Google Search

Media stories of late have talked up the stories of Google competitors making inroads into search.  Stories include the usual suspects; Yahoo, Microsoft as well as a ‘scientific upstart’, Wolfram.

As many challengers as Google may have, none of the  contenders, including Google, have done anything new for a considerable period of time.  Search, just like the mathematical variant that appears to be proposed by Wolfram, is in a backward facing reality.  These words were popular yesterday.

Google and others would have you believe that if you stake a claim in yesterdays fashion, you will win tomorrow.  On the other hand this statement would be considered absurd by almost every perveyor of fashion or any other product or service.  Yet when Google says it, everyone believes.

To those who belive I suggest two stories;  “The Emperor Has No Clothes” (gentle) and its original source “The Three Thieves” (raw & real).

Cheers,

Nick www.neuropersona.com

Web Stories

Amazing TED talk on the stunning value of stories and platforms designed to tell and mine stories.

http://www.ted.com/talks/view/id/144

Cheers,

Nick www.neuropersona.com

Ocean Nutrition Takes Omega 3 Awareness to New Heights – Nutraceuticals World

Food and awareness, an interesting view.

Ocean Nutrition Takes Omega 3 Awareness to New Heights – Nutraceuticals World   Posted using ShareThis

Cheers,

Nick www.neuropersona.org

NEUROMARKETING STRATEGY

If we want to serve our clients then ALIGNMENT of  Persona to our strategy is the objective and the STORY LENS is the tool.  A Persona represents buyers and our Strategy aligns our assets for profitable sales. 

  • A Persona mask helps us serve buyer needs ->ANALYTICS or numbers keep us on track.
  • A Strategy aligns our Enterprise assets to sell to Personae ->STORIES guide us.

BALANCE occurs where Description meets Perspective when using two common tools:

  • STRATEGY where Description trumps Prescription–>Clients know their business best
  • ANALYTICS where Perspective trumps Precision   –>Clients change so quickly that Precision kills.

Cheers,

Nick www.scenario2.com

GO for IT! Ideas, Innovation and Strategy.

Ideas are cheap, until they can be created into a tangible thing that is needed or wanted by people.

How do we make an Idea real?  Stories.  Each idea has a story and for ideas whose time have come, those stories drive processes and action.  Once an idea has manifested then it is measured.  Simple, yes it is.

GO for IT! Find BIG IDEAS and use our Story Lens to connect it to the number of the market, buyers and sellers.

Cheers,

Nick www.scenario2.com

Marketing Poison “Our next release does more!”

Does your competition follow you around and say–‘we do that, that’s old news and it will be obsolete with our new release, next month’ ?

It sounds simple minded but this is an extremely effective marketing positioning technique and responding ‘sticks and stones’ will not lessen its effectiveness–it is Marketing Poison.  Your competition is attaching a poisonous story to your brand and if you don’t respond carefully with  a solid story behind your response you will lose the sale more often than not.  Worse than that the old client will be a standard bearer for the poisonous story to many others.  Consider this effective response to Marketing Poison:

1.  Ensure your products serve different Persona, not different Customers

2.  Synchronize your marketing stories to Personae served and your specific product values.

3.  Connect the dots between your company, your product and Personae that your serve.

Competitors will claim they provide the better value either today or ‘real soon now’ and only an educated customer will be able to cut through the Marketing Poison quickly and effectively.  To be even more effective at combating Marketing Poison find solid numbers to back up the your stories, though it is critical to remember that if you lead with numbers more often than not your competitor will find better numbers, I guarantee it.  The value of products can be determined, communicated and delivered to your customers with a simple tool called the Story Lens. Numbers are only one of five components, the others are story based.

One caveat, educating the customer around Persona and product value is an important part of marketing and selling BUT educating the customer as to why they need your product is poisonous and leads to my favourite quote–education KILLS…the teacher.  The difference is subtle but the result could be leathal.

Cheers,

Nick www.scenario2.com

NeuroMarketing wins USA Election!

Neuromarketing as a concept is very old but has been brought to life in a new incarnation for the benefit of consultants selling their wares to motivated sellers, including politicians.  It is HOT, HOT, HOT.

In the old days they put Coke and Pepsi in two paper cups, asked someone to try both and say which they liked better.  Today they don’t believe the person but would rather stuff them in an MRI machine and determine which part of their brain is brighter to find out if they say what they really feel.

Last election did you see polsters nudging willing people into MRI machines, and what would they learn?

I am a storyteller and I know that many different stories can trigger the same response.  The stories can even be polar opposites like funny and sad.  How is this possible?  Pespective and measure provide an answer. 

Start with a perspective of a Persona or a mask made up of Stories and Processes.  Now let’s add a couple of extra elements–Software, Brand and Measure.  These five items are a tool I call the Story Lens.  Now consider than completely different stories may have different impacts across somebody’s Story Lens.  I am sure that it won’t take you much time to think of two stories in your life that cause the same reaction.

Jamming somebody into an MRI is being taken so seriously that Neuromarketing is being heavily promoted as a secret politcal weapon in the USA.

Gosh, I wish I had one of these when I was guessing the number of jelly beans in the jar.

Cheers,

Nick www.scenario2.com

Neuromarketing Beast Cripples Detroit

THE DETROIT NEWS Monday January 6, 2003
“Your car is the message. So Sexy beats Utilitarian.”
… This is where the future of cars is going in America. More reptilian sexy cars and trucks, not more boring, fuel efficient small anonymous vehicles. Why? The reptilian always wins.”

Does this sound like Neuromarketing?

Just like Detroit, some Neuromarketers seek ways to stimulate the Reptilian brain to make a person buy. The Japanese marketers, unlike the Detroit marketers, countered with a little bit of Reptilian and a lot of quality for the price.

Guess who won?
The Detroit three are looking for cash and a way out of commercial and social contracts.

Is Neuromarketing to blame?
Neuromarketing is measurement technique and like most measures it is backward facing. Neuromarketing looks at the past and assumes that it will repeat. It might have been used effectively to complement quality as it was used by the Japanese.

We can explore positive ways to explore and employ Neuromarketing here.

Cheers,

Nick
http://www.scenario2.com

Neuroscience Marketing–does neuromarketing matter?

In the Minority Report with Tom Cruise advertising billboards talk directly to the brain and Buy-ology attempts to make you believe that MRI scanners can reveal the true feelings of people, not what they say, but what they truly feel.

What does this mean?  Well, in my view, old wine in new bottles.

GSK sponsored a survey done by BUYOLOGY that attempts to connect the excitement in the brain after it is stimulated with messages, scents and sounds in an attempt to determine how a person perceives a message.  One of the ‘stunning’ findings is that when there are different, congruent and simultaneous stimuli people will remember messages compared to almost no memory of traditional advertising.

Ho hum.  This is simply not as advanced as the findings a couple of thousand years ago by different cultures around the world. 

See http://neuropersona.wordpress.com

Cheers,

Nick www.wordpress.com