New “Neurobranding” Book Focuses on the Effectiveness of Marketing Strategies
The Just Released Book “Neurobranding” by Dr. Peter Steidl Demonstrates how Neuroscience Insights can Raise the Effectiveness of Marketing, Brand, Communications and Innovation Strategies.
Melbourne, Victoria, September 27th, 2012 - While most neuromarketing publications focus on testing marketing materials such as ads, logos or package designs, the author believes that much more can be gained by applying neuroscience insights when crafting the underlying brand, communications or innovation strategy.
’Testing marketing materials, such as ads, package designs and logos, by measuring the brain activity of consumers exposed to them can be very useful,’ says Dr. Steidl, ’but the test results are limited to the specific materials tested. They are rarely of strategic significance.’
’The real treasure trove neuroscience has created are the thousands of neuroscience research reports and papers that allow us to gain a much deeper understanding of how consumers develop attitudes, preferences and opinions and, most importantly, how they make purchase decisions. This understanding of consumer behaviour and how it can be shaped provides a solid foundation for brand, communications and innovation strategies.’
The book “Neurobranding”, available in a print and an ebook edition, covers habitual buying as well as considered purchase decisions. The author explores the role of emotions, goals, codes, contexts, signals and other relevant neuroscience concepts, providing useful guidelines for brand, marketing communications and product innovation strategies. Importantly, Steidl stays away from using medical jargon, keeping his target audience - marketers and their agencies - firmly in mind.
About Peter Steidl
Dr. Steidl provides advice on marketing, brand and communications strategies to corporations, businesses and government agencies. His clients include a number of Fortune Global 100 companies. He has carried out assignments in 20 countries on five continents. His recent books include “Waking the Giant: Revitalizing Mature Brands” (2009); “Survive, Exploit, Disrupt: Action Guidelines for Marketing in a Recession” (2009), “Creating Brand Meaning: How to Use Brand Vision Archetypes”, 2nd ed. (2012) and “Neurobranding” (2012).
- Contact Information
- Dr Peter Steidl
- Proteus Connection Pty Ltd
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