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It is not a secret that IKEA is changing its…
This week, I have the privilege to be in Asebuss Business School (Bucharest) offering a Brain-Pleasing Marketing Workshop.
It will be two intense days sharing with open-minded professionals the methods to create a positive sentiment and the customers’ sustained preference towards a brand, on the basis of how the brain works.
Asebuss Business School has a strong international approach since, among other things, has established partnerships with universities from The United States. This business school offers business education programs shaped by an innovative and continuously improved teaching methodology.
Moreover, I have had the privilege to be interviewed by Cariere journal, one of the most well-known business magazine in Romania.
Rome has turned, for a few days, into the Neuromarketing Capital of the World. The Neuromarketing Science & Business Association (NMSBA) has chosen the Italian city to host the eighth edition of the event Neuromarketing World Forum 2019.
During these days, I will be attending different conferences delivered by some of the most relevant experts in the sector, with the aim of learning and getting inspired with the latest innovations in the neuromarketing field.
Some of the issues to be addressed will be: understanding shopper behavior, updates on neuromarketing techniques or the relationship between the academia and the industry in neuromarketing.
Next Friday 1st February, the m+f=! team will have the privilege to welcome in our office a group of students of the postgraduate course on Behavioural Business from the RMIT (Royal Melbourne Institute of Technology).
We look forward to receiving them, since RMIT is a global university of technology, design and enterprise that enjoys an international reputation.
The m+f=! team will share our methods with them so that they can see how we use the theoretical knowledge, based on neuroscience, psychology or sociology, among others, to transform businesses.
‘Retail patterns’, ‘customers in retail’, ‘retail crisis’… We hear the word retail all the time. But, can we talk about retail like this? As if it was one only homogeneous thing?
Some weeks ago, a group of people met at Esade Creapolis to debate about the customers’ behavior in retail. This workshop gathered experts such as César Velencoso (Kantar) and David Imbernon (IKEA), who shared the latest trends and methodologies in the retail sector.
In my case, I dedicated the main part of my intervention to differentiate between ‘consumer goods brands’ and ‘destination brands’. Between one category and the other there are a lot of differences and, therefore, the way in which customers make their purchasing decisions are very different too. Their attitude and expectations are not the same. Considering this, every brand should seriously consider in which of the two groups they want to -or can- be.
This is clearly a hot topic, and I have the intuition that in the near future there will be a lot of discussion about it.
The Shopper Brain Conference will celebrate its 10th edition from 7th-9th November in Amsterdam. As at previous editions, I will participate in this event as a speaker.
For three days, experts in neuromarketing from all over the world will be meeting to talk about human behavior and the brain in a marketing perspective -among other things-.
On this occasion, my conference will be based on a specific project: a retail store in which I have collaborated as a catalyst. In this way, the audience will see the making-of process of this successful project and will learn about the brain-pleasing methods involved. As I will explain in my intervention, even small retail companies can use these methods to get customers’ preference.
Once again, attending this event organised by The Neuromarketing Science…
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