Hi Martin,
It's nice to see you here again.
Below you will find the results of my research for your queries.
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Neuromarketing
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Books
Selling to the Old Brain: How New Discoveries In Brain Research
Empower You To Influence Any Audience, Anytime (Library Binding)
by Patrick Renvoise, Christophe Morin
?Finally a book that reveals what neuromarketing is all about, March 24, 2005
Just a few months ago the word neuromarketing was unknown, but I
finally got it while reading this book. It's all about that ancestral
brain that we inherited from our evolutionary process. With this book
neuromarketing opens up a new science to study and better predict the
impact of sales and marketing messages.?
?The most recent books on the subject such as "How customers think" by
G. Zaltman (Harvard Prof.) or the "Ancestral Mind" by Gregg Jacob
(also from Harvard) or "Blink: the power of thinking without thinking"
by Malcolm Gladwell all confirm the unconscious yet dominant nature of
the "Old Brain" in the decision-making process. In fact a few years
ago Bert Decker in "You've got to be believed to be heard" was one of
the first author to touch on the importance of the "Old Brain"... yet
he came short of creating a real model as developed in "Selling to the
Old Brain".
Amazon
http://www.amazon.com/exec/obidos/tg/detail/-/0974348201/ref=pd_sxp_f/103-8989118-0440621?v=glance&s=books
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How Customers Think: Essential Insights into the Mind of the Market (Hardcover)
by Gerald Zaltman
Amazon
http://www.amazon.com/exec/obidos/tg/detail/-/1578518261/qid=1120579830/sr=8-1/ref=sr_8_xs_ap_i1_xgl14/103-8989118-0440621?v=glance&s=books&n=507846
Marketing interest in learning more about the brain has also been
spurred by Jerry Zaltman?s landmark book, How Customers Think:
Essential Insights into the Mind of the Market, which explores in some
depth connections between the brain and marketing theory and practice.
http://agelessmarketing.typepad.com/ageless_marketing/2005/03/brain_science_i.html
?Research in neuromarketing began at Harvard University in the late
1990's by marketing professor, Gerry Zaltman. Since then, Zaltman
patented another neuromarketing technique called the Zaltman Metaphor
Elicitation Technique (ZMET). Zaltman writes:
ZMET probes beneath the surface to reveal "what people don't know they
know" - the underlying motivations that influence a person's decision
to buy a product or form an opinion. Because approximately 95% of all
thought occurs in the unconscious, most of these factors are missed by
traditional research methods.?
http://www.wisegeek.com/what-is-neuromarketing.htm
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The Ancestral Mind: Reclaim the Power (Hardcover)
by Gregg D., Ph.D. Jacobs
http://www.amazon.com/exec/obidos/tg/detail/-/0670032174/qid=1120579924/sr=8-1/ref=sr_8_xs_ap_i1_xgl14/103-8989118-0440621?v=glance&s=books&n=507846
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Blink : The Power of Thinking Without Thinking (Hardcover)
by Malcolm Gladwell
http://www.amazon.com/exec/obidos/tg/detail/-/0316172324/qid=1120579989/sr=8-1/ref=sr_8_xs_ap_i1_xgl14/103-8989118-0440621?v=glance&s=books&n=507846
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Books on Neuromarketing and related subjects
Gregg D., Ph.D. Jacobs: The Ancestral Mind: Reclaim the Power
Richard Dawkins: The Selfish Gene
Patrick Renvoise and Christophe Morin: Neuromarketing: Selling to the
Old Brain for instance success
Burt Decker: You've Got to Be Believed to Be Heard
Gerald Zaltman: How Customers Think: Essential Insights into the Mind of the Market
Steven Johnson: Mind Wide Open: Your Brain and the Neuroscience of Everyday Life
Spencer Wells: The Journey of Man: A Genetic Odyssey
William H. Calvin: A Brief History of the Mind: From Apes to Intellect and Beyond
Jean Carper: Your Miracle Brain: Maximize Your Brainpower, Boost Your
Memory, Lift Your Mood, Improve Your IQ and Creativity, Prevent and
Reverse Mental Aging
BARBARA STRAUCH: The Primal Teen : What the New Discoveries about the
Teenage Brain Tell Us about Our Kids
A link to each book is provided at this link:
http://www.neuromarketing.blogs.com/
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'Neuromarketing' Must-Read Books
Giep Franzen: The Mental World of Brands
Out of print but used copies are available from Amazon.
