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The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour. Investigating developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies, The Branded Mind is based on exclusive research by Millward Brown, one of the World's top market research companies. This unique and insightful book covers…mehr
The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour.
Investigating developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies, The Branded Mind is based on exclusive research by Millward Brown, one of the World's top market research companies. This unique and insightful book covers everything from the nature of feelings, emotions and moods, to consumer behaviour, decision making and market segmentation, and how to use these insights to the benefit of your brand.
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Autorenporträt
Erik du Plessis is Chairman of Millward Brown (South Africa), one of the world's top market research companies with 78 offices in 51 countries. He is also a Visiting Professor at the Copenhagen Business School, and the author of The Advertised Mind, published by Kogan Page.
Inhaltsangabe
Foreword by Nigel Hollis About the author and contributors Acknowledgements Part One: What it is all about 01 Introduction The meta- and the micro-problem Over-claiming Emotions and feelings Where does this leave us? The puzzle 02 This book is about the consumer's brain Why I wrote this book Why do we make decisions? How do people differ from animals on this view? How does this happen in the brain? How do we buy a brand? Marketing practice So what is this book all about? 03 The new paradigm From Descartes to Damasio Who is Damasio? Who was Descartes? What is the paradigm shift that we are looking at? Damasio's somatic marker theorem 04 The brain - the coming together of disciplines Part Two: The decision-making puzzle 05 Interpretation, memory, experience, learning Why the memory system is important Feeling good, culture, personality and memories The brain Gestalts What do artificial neural networks do very well? Marketing implications of classifying and predicting Interpretation, memory recall, 'comes to mind' 06 Introducing the rat brain robot Let's look at this robot rat What brain systems does the robot rat need to be more like a human (or just more like a fruit fly)? 'Movere' is Latin for 'to move', 'to be motivated' Move! But where to? 07 Feelings Why we need to understand feelings From many gestalts to one: attention and touchpoints Everybody knows what feelings, emotions, and moods are-do the scientists? Does it matter? Definition used in this book Time The limbic system: the oldest part of the brain 08 The 'feeling' brain systems and how they work Reconciling this view with Damasio's view 09 The environmental awareness system: emotions An emotion is a post-rationalization Rational or emotional? But are advertisements like snakes? Culture and the amygdala Herd behaviour How many emotions do we have? Emotions and marketing 10 The 'state of body' system: homeostasis Bio-measures and homeostasis 11 The 'state of mind' system, or moods and arousal Why the brain needs to control its levels of arousal Mood and time We continuously control our moods Bio-measures, mood and arousal 12 The evaluation system: pleasure 'Dopaminic memories' of brands Bio-measures and dopamine 13 Personality Human 'personality' variation What is personality? It is not survival of the fittest, but death to the unfit Personality and time What does this have to do with brands? Marketing About brand personality Bio-measures and personality 14 Social systems and culture The neuro-basis of culture Why do we have an empathy circuit in the brain? Prejudice The marketing error resulting from the empathy system Teaching feelings What is culture? Culture and time Language Oatley and Jenkins's view about culture and emotions The global brand Culture is much more than countries Bio-measures and culture 15 Gender differences The male/female brain 16 Let's put it all together So how do we think we think? 