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Construir una marca con métodos de neurociencia | Lluis Martinez-Ribes
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28/05/2018
0
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||||| 0 n |||||
3170

Construir una marca con métodos de neurociencia


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Campos infinitos de maíz delante de tus ojos: tanto maíz que después de mirar el mismo paisaje durante un rato, ya no parece nada fascinante y se acaba convirtiendo en “invisible”.

Lo mismo ocurre en los negocios: cuando hay mucho de lo mismo y todo tiene la misma apariencia, la gente no lo ve. En el ámbito de los negocios, el maíz sería una “materia prima”, lo que en inglés se conoce como “commodity”.

A pesar de que vender materia prima puede ser relativamente fácil, estar en este sector puede ser difícil: es un terreno fructífero para la guerra de precios.

No obstante, la buena noticia es que la materia prima se puede convertir en algo mucho más interesante. Según Fernando Trias de Bes, la gente está dispuesta a pagar más por un producto que se percibe como deseado y escaso. Para que esto ocurra, tenemos que crear una marca.

Una marca es una representación mental en la mente de las personas. Una vez entendemos cómo funciona una marca en el cerebro de la gente, podemos utilizar los métodos basados en la neurociencia para gestionar mejor estas percepciones mentales de las marcas.

Puedes leer mi análisis sobre cómo esto se puede poner en práctica en mi última publicación “Cómo convertir algo banal en una marca agradable al cerebro”.
Lo puedes encontrar aquí.

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