Archivo de la categoría: Markets

Introduction to Neuromarketing

Dali’s Brain-Trees

It has been a long time since I left my blog apart. Main reason was my creativity has been hardly affected by a lot of information and curiosities about Marketing and its tools to develop efficient campaigns.

I took some time to train my mind. I started studying “neuromarketing”.

I am not going to provide you any Wikipedia’s definition about the neuromarketing’s meaning, but I’m going to tell you about its essence allows you to do: Professional Psychological Manipulation, in a way that seems so easy it may seem logical. Therefore you may think that you have already know all the techniques before, but you’re not, probably you are so submitted that your brain has incorporated it as natural and common uses.

Neuromarketing was born from Neuroeconomics and Psychology. Its most common application is: to analyse trends, to evaluate decisions of consumers and to manipulate consumers through advertisement tools to stimulate several brain areas linked to pleasure and addition.

In the next posts I will describe some neuromarketing tools affecting us as consumers every second and as well, I will provide all of you interested in the science of market areas, the know-how to apply that tools and ensure the success through this physicological-field of marketing.

Hope you enjoy it!!

Branding Meaning: The Stronghold Solution

 

 

Commonly, when I am defining the meaning of “Branding”, my listeners put the same confused face, as if they were reading a medical prescription. But since I start to be interested in Marketing and its specific issues, I noticed that the communication problem was not only affecting to me, there were many others marketing professionals suffering the same inability to became understood while talking about: “What Branding Really Means”

Submissive using poetic allegories, Branding can be understood as a stronghold, therefore, every brand’s strategy must be focused on positioning, which would mean: to built our stronghold in the quietest and safest place possible.

 

Moreover, our aim, as that stronghold‘s owners, is to offer help to those people who are not protected.
In fact our goal is to propose to them: security and tranquility in the safest place of the world (even if we are exaggerating), for a modest price.

So, the aim of Branding would never been to generate a better stronghold than the competitor’s ones, probably their technology could be better or their design could be utilitarian than ours. The main aim is that people conceived our stronghold, as the only security solution so, instead of wanted it they need it, all them know it, and all them are unable to comfort with another one.

 

First step: Positioning.

To define who are you, why you are the only solution, why people would feel “safe in your stronghold”.

Second step: Communication.

Make sure you are in the right place and talking with people in the right medium, with the right words. Then create a memorable cause and drive your idea and its power to get customers by the lapels, lifted from the ground and say that they would be stupid by chose a different “stronghold” than yours.

Third step: From the outside.

All brands constructed from the outside. Branding tips for success based on:

  • Focus in consumers feelings. Advertisement would penetrate the consumers minds. Make sure you are not falling into notoriety or awareness strategies, that for Advertisers is not your issue as a “Brander”.
  • Zero mistakes allowed. Good Branding does not permit to generate any confusion, avoid that added value to succeed.
  • Leadership is not objectionable. Branding does not understand about ambition’s limits.

In the next articles I will focus on solving the following equation:

Branding = Expansion + Concentration + Communication + Knowledge + Words + Credentials + Quality + Category + Name + Extensions + Fellowship + Generic + Corporation + Sub-brands + Brotherhood + Product + Barriers + Coherence + Mortality + Singularity

Fashion Industry belongs to Marketing

Louis Vuitton Ad Campaign

What makes someone want to spend $500 on a pair of shoes or $200 on a T-shirt? 

The main reason is Marketing. After the designers come up with the latest trends, it is up to fashion marketers to figure out how to get people to buy the stuff. So the Fashion Marketing aim is to move products from the catwalks to the customers’ closets.

As any specific industry marketing application, the plan based marketers begins with the environmental scan process. The information provides a platform for moving forwards and knowing where you can compete in the market and who you are trying to sell to.

But, despite of this primitive ideas, there is something taking part in the Fashion Marketing World that we must be concern of: Emotions.

Ever since the society began to believe in Fashion as a sign of class distinction, The clothes and accessories industry became an emotional need. Belief still nowadays, if we would develop the algebraic formula of “Fashion”, there would be no excused absence for the following items:

F. = Timeless + Universal + Veering + Socially + Quenching  

Therefore, the Fashion Marketing needs to be the key to satisfy the needs of consumers and firms. But these needs to be covered are highly convoluted, which means is easy for firms to get confuse and also for not been able to positioning themselves and to adequately reach customers.

Related specially to fashion, one theory groups potential customers into four main categories:

  • McFashion

Fashion equivalence to the fast food: cheap and chic, available all over the globe. This market is pretty focus on value for money.

Zara Store

Zara Store

  • International superbrands

Opposite end of market to McFashion. Firms led by notion of couture, which are the drivers behind the aspirational elements of fashion.

Christian Louboutin Store

Christian Louboutin Store

  • London, NY and Paris style

Fashion scenes recognized  internationally for their creativity and flourishing market. Style icons.

Burberry Spring Catwalk in the London Fashion Week

Burberry Spring Catwalk in the London Fashion Week

  • Micro Markets

Most directional in regards to the future of clothing and fashion. Meaning multi dimensional and multi style group and related to consumer moods or customized clothing.

Nike's Webpage

Nike's Webpage

Pretending to answer the question with which I began this post, the fact that makes people want to spent a considerable amount of money on fashion is the materialistic need, to became part of  a distinctive, luxury, society class because of the acceptance, imitation and belonging.

Feelings and emotions created by marketing strategies that position the firm and recovered the brand, because the product will never be important, what matters is to fill that need for acceptance, mark it and exploit it.

Andrea Gamero

The importance of MAC-keting

Since this afternoon, when I was leaving the AppleStore while thinking that time was the fourth time that another perceptual efficient electronic junk comes to live home, I can not stop brooding: How Apple,Inc. could generate both fanaticism and “freakcism”regarding its products?

 

In fact, any iPod, iPhone, iPad, iMac… Are not as different as the others able in the Market (in terms of productivity). Even so, whenever you are opening each perfectly neat white boxes, all the “Mac-Addicts” feel their heart strikes and expands so fast. Moreover, increasingly people are joining into the “Apple-Culture”So…Should be something about Marketing, isn’t it?

In his biography, Steve Jobs stated that Apple’s success was not a Marketing issue itself, but something strongly related to their strategies implemented. In every strategy application, the company has managed to magnify his own image, so finally created an icon and a kind of cult brand that shows the company’s philosophy and makes both customers and consumers become devotes, evangelist worshipers to the Apple’s religion.

Speculation, expectation… Loud noises at each Apple’s launch. The goal of any sales-marketing director. Just all the aims achieved by emphasizing three words: chic, elegance and snobbery which are current society’s favourites terms. In fact, what we can draw from this matters is that Apple’s all marketing strategies are focus on Elitist-Emotional-Marketing.

The main example is its brand icon: An apple.

There are many legends surrounding about why Mr. Jobs selected this fruit. At first, he said it was chosen because he really love to eat apples… Actually, we can find three different reasons about the brand, the choice and the strategies referred:

  • Positioning: The company’s name starts with an “A” that means first position in the list while, for instance, Windows in the bottom of the list.
  • Neuro-Marketing: Few studies affirmed that it is easy for people to associate computers with fruit (Still don’t know why). So the logo is easy to remember.
  • Emotional-Marketing: An apple causes good feelings, associate to health and zero conflicts..

In conclusion, Apple’s secret is to become another big company dividing its success, existing and triumphing through the power of marketing in business:

50% innovation & 50% strategic marketing

 

 

 

Andrea Gamero.