'Thinking' involves a lot of brain process Making a choice A 'new' thought Feelings and time 17 Measuring the brain Single-cell measurement Electroencephalography (EEG) Magnetocencephalography (MEG) Transcranial magnetic stimulation (TMS) Indirect measures of neural activity Very indirect measurements of brain activity 'Reading' the measures Creativity in designing brain scanning experiments 18 Increasing our brainpower - using neuroscience effectively by Graham Page The current state of play Key questions to ask Implicit association measurement Eye-tracking Brainwave measurement Will neuroscience replace conventional research? The future: integration When should neuroscience-based techniques be used? Getting the best out of neuroscience Part Three: Creating mischief 19 On creating mischief The Hidden Persuaders 'The seductive allure of neuroscience explanations' The buy button Sensationalism will increase 20 Buy-ology My view 21 The elusive subconscious The big subconscious The subconscious and religion The confusion that arises when people willy-nilly talk about the subconsciousness This is a personal belief A justification for brain scanning projects? What Freud said Respondents lying and our ethics Part Four: Towards insights 22 Read Montague's Pepsi Challenge About Read Montague The contribution of other sciences Montague on culture 23 Science: models and measurements The homunculus Decision making Models and measurements Models: the future Part Five: Some marketing implications The marketing implications I chose The build-up of the next five chapters 24 Attention Why it is an important topic The issue Studying an exam or giving attention to an advertisement Death of the 30-second ad? Some empirical data Why is this in a book about neuromarketing? Inadvertent attention The response curve and re-cognition Re-cognition in non-fast-forwarded advertisements Media strategy implications Neuroscience and re-cognition (or repeat exposure) Why repeat exposures to an advertisement? But why does the level of awareness matter? Can an advertisement have an effect without it being given attention? The advertising effect of this Du Plessis's error Conclusions 25 The brand soma What I mean by the brand soma The brand soma and functionality Neurology What does the brand soma do? Brand soma, rationality and functionality Fishbein and brand utility How the brand soma works in practice How this shows in perceptual maps Revisiting Fishbein The dopamine moment 'How would using the brand make you feel?' Using the halo effect 26 Consumer decision making as heuristics What is an heuristic? Neuromarketing and heuristics Feelings and heuristics BrandDynamics Different people have different heuristics in different situations Heuristics and questionnaire design Where does this lead us (marketers)? 27 Market segmentation Good segmentation should not be like this Some suggestions about segmentation studies Neuromarketing and segmentation Segmentation and neural studies-a chocolate example 28 Advertising budget, brand life cycle, synapses and brand soma Setting the budget Peter Field and AC Neilson The dynamic difference model Implications for 'percentage of revenue' budget This is a big ask of the brand Brand life cycles Jones's advertising intensity curve Brand life cycle: a self-fulfilling belief? Optimizing advertising budgets The changing pieces of the puzzle Part Six: My conclusions 29 What this was all about From very small things to very big things 30 Is the future what it was? What the future will bring Summary implications for neuromarketing References Index
Foreword by Nigel Hollis About the author and contributors Acknowledgements Part One: What it is all about 01 Introduction The meta- and the micro-problem Over-claiming Emotions and feelings Where does this leave us? The puzzle 02 This book is about the consumer's brain Why I wrote this book Why do we make decisions? How do people differ from animals on this view? How does this happen in the brain? How do we buy a brand? Marketing practice So what is this book all about? 03 The new paradigm From Descartes to Damasio Who is Damasio? Who was Descartes? What is the paradigm shift that we are looking at? Damasio's somatic marker theorem 04 The brain - the coming together of disciplines Part Two: The decision-making puzzle 05 Interpretation, memory, experience, learning Why the memory system is important Feeling good, culture, personality and memories The brain Gestalts What do artificial neural networks do very well? Marketing implications of classifying and predicting Interpretation, memory recall, 'comes to mind' 06 Introducing the rat brain robot Let's look at this robot rat What brain systems does the robot rat need to be more like a human (or just more like a fruit fly)? 