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. firstname.lastname@example.org
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.
Moscow, March 22nd: Shopper Marketing in Russia: Trends and Case Studies
Next Thursday, March 22nd, I will be in Moscow participating in the Shopper Marketing in Russia: Trends and Case event, which is organized by the business magazine Vedomosti with the support of POPAI Russia and the International Association for Marketing in Retail.
I will participate with a speech -as an introduction- and a workshop in which all the assistants will be able to learn on a practical way. What is usually known as learning by doing.
During my participation I will present methods and examples, based on neuroscience, to know how to devise an integrated retail system that please the brain. As a small advance, I can tell you that our efforts should not focus on trying to convince, but on making people feel. With this purpose, I will reflect how semantics, semiotics and imagination -among others- can help to create stores, websites and, ultimately, retail strategies that are brain-pleasing for clients.
This is the name of the article that I have written for the Esade Alumni Magazine Nº 157 (December 2017) to be published soon. The acquisition of Whole Foods by Amazon last summer seemed like a challenge for all those who thought that retail was coming to an end. Lately, there had been much talk about transformation that retail was experiencing and some experts even predicted that brick-and-mortar stores would disappear.
In this article I reflect on OnOff people’s lifestyle–it is not possible to differentiate the moments when they are online or offline–with the aim of understanding the current retail situation. I also make a brief historical overview to understand its evolution.
Basing on this reflection I would claim that, even within this OnOff context, the brick-and-mortar stores will continue to exist as long as people keep wanting to touch, hug and, ultimately, receive all kinds of stimulus to feel sensory experiences.
Neuromarketing World Forum, London: 29-31 March
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.