The application of this science that I am most passionate about is branding
Posted: Mon Dec 23, 2024 10:31 am
That is what I will talk about on this occasion. Branding is about providing brands with values and emotions. It is about seeing what role we want each of our brands to play in the consumer society. Ultimately, it is about giving personality to the brand, being clear that it will be our seal. Fighting to appropriate a word in the consumer's mind (passion -> Harley Davidson, security -> Volvo, careful care -> Mapfre, luxury -> Rolls Royce, Bentley, Danone -> quality, Seur -> speed of service). In this, neuromarketing has turned out to be a revolutionary tool. It is possible to know how the brain reacts to brands, which parts are stimulated. Because let's not be mistaken, the parts of our brain where love, hate, pleasure, fear, etc. are evoked are not stimulated by the products but by what each of the brands means to us. We behave in a purely behaviourist way, very similar to the experiment of Pavlov and his dog. And that is a triumph that we must acknowledge for branding experts. Advertising and marketing actions have long been directed towards what the brand wants to evoke, ceasing to focus on the product. In other words, branding specialists seek ways for us to perceive their brand through a pleasant experience, in accordance with the values they wish to convey, so that they can form our perception, and so that we are not the ones who form it.
Many guerrilla actions are carried out, advertising on TV and the all mobile company name list in world with country Internet, websites, packaging designs, distribution, product placement, posters... all of this is directed at our limbic system, which is our emotional centre, not at our rational side: "buy me, I'm the best". For example, the vast majority of beer adverts have socialisation as their cornerstone: beer with friends. The brand sometimes takes a backseat, and only appears at the end of the advert. They don't tell us if it's made from malt, hops, wheat, how many degrees it has, how much it costs... none of that, because we don't buy products, we buy brands. Brands that have a product behind them, and we believe we are acquiring what the brand means when we buy the item.
Giving meaning to each action that the brand does and also making sure that they are always the same so that the global strategy can be achieved is not easy. Neuromarketing techniques are also used for these techniques (since the article is not about techniques, I will be brief but I understand that it is necessary to know some such as electroencephalography, which is the most appropriate in relation to prices - results. However, there are older and more rudimentary techniques such as studies on skin variations, called polygraph, or changes in heart rate or iris).
As a final reflection, we can assert that in this ever-changing environment, all the efforts of companies are directed at understanding the human being as a consumer. Given the great aversion to risk that companies have due to the high economic and social cost that a failure can entail, the chances of failure of any new product decrease. The products launched by large companies are increasingly made in the image and likeness of the emotional forms that govern consumers. When we see them, they surprise us without knowing that we already had this concept rooted in the deepest part of our subconscious psyche. But of course, paraphrasing the great Steve Jobs... "Nobody knows what they want... until they see it."
Many guerrilla actions are carried out, advertising on TV and the all mobile company name list in world with country Internet, websites, packaging designs, distribution, product placement, posters... all of this is directed at our limbic system, which is our emotional centre, not at our rational side: "buy me, I'm the best". For example, the vast majority of beer adverts have socialisation as their cornerstone: beer with friends. The brand sometimes takes a backseat, and only appears at the end of the advert. They don't tell us if it's made from malt, hops, wheat, how many degrees it has, how much it costs... none of that, because we don't buy products, we buy brands. Brands that have a product behind them, and we believe we are acquiring what the brand means when we buy the item.
Giving meaning to each action that the brand does and also making sure that they are always the same so that the global strategy can be achieved is not easy. Neuromarketing techniques are also used for these techniques (since the article is not about techniques, I will be brief but I understand that it is necessary to know some such as electroencephalography, which is the most appropriate in relation to prices - results. However, there are older and more rudimentary techniques such as studies on skin variations, called polygraph, or changes in heart rate or iris).
As a final reflection, we can assert that in this ever-changing environment, all the efforts of companies are directed at understanding the human being as a consumer. Given the great aversion to risk that companies have due to the high economic and social cost that a failure can entail, the chances of failure of any new product decrease. The products launched by large companies are increasingly made in the image and likeness of the emotional forms that govern consumers. When we see them, they surprise us without knowing that we already had this concept rooted in the deepest part of our subconscious psyche. But of course, paraphrasing the great Steve Jobs... "Nobody knows what they want... until they see it."