Erik Du Plessis: Advertising and Our Brains
(Forthcoming in English), published in Dutch by Samson,Alphen aan den Rijn 2001
http://sutherlandsurvey.typepad.com/neuropsychology/
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Neuromarketing : le nerf de la vente
http://oracleweb2.vigie.qc.ca/catalogues/plsql/cat_hecsearch3.det_produit?p_id=85154&p_entete=TIT_librairie.gif%09
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Journals
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Neuron, Vol. 44, 379?387, October 14, 2004,
Neural Correlates of Behavioral Preference for Culturally Familiar Drinks
Download full text here:
http://www.hnl.bcm.tmc.edu/articles/Read/McClureLi2004.pdf
Google Scholar provides a wealth of links to informative resources
about neuromarketing
http://scholar.google.com/scholar?q=neuromarketing&ie=UTF-8&oe=UTF-8&hl=en&btnG=Search
From the Center for Bioethics - University of Minnesota:
?Another use for fMRI, neuromarketing, takes advantage of its ability
to determine a subject's positive or negative response to visual
images. The machine can even characterize the response. For example,
it can determine whether a positive response is warm and personal,
such as one we might have when greeting an old friend, or more
abstract, such as that of viewing a sunset. The fMRI is now being used
to study responses of human test subjects to movie trailers, different
makes of cars, and brands of cola.
Both American and European marketing agencies are developing fMRI
neuromarketing techniques.?
http://www.bioethics.umn.edu/resources/topics/neuroscience.shtml
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Articles
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Two recent articles have attracted considerable attention among my
colleagues. Last week U.S. News and World Report cover story was
?Mysteries of the Mind? by Marianne Szegedy-Maszak. The article told
about researchers? findings that 95% of mental activity involved in a
decision occurs outside of consciousness. Considering that most
marketing concentrates on the conscious mind, that?s a notable finding
to say the least. The other article appeared in the Los Angeles Times,
?Searching for the Why of Buy? by Robert Lee Hotz. Ponder this
statement Hotz makes when discussing what brain imaging was telling
researchers.?
http://agelessmarketing.typepad.com/ageless_marketing/2005/03/brain_science_i.html
Here are the links to these articles.
Mysteries of the Mind
Your unconscious is making your everyday decisions
By Marianne Szegedy-Maszak
2/28/05
http://www.usnews.com/usnews/health/articles/050228/28think.htm
MAPPING THE MIND
Searching for the Why of Buy
Researchers scan for insight into how marketing may brand the brain's
preference for products and politicians.
February 27, 2005
http://www.latimes.com/news/science/la-sci-brain27feb27,0,3899978.story?coll=la-home-headlines
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PHD Media Canada is one of the first companies to use the technique in Canada.
?Brain scan technology, such as functional MRIs, shows which parts of
the brain are activated by impulses. Some marketers theorize that
since the scans suggest positive or negative reactions, the technology
can help them to fine-tune their message.
"Right now, media tools are pretty much limited in terms of how to
reach people," said Fred Auchterlonie, vice-president of PHD Media
Canada, one of the first companies to use the technique in Canada.?
http://www.cbc.ca/story/science/national/2005/06/13/neuro-marketing050613.html
PHD Media Canada Website
http://www.phdca.com/
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"Journey to the Center of the Mind" available from BusinessWeek Online
at http://www.businessweek.com/magazine/content/04_16/b3879103.htm
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A Brave New Branding
The emergence of neuromarketing
?By Barb Jacobs, Utne.com
March 3, 2005 Issue
http://www.utne.com/webwatch/2005_188/news/11589-1.html
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The Why of Buy
Theory says we are rational about money. But brain-probing scientists
are discovering otherwise
By ERIC ROSTON
http://www.time.com/time/insidebiz/article/0,9171,1101040308-596161,00.html
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For more on neuromarketing, see: " Inside the mind of the consumer"
from The Economist, Jun 10th 2004
http://www.economist.com/science/tq/displayStory.cfm?story_id=2724481&tranMode=none
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"Buy This" from Scientific American Mind:
http://www.sciammind.com/article.cfm?&articleID=000103C9-5F07-128A-9DD683414B7F0000
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Neuromarketing
http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/etc/neuro.html
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Brainstorming: Neuromarketing seen as way to boost product appeal
February 25, 2005
Andreas von Bubnoff / Monterey Herald
http://www-psych.stanford.edu/~span/Press/bk0205press.html
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Marketers see riches in brain data
February 6, 2004
Carrie Peyton-Dahlberg / The Sacramento Bee
http://www-psych.stanford.edu/~span/Press/bk0204press.html
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Brain scientist warns of neuromarketing limitations
Baroness Greenfield questions the usefulness of fMRI scans to help sell products
http://www.research-live.com/index.aspx?pageid=30&newsid=768
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Also, for more on neuromarketing, see Technorati
http://technorati.com/tag/neuromarketing
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Here is a list of marketing or branding failures.
OK Soda
"OK Soda, another soft drink manufactured and marketed by The
Coca-Cola Company. Specifically targetted at Generation X, they
attempted to use subtle and ironic advertising messages. The product
was only released in select test markets, where it did not do well."
