Three weeks ago, (via LinkedIn update) we spotlighted an interesting text book "The Buying Brain," authored by A.K. Pradeep, the founder/ceo of NeuroFocus, and detailing the science of neuromarketing within the world of advertising and brand strategy.
Lo and behold, this Sunday's NY Times afforded writer Natasha Singer a half-page in the Business Section ("Slipstream") to report on this exact same burgeoning science. OK, we're not saying that we're prescient per se, merely that we're pretty good on keeping our finger on the pulse of techniques that might be game changers.
What is neuromarketing? At its most basic, engineers are utilizing brainwave responses to certain stimuli, and these responses purportedly mitigate the need to conduct traditional [and arguably unreliable] focus studies with respect to the success (or lack of) specific advertising creative developed by ad agencies.
For example, scientific brainwave studies have determined that print ads (and consumer package labels) trigger the most important responses when they include photo elements, and when said images are placed to the left, and syntax (copy) are placed to the right.
Another finding: "novelty" within ad design is a winning approach. JetBlue is a brand that wins awards for novelty...messages that inspire thought, humor, ambiguity, and even those that intentionally incorporate "error" are, according to "marketing neurologists", considerably more effective than plain vanilla mainstream ads that might have been conceived by Don Draper's uncreative counterparts.
"Buying Brain" dedicates several chapters to what works and what doesn't when marketing to the most sought after demographic: Moms. To my friends at MomsTown.com; this book should be required reading for you and your mayors!
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