I like it when advertising pros get intentional with their language and say it like it is. Witness the words of Douglas Van Praet, Group Planning Director for the Volkswagen account at Deutsch L.A. and author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing: Whenever I hear the word “consumer,” a term unavoidable [...]
Focus groups are a waste of perfectly good M&Ms. But for clients it’s often a different story, since it is their money on the line. And when a client plans to spend hundreds of millions of dollars buying up media space on TV, the risk, and therefore the extreme caution, is even greater. Enter, Lisa [...]
Last Monday, I tipped back a couple beers with Daniel Honigman, co-founder of AdYapper, a new venture in the consumer ad space. The site is beginning to emerge from stealth mode and move into beta at this time. Honigman isn’t looking for coverage here just yet (he spoke to me off the record). But he [...]
Countless billions have been spent on consumer research, but author Phillip Graves believes it’s a waste. “Consumer behavior is a by-product of the unconscious mind, whereas research is inherently a conscious process,” explains Graves. “The truth is that we are far less consciously involved in and aware of our consumer actions than we like to [...]
According to their website Napkin Labs is “a community of Gen-Y entrepreneurs, engineers, designers, and generally brilliant individuals with a passion for developing great products and services.” Napkin Labs is also the subject of a New York Times feature on “tapping the wisdom of the crowd.” The paper reports that Napkin Labs, which typically charges [...]
George Parker is not going to like this. Draftfcb is opening the Institute of Decision Making, devoted to finding out more about the instinctual ways that consumers behave along with the rational and emotional ones. The unit will concentrate on emerging fields like behavioral economics and neuroscience. The institute has formed ties with assistant professors [...]
I can’t recall the last time I ordered a Domino’s pizza. But I do recall the feeling it left me with. Namely, that it was adequate. Of course, adequate isn’t exactly what a food company wants to hear about its signature product. And Domino’s has been hearing a lot of like sentiments from its customers, [...]
Tom Denari, President of Young & Laramore in Indianapolis has little use for focus groups. Isn’t it common knowledge that consumers are motivated more by emotion than reason? Isn’t that why brands exist? And, if we can agree that brands work on an emotional level, then why are we asking consumers to make rational judgments [...]
Do your big ideas keep getting shot down? This little video might help you feel better.
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