Nicholas Corot strongly disagrees with this definition: "first, a lot depends on definitions. What you consider manipulation, I can call taking into account in the commercial activity of psychophysiological, neuro-and organoleptic reactions of the human body to external stimuli. By the way, at the household level, such techniques are used by absolutely all people. Moreover, today any kind of advertising appeals to human emotions and "pushes" his feelings of duty, love, etc. But this is not considered manipulation. And, secondly, neuromarketing is only a Toolkit, a set of methods created through statistical processing of data obtained in the course of psychophysiological research. It answers the how, but never the why, like any empirical study."
It seems that the aura of mystery and semi-secrecy neuromarketing inherited. Experts say that closed laboratories for the management of collective consciousness and behavior, which were subordinate not only to the KGB, but also to the Central Committee of the Komsomol, actively worked in Moscow, Kostroma, Vladivostok and Gurzuf for several decades.
Applied psychology, which gave rise to neuro-linguistic programming, a variety of suggestive techniques in Commerce, as well as the effect of "25th frame" in advertising, served neuromarketing is not the best service. Many see in neuromarketing features of metaphysics, quackery and even quackery.
"Corot and Dymshits? Why not Kashpirovsky and Chumak?"
This is how my friend marketing practitioner reacted to the rating of the best marketers in Russia, published in a magazine.
"This attitude is not only to neuromarketing, but to any new technique that is not included in Russian University textbooks, I meet not for the first time, – sums up Corot. "After analyzing this situation with colleagues, we came to the expected conclusion: as a rule, the bearers of this opinion are people who have not created a single brand in their lives and generally have very far from reality ideas about brand management and branding."
However, Nicholas Corot does not deny his own guilt for the information poverty of this market: "Indeed, the producers themselves are largely to blame, as they are afraid to disclose their research in this area. But, in my opinion, it's time to open the door to the kitchen neuromarketer. I hope this will cool the "alchemical broth", which got neuromarketing, thanks to journalists and some scholars from marketing."
"Sales business / Sales" presents brand analysis of famous Russian brands by Nicholas Corot.
the consumer manipulation of neuromarketing subconscious
The brand "Babaevskiy" Problems of the brand
before "refresh" New target audience
"Babaevsky" several decades steadily associated with sound, but ordinary and everyday, Soviet products. This image of the brand "sovetikus" inhibited the development of the brand, restrained sales. New-traditionalists and open experimenters
The task that was set by the customer.
Qualitative studies have shown that a certain audience perceives the sound and the term " Babaevsky "as something" serious"," impressive","merchant". There was an idea to strengthen this image and bring the evidential characteristics through visualization (grapheme, concept, semiotic series, color).
It was necessary:
- to preserve the loyalty of the older generation to the brand, but to strengthen it, creating a sense of not just nostalgic emotion;
- "crystallize" the audience in terms of profitability: to keep the positioning on a stable middle, mainly-women-oriented synonymy of concepts such as "quality", " family»;
- to carry out, using design solutions, the idea of pre-revolutionary traditionality of the product "a La Paratov". To transfer the emphasized traditionality and quality into the non-political field of perception.
Brand new image
A solid brand that existed long before October 1917. This is not a Soviet brand, but a merchant, more precisely, a Russian one-beyond political changes. It is as good," true, " as a merchant's word. Its dignity - in russkosti, in conservatism, and means-in quality.
Solution from Neims
Semiotics
Such formative characteristics of a logo and block design of parts of packing which would be pleasant mainly to the senior generation of women (from 35 years) at different peaks of their consumer activity were chosen.
Oval horizontal shape is perceived most positively. "Subcortex" treats this form as a well-deserved comfortable state of temporary satisfaction and peace! The lower softened horizontal sweep band has been prescribed by the designers to emphasize the guarantee of rest!
It was important to emphasize not archaic, but traditions that live today. Figures "1804" - a kind of" direct speech " logo, which directly says that the tradition laid (this figure is as if in the Foundation of the building Babayev factory) long before the revolution of 1917.
Flowers. Main colors: gold, brown and blue. This combination of colors is interpreted as follows: "Calm down, we are our own, we are yours, we are the same; calm down, we are for the house. But for the house not for every day, but for a special occasion, for your home holiday.
In itself, the structural meaning of brown and blue as a color pair is quite simple: quiet affection and household ease. Behind this dry psychological formulation lies the expectation of peace after the elimination of physical discomfort.
Try to translate these lines into an ordinary picture: a woman came home from work after shopping and public transport! You don't need an interpreter anymore?
This is only the first of 12 consecutive interpretations in this series.