Auteur du livre « Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands«
Sujet de l’interview : How neuromarketing can be a response to the advertising challenges of brands while consumers are less perspective ?
Interview en Anglais.
Questions – answers
Introduce yourself, and indicate your connection with neuromarketing.
Daryl Weber. Brand Consultant and Author of Brand Solutions: How Neuroscience Can Help Marketers Build Memorable Brands. My book is about how marketers can tap into unconscious side of brands.
What drives you to do neuromarketing? What future do you see in this field?
I do conduct « neuormarketing. » I don’t use any neuromarketing research or techniques. Instead, I try to use an understanding of how the brain works to build stronger brands.
We know that advertising has become massive and intrusive in the lives of consumers since the emergence of digital. Do you think neuromarketing can be useful by brands to counter the turning down of consumers towards advertising?
I think marketers will learn that they don’t need to always directly compete for consumers’ attention. They think they need to interrupt consumers….but that’s not always true. We can build brands in more subtle ways, just by being in the right places. I expand on this in my book.
Do you think neuromarketing can help brands to make more relevant and impactful ads? How?
Definitely. Right now, marketers are really guessing at how they think their ads work in consumers’ minds and how they affect buying decisions. Having a better understanding for how attention, memory, emotions, and decision making work will make ads much more effective the future.
Can you explain how neuromarketing is becoming a challenge for brands in making their advertising?
Right now, many creative marketers reject the idea of using science to help them make better ads. They beleve advertising is an art, and don’t want science to tell them what to do. in that way, neuromarketing needs to be repositioned to not be something that forces rules onto creative work, but rather inspires and guides them.
Do you know commercials (or other: packaging, new products...) that have been performed and/or reworked by using neuromarketing?
Not really. I know it happens, but the neuromarketing agencies that work on them are very secretive.
Is the link between neuromarketing and advertising really helps to press on the "buy button" of brain's consumer as we hear so often?
No, not really. I think the idea of a « buy button » is too simplistic. We’re not going to just get consumers to become zombies and buy things they don’t want. All marketing can do is to get a brand to be more appealing, and more likely to become part of the consideration set. The conscious mind will still play a role and can decide from there.
Advertising is a major challenge for brands, whether there are small or big brands. Do you think neuromarketing (which by its very high cost, can be used only by big brands) could create a gap between bigger brands and smaller one?
I think you’re thinking of « neuromarketing » in the traditional way – that it’s only about big brain testing on ads. I think of it much more broadly – that it’s just about becoming smarter about how the brain works, and how brands live in the mind. In that way, any brand can use it.
Could neuromaketing change preferences for consumers towards brands?
Any good marketing can do that. It doesn’t need neuro to do it.
Is neuromarketing well accepted by consumers in your country?
No, consumers tend to think big companies are tricking and manipulating people by looking into their brains.
According to you, why neuromarketing is rejected and banned in France whereas it is well accepted in other countries?
I don’t know about France, but in the US people are skeptical that it’s manipulating consumers in an unfair way.
Do you know any brands using neuromarketing in the world? For what? And brands using neuromarketing for their ad?
I know many big companies have started to test ads with it. But not many are building an understanding of neuromarketing as part of their upfront strategy yet. It’s now only at the end of the process to test ads.
We know that consumers do not like when brands are lying to them. The trend of "full frontal" is increasing in France, and used by many brands. Do you think that brands would be right to assume the use of neuromarketing to be fully frontal/transparent to their clients?
Consumers do like it when brands are transparent and open, but I don’t think they will care about all the details of their marketing. They just want a good product, and a company they can trust.