The science of branding: Neuro-Insight CEO Heather Andrew on brands and brains
Emotion is not enough, says Heather Andrew
When Cadbury’s drumming gorilla was unleashed in 2007, its soundtrack and surrealism allowed the confectioner to draw a line under its salmonella scare, and boosted sales by 9 per cent. But an entertaining advert is not enough. The role which branding plays within the advert is crucial, and creating a successful spot is highly complex.
“Ten or 15 years ago, brands would have had a good idea of their audience’s demographic, a reasonable idea of their behaviour. But they didn’t know how their audience thinks and feels,” says Heather Andrew, UK chief executive of Neuro-Insight, a market research firm which uses a team of neuroscientists to understand consumers and boost engagement.
What can neuroscience teach marketers?
Case in point: Aviva