Butter, confusion, Descartes, design, Dunkin' Donuts, emotional behavior, fractal, Hairway to Heaven, Jackson Pollock, Kellogg, LimoLiner, logo, Marketing, Neuroscience, patterns, PayPal, Pepsi, Psychology, Snippety Dippedy Bob Do, spirals, Stop and Shop, Twitter, unity, University of Michigan, Windows 2 Comments
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