By Dr Peter Steidl
For further details contact:
Stieve De Lance
+61 (0) 431139681
[email protected]
May 10, 2014
Sydney Australia
If you thought you knew why you preferred one brand to another, think again! World expert reveals all in his groundbreaking new book that shows why we love the super brands and how consumers nonconsciously act when choosing brands.
World-renowned neuromarketer Peter Steidl has released a second edition of his revolutionary book “NeuroBranding”, creating the most up to date and informative source that reveals the conscious and nonconscious worlds of consumer behavior where marketing and neuroscience meet to create super brands. The edition breaks through the myths and misunderstandings of neurobranding and explains why many marketing initiatives fundamentally fail to resonate with consumers.
The new edition of “NeuroBranding” (the first edition was shortlisted as one of the best marketing books of 2013[1]) has been updated to reflect developments in the neurobranding field since its first publication two years ago. The most important additions in this second edition include:
· A closer look at Kahneman’s System 1 / System 2 concept and how it impacts on the effectiveness of marketing strategies and initiatives,
· A new chapter on Marketing Communications that addresses key issues such as the need to link the ad memory and the brand memory for your campaign to be successful, the impact of multitasking and ad-skipping and more,
· A section on shopper marketing that focuses on behavioural economics, i.e., associative and motivational priming; and
· A change in approach, with the introduction of a first section that brings together a number of simple exercises that allow you to experience the key elements of a neuroscience foundation first hand.
Steidl coined the term “NeuroBranding” in 2012 to differentiate the strategic use of neuroscience insights by marketers from methodologies used by research agencies. The latter typically claim to offer neuromarketing services, but while research agencies deliver input into marketing decisions, they do not develop marketing, brand, communications, shopper marketing or innovation strategies.
He also says that “behavioural economics” has become a ‘catch-all’ definition for non-conscious decision-making shortcuts the consumer’s mind uses to eliminate the need to think extensively about their choices. Progress made in this discipline has given a significant boost to shopper marketing expertise.
“Faced with the of lack of clarity and decisiveness around neuroscience terminology and that almost all marketing activities impact on brands I thought it was reasonable to create the term ‘neurobranding’ to stand for the strategic application of neuroscience insights and concepts in the field of marketing.” He says it was important not to be mistaken for another researcher testing ads, package designs or logos that can make a useful contribution, but is not the same as the development of strategies.
The book that includes exercises allowing readers to experience first-hand the key neuroscience principles is a key resource for all marketers and academics alike. The chapters explore the emerging neurobranding marketing practice and reveal in detail pivotal insights such as what are the real drivers of considered or habitual purchase decisions and how marketers can shape them. Other chapters include using neuroscience to develop brand visions and positioning, communications and shopper marketing strategies; managing consumer’s expectations; and a brief introduction to disruptive innovation concepts.
Peter says that although he doesn’t believe marketers will ever be able to predict absolutely the effectiveness of a brand strategy, “by utilising a validated understanding of how consumers think and make purchase decisions, neuroscience allows us to move a lot closer to gaining a solid understanding of how to lift the effectiveness of brand strategies”.
“Neurobranding is not a new practice that replaces traditional, mainstream marketing practice. Rather, it is a new way of looking at some of the most daunting challenges marketers face. It allows us to see new strategic directions and creative opportunities and make more effective use of media to develop new initiatives. It is a transformative practice that enables the astute marketer and agency professional to infuse current practice with new knowledge.”
“NeuroBranding” 2nd Edition is essential reading for all strategic marketers and their creative, media, digital or social agencies, public relations firms or other specialist service providers. In today’s crowded market place, neurobranding offers the marketing pioneer a decisive competitive advantage as Peter says, “I have no doubt that, over the next decade, neurobranding will become mainstream and common place. Meanwhile, today, you can still exploit the benefits available to early adopters”.
ENDS
Book Details:
Paperback: 244 pages
Publisher: CreateSpace Independent Publishing Platform; 2 edition (May 4, 2014)
Language: English
ISBN-10: 1497574706
ISBN-13: 978-1497574700
Product Dimensions: 8 x 5.2 x 0.6 inches
Purchase Link: http://www.amazon.com/dp/1497574706/
[1] European Expert Marketer Magazine
