Neuromarketing and Branding

Posted by Andrew on August 29, 2007

Entrepreneur magazine has a good article about the brain of the entrepreneur. A particularly interesting passage looks at the customer brain.

No brain research has spurred as much business interest as the studies of marketing and brains. The hope is that we’ll learn to market in ways far more effective than anything anyone has come up with yet. Early results are promising.

A couple of studies did MRIs on people exposed to celebrity faces and brand images. One found Coca-Cola’s logo triggered impulses in the midbrain, an area that sits between the primitive hindbrain and the more developed forebrain. A Pepsi logo didn’t have the same effect. The study suggests a brand’s image can drive behavior in a way that neither instinct nor conscious thought controls.

There are also some excellent points, so I encourage you to go check out the whole thing.