World-renowned neuromarketer Peter Steidl has released a second edition of his revolutionary book “NeuroBranding”
The new edition of “NeuroBranding”
· A closer look at Kahneman’s System 1 / System 2 concept and how it impacts on the effectiveness of marketing strategies and initiatives,
· A new chapter on Marketing Communications that addresses key issues such as the need to link the ad memory and the brand memory for your campaign to be successful, the impact of multitasking and ad-skipping and more,
· A section on shopper marketing that focuses on behavioural economics, i.e., associative and motivational priming; and
· A change in approach, with the introduction of a first section that brings together a number of simple exercises that allow you to experience the key elements of a neuroscience foundation first hand.
Steidl coined the term “NeuroBranding”
He also says that “behavioural economics” has become a ‘catch-all’
“Faced with the of lack of clarity and decisiveness around neuroscience terminology and that almost all marketing activities impact on brands I thought it was reasonable to create the term ‘neurobranding’
The book that includes exercises allowing readers to experience first-hand the key neuroscience principles is a key resource for all marketers and academics alike. The chapters explore the emerging neurobranding marketing practice and reveal in detail pivotal insights such as what are the real drivers of considered or habitual purchase decisions and how marketers can shape them. Other chapters include using neuroscience to develop brand visions and positioning, communications and shopper marketing strategies; managing consumer's expectations;
Peter says that although he doesn’t believe marketers will ever be able to predict absolutely the effectiveness of a brand strategy, “by utilising a validated understanding of how consumers think and make purchase decisions, neuroscience allows us to move a lot closer to gaining a solid understanding of how to lift the effectiveness of brand strategies”.
“Neurobranding is not a new practice that replaces traditional, mainstream marketing practice. Rather, it is a new way of looking at some of the most daunting challenges marketers face. It allows us to see new strategic directions and creative opportunities and make more effective use of media to develop new initiatives. It is a transformative practice that enables the astute marketer and agency professional to infuse current practice with new knowledge.”
 (http://#_ftnref1) European Expert Marketer Magazine
Stieve De Lance
Stieve De Lance