Endless corn fields in front of your eyes: so much corn that after a while looking at the same landscape, it doesn’t seem nothing especially exciting and becomes ‘invisible’.
The same thing also happens in business: when there is a lot of something and it all looks the same, people don’t see it. In business, the corn would be what we call a commodity.
While selling a commodity may be relatively easy, the commodity zone is a tricky place to be at: it is a fruitful ground for price wars.
However, the good news is that a commodity can be turned into something much more interesting. Based on Fernando Trias de Bes, people are ready to pay more for a product that is perceived both desirable and scarce. In order to do that, we have to create a brand.
A brand is a mental representation in people’s minds. Once we understand how a brand works in people’s brains, we can also tap into the neuroscience-based methods to better manage those mental brand perceptions.
You can read my analysis on how that can be done in practice in my latest post ‘How to turn a Commodity into a brain-pleasing Brand?’.
Find it here.
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I apply neuromarketing strategy to retail and marketing innovation. I practice this is two fields: in the academia, as an associate professor at ESADE, and in consulting as partner at m+f=! marketing catalysts. During the 41 years of professional experience I have been fortunate to practise my specialisation in 31 countries. email@example.com
The Gimnàs de la Visió, one of the winning initiatives on the Premis Talent 2018.
Last July, the 4th edition of the Premis Talent de Barcelona i Catalunya was held. This award was organized by the Welcome Talent Society in order to gather and recognize companies and people who stand out for their talent.
The several awards were organized by categories such as mobility, tourism, commerce or the environment. The nominees for each category were companies from different sectors that have recently devised an innovative project.
The initiative Gimnàs de la Visió of Federòptics Roure, which I was fortunate to accompany at the beginning, won the prize in the category of innovative companies in commerce. A few months ago, in this blog, I reflected on this innovative proposal
If you are curious to know what we did in the EsadeCreapolis Retail Bootcamp, do not miss the summary video
The “Changing the game of Retail” bootcamp organized by EsadeCreapolis Retail Forum, an facilitated by myself, brought together executives and directors of companies that were putting into practice innovative methods to apply in retail.
They were 3 intense days, in which we were immersed in an environment of creativity and innovation. The participants were fully involved in this experience, in which they not only learned new methods, but put them into practice. In addition, we have the inspiring interventions of several gurus.
In the video, some of them tell us how they lived this experience, what they felt and what they learned
June 6th – 8th. Retail Bootcamp: Changing the Retail game. ESADECreapolis Sant Cugat (Barcelona)
Do you consider yourself an open-minded executive willing to learn new methods to innovate in retail? If so, you have the opportunity – on June 6, 7 and 8 – to participate in the Retail Bootcamp: Changing the Retail game.
This meeting, in which I will be the facilitator, pretends to be an immersive experience and its format will be similar to a workshop. In this way, participants -a small group of Game Changers- will learn by experiencing the most cutting-edge methods, in order to develop innovation in retail. These will be, for sure, intense sessions full of rigour and also fun.
If you also think that retail needs some fresh air and that it is the time to invent new games, I will be very happy to share this transformative bootcamp with you.
Next Monday, at 19.00h, I will be at the Cambra de Comerç de Lleida (Lleida Chamber of Commerce) collaborating in the book presentation of the businessman and consultant Jordi Tarragona.
In this meeting, there will be a debate on family business, thus introducing the theme of the book. In it, Tarragona helps us to understand the nature of a family business and to learn how to manage it successfully. The book is a practical guide that presents some of the main issues that should be taken into account when managing a business of this type.
The event will bring together the author himself, the President of Cambra Oficial de Comerç i Indústria (Official Chamber of Commerce and Industry), Joan H. Simó, and the President of Associació Empresa Familiar de Lleida (Association of Family Business), Tito Tarragona.
Hoogeveen (The Netherlands), April 5th: International City Retail Experience
Next Thursday, April 5th, I will be a speaker at the event I International City Retail Experiencez held in Hoogeveen (The Netherlands). The conference is organised by Retailink, a project that involves 10 European cities with the aim of devising innovative strategies to improve the retail in medium and small cities.
I will start with a brief introduction and, then, I will give a talk that will be highly interactive. My speech will be called Shaping a brain-pleasing city-retail solution.
During the session, I will share some methods -based on neuroscience- to build customer loyalty for city retail centers. In my view, the development of strategies that please the customers’ brain by focusing on customer centricity and wellbeing, will contribute to a greater customer loyalty.
Neuroscience confirms it: customers are lazy — also in B2B!
I will be a speaker at the 6th Neuromarketing World Forum held in London 29-31 March 2017. On Friday 31 March I will be talking about neuromarketing in B2B and how to avoid business customers’ tiredness when dealing with purchasing information.