Tag Archives: Neuroscience

May 10, 2010

Make It Funny

Humor is attention-getting, memorable—and persuasive It’s the funny ads that go viral. And funny ads regularly clean up the Clio awards, advertising’s Oscars. Marketers have always relied on humor, but now brain science is helping us understand why it works so well—and how best to use it.
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May 5, 2010

Narrative Builds the Brand

Patrick Hanlon’s Primal Branding taps into belief systems—and neuromarketing Before I even knew about neuromarketing, I was inspired by Patrick Hanlon’s book Primal Branding. Patrick’s premise is that brands are belief systems. Like all belief systems, they consist of seven pieces of what Patrick calls “primal code”: a creation story, a creed, icons, rituals, sacred words, [...]
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April 5, 2010

The Virtues of Brand Guidelines

Ignore them only if you have money to spare. As a consciously documented representation of your company, branding is the foundation of your communications. Marketing, PR, and sales are how you tailor the brand to specific people and groups. Refining your brand is an ongoing process, but in general major changes in brand happen less frequently [...]
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April 1, 2010

Neuromarketing Presentation

Communication and Leadership Conference Western New England College Springfield, MA Wednesday, April 7, 2010, 7:30 a.m. – 4:00 p.m. Brain Sells Neuromarketing Workshop 9:15 a.m. – 10:30 a.m. Marketing is in the middle of a pivotal transition with the introduction of neuromarketing or the use of  brain science and modern behaviorism to help marketers create better products and services. Find out what science is [...]
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March 31, 2010

Triangulation Tour de Force

Neuromarketing works best when cross-referenced with other research. When I was in the Peace Corps, our bible, so to speak,was Where There is No Doctor, the most widely used health-education book in tropical and subtropical countries. (It’s been translated into more than 100 languages!) This testament to better health provides valuable advice, such as: if a variety of [...]
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