Arch Deluxe
"The Arch Deluxe was McDonalds' attempt to market burgers to the adult
fast-food consumer. Consumers were turned off by the unconventional
ads and the high price; consumer groups were put off by the higher
caloric content of the new burger."
McDonalds pizza
"McDonalds' 1989 and 1994 attempts to serve pizza"
Dasani
"Dasani, Coca-Cola's brand of bottled water, was a flop in the UK
after it emerged. It was essentially just Sidcup tap water, treated to
make it more pure but in fact containing high levels of bromate."
Crystal Pepsi
"Crystal Pepsi was Pepsi's answer to New Coke The Betamax VCR system -
after some initial success it was soundly beaten in the marketplace by
VHS. Betamax failed in part because it was not an open standard."
Digital Compact Cassette
"The Digital Compact Cassette - a format introduced by Philips, which
lost out to Minidisc and CD-R"
DIVX
"DIVX (not DivX, the video codec), a take-off on DVD that required
users to pay per viewing. DIVX backer Circuit City, a retail
electronics giant, lost about $200m over the fiasco"
See the complete list here:
http://flop.biography.ms/
Lymeswold cheese
Lymeswold cheese is a UK cheese variety, which is much like Brie.
It is widely considered to be a flop.
http://www.biography.ms/Lymeswold_cheese.html
Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time
Matt Haig
Contents of Brand Failures
Part 1. Introduction
Why brands fail
Brand myths
Why focus on failure?
Part 2. Classic failures
1. New Coke
2. The Ford Edsel
3. Sony Betamax
4. McDonald's Arch Deluxe
Part 3. Idea failures
5. Kellogg's Cereal Mates
6. Sony's Godzilla
7. Persil Power
8. Pepsi
9. Earring Magic Ken
10. The Hot Wheels computer
11. Corfam
12. RJ Reynolds' Smokeless Cigarettes
13. Oranjolt
14. La Femme
15. Radion
16. Clairol's 'Touch of Yoghurt' shampoo
17. Pepsi AM
18. Maxwell House ready-to-drink coffee
19. Campbell's Souper Combo
20. Thirsty Cat! and Thirsty Dog!
Part 4. Extension failures
21. Harley Davidson perfume
22. Gerber Singles
23. Crest
24. Heinz All Natural Cleaning Vinegar
25. Miller
26. Virgin Cola
27. Bic underwear
28. Xerox Data Systems
29. Chiquita
30. Country Time Cider
31. Ben-Gay Aspirin
32. Capital Radio restaurants
33. Smith and Wesson mountain bikes
34. Cosmopolitan yoghurt
35. Lynx barbershop
36. Colgate Kitchen Entrees
37. LifeSavers Soda
38. Pond's toothpaste
39. Frito-Lay Lemonade
Part 5. PR failures
40. Exxon
41. McDonald's -- the McLibel trial
42. Perrier's benzene contamination
43. Pan Am
44. Snow Brand milk products
45. Rely tampons
46. Gerber's PR blunder
47. RJ Reynold's Joe Camel campaign
48. Firestone tyres
49. Farley's infant milk
Part 6. Culture failures
50. Kellogg's in India
51. Hallmark in France
52. Pepsi in Taiwan
53. Schweppes Tonic Water in Italy
54. Chevy Nova and others
55. Electrolux in the United States
56. Gerber in Africa
57. Coors in Spain
58. Frank Perdue's chicken in Spain
59. Clairol?s Mist Stick in Germany
60. Parker Pens in Mexico
61. American Airlines in Mexico
62. Vicks in Germany
63. Kentucky Fried Chicken in Hong Kong
64. CBS Fender
65. Quaker Oats' Snapple
Part 7. People failures
66. Enron
67. Arthur Andersen
68. Ratner's
69. Planet Hollywood
70. Fashion Café
71. Hear'Say
72. Guiltless Gourmet
Part 8. Rebranding failures
73. Consignia
74. Tommy Hilfiger
75. BT Cellnet to O2
76. ONdigital to ITV Digital
77. Windscale to Sellafield
78. Payless Drug Store to Rite Aid
79. British Airways
80. MicroPro
Part 9. Internet and new technology failures
81. Pets.com
82. VoicePod
83. Excite@Home
84. WAP
85. Dell?s Web PC
86. Intel's Pentium chip
87. IBM's Linux graffiti
88. boo.com
Part 10. Tired brands
89. Oldsmobile
90. Pear's soap
91. Ovaltine
92. Kodak
93. Polaroid
94. Rover
95. Moulinex
96. Nova magazine
97. Levi's
98. Kmart
99. The Cream nightclub
100. Yardley cosmetics
http://books.global-investor.com/books/16899.htm?ginPtrCode=00000&identifier=
Search terms used:
Brands, marketing, failures, flops, neuromarketing, books journals
I hope this is helpful.
Best regards,
Bobbie7 |