The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
For those of you who have not heard of this (and those who have) it is worth mentioning. Neuroscientists are collaborating with market researchers to measure levels of attention, memory encoding, memory recall, and attraction and revulsion to ads using the electroencephalograph (which measures electrical activity by brain region). General Motors, DaimlerChrysler, Ford of Europe and Camelot (the UK’s lottery operator) are all exploring this relatively new technology. Preliminary results suggest that memory and emotion play key roles in brand loyalty. Other high tech techniques for identifying consumer response to advertising: eye tracking, measuring galvanic skin response, and magnetic resonance imaging (MRI).
Where will we go next?
Source: “Pushing Your Buy Button: Neuroscience Meets Marketing” Forbes, September 1, 2003, pp. 62-66, 70.
Sponsored By: The Brand Positioning Workshop