Pick in this post some interesting resources I've discovered this week surfing the Net
Javier Piedrahita, director of MarketingDirecto.com, resume in his column in the Community ICEMD the main conclusions of Neuromarketing Annual Congress held in Munich in April. What interested me most of his post is a presentation by Dr. Hans-Georg Häusel (author of Neuromarketing) , an expert in these matters. Explain how important it is that the mark is emotional and motivational proper positioning.
"BrainBrands, brands that are in the brain of the consumer, activate important motivational structures in the brain. But one should know what emotional systems are activated. The limbic system, which is the emotional system of the brain, consists of three active systems: the domination that promotes the advancement and power, the stimulation, which pushes to discover new things, and balance, which inclines individuals to security and trust. "
As an example, Häusel apply" the emotional map product category "mineral water", "continues Javier in his chronicle," to find out how to produce the increase in value of a product that initially has a value of 13 euro cents per liter and can be sold for 7,900 cents liter, as with Bling brand water. For mineral water reaches this price, must be in a range of emotional and motivational camps. Because mineral water not only meets needs physiological but also emotional needs. The product "water" appeal to the rule (reinforcement, strength, revitalizing), the stimulation (pleasure, refreshing) and balance (health, body control, release). "
You can see the first part of the summary , and over the next few weeks will be publishing more about this Congress. Also available are seven videos in German .
Moreover, a few days ago ABC published an interesting article on how to successfully manage a brand on the Internet? , which includes statements by Marc polite. A good way to inaugurate a new section in this newspaper: Media and Networks, which will be closely monitored.
In the interview, Marc insists that "to manage a brand on the internet is essential to have a plan", which we have already heard many times but it never hurts to remember, especially in a mass medium as is ABC, which allows to reach readers who do not follow the blogosphere. Of course, warns: "This plan is not closed, but on the contrary, is a process of" continuous tuning ', and in this sense, it must "go tweaking and revising because the objectives may change, ecosystem Internet and that network can change where you are well positioned and where your brand is recognized and used to be very reputed to be stopped now. "
You can read the full interview ABC.es .
Javier Piedrahita, director of MarketingDirecto.com, resume in his column in the Community ICEMD the main conclusions of Neuromarketing Annual Congress held in Munich in April. What interested me most of his post is a presentation by Dr. Hans-Georg Häusel (author of Neuromarketing) , an expert in these matters. Explain how important it is that the mark is emotional and motivational proper positioning.
"BrainBrands, brands that are in the brain of the consumer, activate important motivational structures in the brain. But one should know what emotional systems are activated. The limbic system, which is the emotional system of the brain, consists of three active systems: the domination that promotes the advancement and power, the stimulation, which pushes to discover new things, and balance, which inclines individuals to security and trust. "
As an example, Häusel apply" the emotional map product category "mineral water", "continues Javier in his chronicle," to find out how to produce the increase in value of a product that initially has a value of 13 euro cents per liter and can be sold for 7,900 cents liter, as with Bling brand water. For mineral water reaches this price, must be in a range of emotional and motivational camps. Because mineral water not only meets needs physiological but also emotional needs. The product "water" appeal to the rule (reinforcement, strength, revitalizing), the stimulation (pleasure, refreshing) and balance (health, body control, release). "
You can see the first part of the summary , and over the next few weeks will be publishing more about this Congress. Also available are seven videos in German .
Moreover, a few days ago ABC published an interesting article on how to successfully manage a brand on the Internet? , which includes statements by Marc polite. A good way to inaugurate a new section in this newspaper: Media and Networks, which will be closely monitored.
In the interview, Marc insists that "to manage a brand on the internet is essential to have a plan", which we have already heard many times but it never hurts to remember, especially in a mass medium as is ABC, which allows to reach readers who do not follow the blogosphere. Of course, warns: "This plan is not closed, but on the contrary, is a process of" continuous tuning ', and in this sense, it must "go tweaking and revising because the objectives may change, ecosystem Internet and that network can change where you are well positioned and where your brand is recognized and used to be very reputed to be stopped now. "
You can read the full interview ABC.es .
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