I’ve got an article in The Observer about the state of neuromarketing – where companies pay millions of wasted dollars to apply brain science to marketing.
The piece looks at the three forms of neuromarketing – advertising fluff, serious research, and applied neuroscience. The first is clearly bollocks, the second a solid but currently abstract science, and the third a triumph of selling style over substance.
Finally, there is the murky but profitably grey area of applied neuromarketing, which is done by commercial companies for big-name clients. Here, the pop-culture hype that allows brain-based nonsense in consumer adverts meets the abstract and difficult-to-apply results from neuromarketing science. The result is an intoxicating but largely ineffective mix that makes sharp but non-specialist executives pay millions in the hope of maximising their return on branding and advertising.
The piece also looks at what turns out to be the most powerful innovation in marketing taken from cognitive science, but which doesn’t make the headlines like neuromarketing.
Full article at the link below.
Link to article in The Observer.