cognitive neurology
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This document discusses how cognitive neurology can inform marketing strategies. It explains that memories are formed through neural connections in the brain, and that marketers aim to strengthen the connection between brands and their benefits through repetition. It provides examples of how Nirma and Jyothy Laboratories used unconventional marketing approaches, like repeatedly showing their brand names or asking customers to write poems using brand words, to form strong neural associations between their brands and key messages in customers' brains. The conclusion states that studying other fields can provide new marketing ideas that strengthen how customers remember brands.
cognitive neurology
- 1. COGNITIVE NEUROLOGY & ITS USE IN MARKETING SOURCE- PRESENTED BY BUSINESS LINE Saurabh Srivastava 28TH OCT,2010
- 2. INTRODUCTION A memory is formed in our brain with the connections between millions of neurons & the electrochemical stimuli that passes between them. The strength of a memory depends on the strength of its neural connections. Memory is connected to several other associated memories.
- 3. AIM OF MARKETERS Marketers aim is to strengthen the connection between a particular brand & its benefits. The repetition of stimuli is key to strengthening any memory & this creates a brand image, & makes the customer loyal.
- 4. NIRMA Unwritten norm of the add industry is that the brand name should appear just once. The brand name appeared several times- Package shots Usage shots Benefit shots
- 5. JYOTHY LABORATORIES No any splurge on glitzy T.V. Advertisement in a local magazine. Asked people to send a short poem using the words ujala, whiteness,& clothes. To write something about the brand & its benefits, in their mother tongue. Because of all this millions of neurons of clothes & whiteness would have formed a very strong connection with brand ujala.
- 6. CONCLUSION THERE ARE MANY GREAT MARKETING IDEAS THAT ARE LYING UNUSED BECAUSE NO ONE HAS DISCOVERED THEIR TRUE WORTH. MARKETING IDEAS COULD BE TAKEN FROM ANY FIELD OF STUDY.