Experiential neuromarketing: Get acquainted with the brain
Gordon Pincott Millward Brown
The brain's mirror neurons trigger the need to experience an action. Understanding of this finding should be applied to all forms of marketing.
Strong brands could be forgiven for resting on their laurels. They have the distribution, shelf space, understanding of what works for them in pricing, packaging and communications. But more than this, they have inertia.
People use shortcuts, or heuristics, to buy brands, and two of these are very common. ‘Buy the last’ describes the scenario where you bought a brand and it worked well, so...