'Movere' is Latin for 'to move', 'to be motivated' Move! But where to? 07 Feelings Why we need to understand feelings From many gestalts to one: attention and touchpoints Everybody knows what feelings, emotions, and moods are-do the scientists? Does it matter? Definition used in this book Time The limbic system: the oldest part of the brain 08 The 'feeling' brain systems and how they work Reconciling this view with Damasio's view 09 The environmental awareness system: emotions An emotion is a post-rationalization Rational or emotional? But are advertisements like snakes? Culture and the amygdala Herd behaviour How many emotions do we have? Emotions and marketing 10 The 'state of body' system: homeostasis Bio-measures and homeostasis 11 The 'state of mind' system, or moods and arousal Why the brain needs to control its levels of arousal Mood and time We continuously control our moods Bio-measures, mood and arousal 12 The evaluation system: pleasure 'Dopaminic memories' of brands Bio-measures and dopamine 13 Personality Human 'personality' variation What is personality? It is not survival of the fittest, but death to the unfit Personality and time What does this have to do with brands? Marketing About brand personality Bio-measures and personality 14 Social systems and culture The neuro-basis of culture Why do we have an empathy circuit in the brain? Prejudice The marketing error resulting from the empathy system Teaching feelings What is culture? Culture and time Language Oatley and Jenkins's view about culture and emotions The global brand Culture is much more than countries Bio-measures and culture 15 Gender differences The male/female brain 16 Let's put it all together So how do we think we think? 'Thinking' involves a lot of brain process Making a choice A 'new' thought Feelings and time 17 Measuring the brain Single-cell measurement Electroencephalography (EEG) Magnetocencephalography (MEG) Transcranial magnetic stimulation (TMS) Indirect measures of neural activity Very indirect measurements of brain activity 'Reading' the measures Creativity in designing brain scanning experiments 18 Increasing our brainpower - using neuroscience effectively by Graham Page The current state of play Key questions to ask Implicit association measurement Eye-tracking Brainwave measurement Will neuroscience replace conventional research? The future: integration When should neuroscience-based techniques be used? Getting the best out of neuroscience Part Three: Creating mischief 19 On creating mischief The Hidden Persuaders 'The seductive allure of neuroscience explanations' The buy button Sensationalism will increase 20 Buy-ology My view 21 The elusive subconscious The big subconscious The subconscious and religion The confusion that arises when people willy-nilly talk about the subconsciousness This is a personal belief A justification for brain scanning projects? What Freud said Respondents lying and our ethics Part Four: Towards insights 22 Read Montague's Pepsi Challenge About Read Montague The contribution of other sciences Montague on culture 23 Science: models and measurements The homunculus Decision making Models and measurements Models: the future Part Five: Some marketing implications The marketing implications I chose The build-up of the next five chapters 24 Attention Why it is an important topic The issue Studying an exam or giving attention to an advertisement Death of the 30-second ad? Some empirical data Why is this in a book about neuromarketing? Inadvertent attention The response curve and re-cognition Re-cognition in non-fast-forwarded advertisements Media strategy implications Neuroscience and re-cognition (or repeat exposure) Why repeat exposures to an advertisement? But why does the level of awareness matter? Can an advertisement have an effect without it being given attention? The advertising effect of this Du Plessis's error Conclusions 25 The brand soma What I mean by the brand soma The brand soma and functionality Neurology What does the brand soma do? Brand soma, rationality and functionality Fishbein and brand utility How the brand soma works in practice How this shows in perceptual maps Revisiting Fishbein The dopamine moment 'How would using the brand make you feel?' Using the halo effect 26 Consumer decision making as heuristics What is an heuristic? Neuromarketing and heuristics Feelings and heuristics BrandDynamics Different people have different heuristics in different situations Heuristics and questionnaire design Where does this lead us (marketers)? 27 Market segmentation Good segmentation should not be like this Some suggestions about segmentation studies Neuromarketing and segmentation Segmentation and neural studies-a chocolate example 28 Advertising budget, brand life cycle, synapses and brand soma Setting the budget Peter Field and AC Neilson The dynamic difference model Implications for 'percentage of revenue' budget This is a big ask of the brand Brand life cycles Jones's advertising intensity curve Brand life cycle: a self-fulfilling belief? Optimizing advertising budgets The changing pieces of the puzzle Part Six: My conclusions 29 What this was all about From very small things to very big things 30 Is the future what it was? What the future will bring Summary implications for neuromarketing References Index
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