Article: International Year of Chemistry 2011
One thing you didn’t hear from any of this years Oscar winners: “I’d like to thank my neuroscience partners who helped us enhance the film’s script, characters, and scenes.”
You could hear it at the next Oscar’s though.
A sizable number of neuromarketing companies already brain test movie trailers for the major studios through fMRI, EEG, galvanic skin response, eye-tracking and other biometric approaches. For now, the test data helps the studios and distributors better market the movie.
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Marketers are trained to believe insights are the foundations of brand strategy and powerful insights about the target customer yield strong brands. But what exactly constitutes an ‘insight’ and how do you recognize one when you see it? What makes one idea worthy of building a brand around and another simply ‘nice to know’?
The Most Popular Letters In The World, According To Google
If you had to reorder the alphabet according to the popularity of letters in Google, it would be called the alphaiot. Which, actually, has a quite nice ring to it. It will also look like this.
As the most significant event in advertising grows nearer, it will be interesting to see how many brands enlist the endorsement services of celebrities during the Super Bowl. After all, popular wisdom asserts that getting a celebrity endorsement is a tried-and-true, simple-to-implement way to maximize advertising effectiveness. Sure, it’s expensive, but celebrities always yield stronger ties with viewers and, ultimately, greater sales, right?
Not surprisingly, Tiger Woods led the list of the worst celebrity endorsements of 2010, along with other sports figures, including Lance Armstrong and Dale Earnhardt, Jr. Mired in controversy, Tiger’s sponsors chose to address his “mistakes” in their ads rather than the products that he was supposed to be hawking.
Issue: Why does bad behavior hurt some brands more than others?
Commentary by: David Vinjamuri
Accenture announced over the weekend that it would sever its relationship with Tiger Woods, who has fronted a major advertising campaign for the consultancy over the past six years. Nike, on the other hand has reaffirmed support for Woods after his accident and revelations of marital indiscretions
Colour is crucial to every brand, regardless of the size of the associated company. It can help build consumer familiarity and trust for a business, but can just as easily turn prospective customers away if not used correctly.
“Colour is vitally important, because it gives your company something different to hang on to,” says Damian Pincus, CEO of advertising agency The Works.