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Archive for May, 2015

Why leading brands are so hard to displace

May 29, 2015 0 Comments
Why leading brands are so hard to displace

Neuromarketing has been applied to the problem of understanding why upstart brands have such a hard time displacing leading brands in a mature category. From a neuromarketing perspective, one reason is because leading brands tend to have a much more diverse and highly connected brand memory network. Because the leading brand “comes to mind” more […]

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Building better brands with neuromarketing

May 15, 2015 0 Comments
Building better brands with neuromarketing

This is the first in a series of posts on the application of neuromarketing in seven marketing areas: branding, product innovation and development, advertising, retail shopping, online shopping, and entertainment. Neuromarketing and branding were made for each other. Both are fundamentally concerned with how ideas are established and linked in the human mind. When first […]

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