How Neuroscience Can Help Marketers Build Memorable Brands
“If you’re smarter about how consumers’ brains work from the outset, you can actually have a better, stronger strategy,” said “Brand Seduction” author Daryl Weber.
Daryl Weber has always been fascinated by psychology. In fact, cognitive neuroscience was the focus of his undergrad studies. But marketing also grabbed his attention, and from that a successful career emerged.
Now, as author of “Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands,” Weber has combined his two passions and advocates leveraging neuroscience to create stronger brands.
“Marketers are not using the science to their benefit. There’s a huge gap between the science that exists and the marketers that can be benefitting from it,” he told me in this week’s Marketing Superstars podcast.
Closing that gap involves bringing in the concepts of neuromarketing at the beginning of the brand-building process. “If you’re smarter about how consumers’ brains work from the outset, you can actually have a better, stronger strategy, you can ask smarter questions, you can build stronger brands from the beginning,” Weber said. “I’m trying to show in my book how that’s liberating and inspiring for creative marketers.”
Highlights from this week’s show include::
- Developing a brand using neuroscience (8:14)
- Building toward “brand fantasy” (10:00)
- Neuromarketing techniques (13:55)
- B2B and B2C considerations (18:45)
- Measuring effectiveness (19:55)
- Steps to success (21:00)
- Meta-communication in branding (22:30)