not even a 100% correlation implies causation

About ten years ago, I met an academic who specialised in the application of neuroscience in marketing and, more specifically, advertising. He was using sophisticated technology to track the effects of advertising stimuli on the brain by monitoring the areas of the brain that were activated. I considered this to be very clever and very […]

About ten years ago, I met an academic who specialised in the application of neuroscience in marketing and, more specifically, advertising. He was using sophisticated technology to track the effects of advertising stimuli on the brain by monitoring the areas of the brain that were activated. I considered this to be very clever and very useful science, so I asked him who his clients were. He responded by showing me a wall of logos – each logo representing a client. They included Coke, AT&T and many other large corporations in the United States. Given the academic was domiciled at a university in Western Australia, I enquired about his local clients. To my surprise, he replied, ‘I will not work with businesses in Western Australia’. I asked if he meant ‘will not’ or ‘does not’ work with businesses based in Western Australia, to which he responded, ‘will not’. Not surprisingly, I felt…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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