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Becoming an irresistible brand

News, 31 December 2014

There's popular, then there's irresistible and in 2014 neuromarketers were keen to read how they could upgrade their brands to become the automatic, instinctive choice, according to an analysis of annual download trends on Warc.

An article from TNS, What it takes to be an irresistible brand, was the most-read content related to neuromarketing and explained the need to appeal to both the quick, intuitive System 1 and the slow, rational System 2 sides of the brain in order to achieve the status of brands like Coca-Cola or L'Oreal.

In second place was an article penned by Thom Noble of NeuroStrata, which outlined The application of neuroscience in marketing. Technological advances are taking this research technique out of the lab and into the home, although the automation of processes has created problems around data quality and richness of insight which need to be resolved.

In third place, Dr David Lewis of MindLab International examined how subliminal influence can affect consumer perception of product quality, to the extent that different menu fonts can influence how much a person enjoys the same soup.

In fourth spot was a report from March's ARF Re:Think conference in New York which highlighted two pieces of neuroscience research conducted by the Advertising Research Foundation which proved the power of emotional appeal in advertising.

The fifth most-read neuromarketing article went into one of those studies in greater depth. A Warc Exclusive report told How neuroscience helped The Shelter Pets Project improve its TV ads. Ads were reshot after neuroscience research tools showed an execution starring a dog had viewers focusing on the animal rather than the message, while one featuring a cat did not engage enough.

For more details about the most read papers on Warc in 2014 on other topics, visit our Most Read page.

Data sourced from Warc