Matthew T Grant


Tall Guy. Glasses.

Brains on Brands, Part 2: Straw Men, Aunt Sally, and Classic Mistakes Ads Make

Originally broadcast on March 17, 2008.

driving.jpgIn Part 1 of our podcast interview with James Intriligator, Senior Lecturer in Psychology at the University of Wales in Bangor, we talked about branding, loyalty, and consumer psychology.

In Part 2, we discuss personae and customer motivation, different neuormarketing approaches, and how understanding the brain can help us make more effective commercials (among other things, of course).

Listen in on our conversation by clicking on the Flash device below. You are also welcome to download an mp3 of this interview by “right-clicking” (“control-clicking,” Mac-wise) on this link.

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A few highlights of the interview can be found at the following time coordinates:

01:50 – How to Get the Most out of Focus Groups
03:52 – Aunt Sally and the Straw Man
05:03 – Customer Motivation: Dreams and Aspirations (not just Fears, Uncertainties, and Doubts)
09:59 – Marketing and Branding from a Strategic, Artistic Perspective
11:55 – “There are a lot of good things you can do with marketing”
13:39 – Defining “Neuromarketing”
15:16 – Pros and Cons of Different Neuromarketing Approaches
17:15 – “If someone wants to pursue marketing from a neuromarketing perspective…”
20:44 – The Classic Mistake that Most Ads Make
21:58 – Another Classic Mistake
24:16 – Segment the Emotional and Attentional Aspects of Your Campaigns

Image Courtesy of Looking Glass.