Doppelgangers, storytelling and social success: what brands can learn from the brain

The report discusses some of the findings from brain science that marketers can apply to their work, and is based on a panel discussion of experts at the South by Southwest (SXSW) Interactive conference.

Doppelgangers, storytelling and social success: what brands can learn from the brain

Hamish McKenzie

There’s plenty of talk about neuroscience as a market research tool, but what concrete lessons can brands actually take from it? A panel of four brain science experts at the South by Southwest (SXSW) Interactive conference suggested a few findings from brain science that marketers can apply.

Roger Dooley, neuromarketing consultant and author of a book called Brainfluence, opened the discussion by pointing out that 98% of marketing emails get no traction, and the same percentage of direct mail fails. Worse, 20% of ad...

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