• Hi everyone, hope you are all well.
    I would like to know about any books/journals/etc which have been
    published in relation to neuromarketing (the use of MRI).
    I would also like to know if you can find some classic (varified)
    examples of marketing/brandings that have failed in history, such as
    when coca-cola released it new tase to compete with pepsi.
    I am willing to pay up to $30 for the answer to these questions.


  • Hey Martin,

    Couldn?t help but come outta the woodwork and throw a few links at ya for this topic. Hope there's something you can use.
    ?They Know What You Want? Emily Singer, New Scientist, 31 July 2004, Page 36-37
    http://www.newscientist.com/channel/being-human/mg18324585.700

    Research, August 2004, Issue 459, Page 16-17
    http://www.cognitiveliberty.org/issues/neuromarketing.html

    Synopsis of Neuromarketing Studies
    http://www.sutherlandsurvey.com/neuropsychology/2004/07/synopsis_of_rep.html

    Brodmann?s map of cytoarchitectonics (Area 10)
    http://www.umich.edu/~cogneuro/jpg/Brodmann.html

    ?Marketing to Your Mind?
    http://www.pbs.org/saf/1507/index.html
    http://www.pbs.org/saf/1507/features/marketing.htm
    http://www.pbs.org/saf/1507/resources/resources-1.htm

    Neuroco and Neurosense
    http://www.neuroco.com
    http://www.neuroco.com/NeurocoPDF.pdf
    http://www.neurosense.com
    http://www.corante.com/brainwaves/archives/2004/03/19/neuromarketing_goes_to_the_cars.php
    Dulux Paint
    http://www.rigby-research.co.uk/mmatters/?id=27
    http://www.brandchannel.com/papers_review.asp?sp_id=296

    Center for Neuroeconomic Studies
    http://www.pauljzak.com/index.php

    From CMO
    http://www.cmomagazine.com/press/shock/CMO_shock.pdf
    http://www.cmomagazine.com/index.html

    Lancet Neurology 2004 Feb;3(2):71 (not available online)
    ?Neuromarketing: beyond branding?

    Neuroscience of Investing
    http://www.richard.peterson.net/Neuroinvesting.htm

    Always a pleasure,
    ? V ?


  • Glad to have helped! Thank you for the 5 star rating and tip!
    Regards, Bobbie7


  • Thank you for your research, this has been a big help to me.


  • Hi Martin,

    It's nice to see you here again.

    Below you will find the results of my research for your queries.


    --------------
    Neuromarketing
    --------------

    Books

    Selling to the Old Brain: How New Discoveries In Brain Research Empower You To Influence Any Audience, Anytime (Library Binding) by Patrick Renvoise, Christophe Morin

    ?Finally a book that reveals what neuromarketing is all about, March 24, 2005
    Just a few months ago the word neuromarketing was unknown, but I finally got it while reading this book. It's all about that ancestral brain that we inherited from our evolutionary process. With this book neuromarketing opens up a new science to study and better predict the impact of sales and marketing messages.?
    ?The most recent books on the subject such as "How customers think" by G. Zaltman (Harvard Prof.) or the "Ancestral Mind" by Gregg Jacob (also from Harvard) or "Blink: the power of thinking without thinking" by Malcolm Gladwell all confirm the unconscious yet dominant nature of the "Old Brain" in the decision-making process. In fact a few years ago Bert Decker in "You've got to be believed to be heard" was one of the first author to touch on the importance of the "Old Brain"... yet he came short of creating a real model as developed in "Selling to the Old Brain".
    Amazon
    http://www.amazon.com/exec/obidos/tg/detail/-/0974348201/ref=pd_sxp_f/103-8989118-0440621?v=glance&s=books
    ----------------------------------------------------------------------------

    How Customers Think: Essential Insights into the Mind of the Market (Hardcover)
    by Gerald Zaltman
    Amazon
    http://www.amazon.com/exec/obidos/tg/detail/-/1578518261/qid=1120579830/sr=8-1/ref=sr_8_xs_ap_i1_xgl14/103-8989118-0440621?v=glance&s=books&n=507846
    Marketing interest in learning more about the brain has also been spurred by Jerry Zaltman?s landmark book, How Customers Think: Essential Insights into the Mind of the Market, which explores in some depth connections between the brain and marketing theory and practice. http://agelessmarketing.typepad.com/ageless_marketing/2005/03/brain_science_i.html

    ?Research in neuromarketing began at Harvard University in the late 1990's by marketing professor, Gerry Zaltman. Since then, Zaltman patented another neuromarketing technique called the Zaltman Metaphor Elicitation Technique (ZMET). Zaltman writes:
    ZMET probes beneath the surface to reveal "what people don't know they know" - the underlying motivations that influence a person's decision to buy a product or form an opinion. Because approximately 95% of all thought occurs in the unconscious, most of these factors are missed by traditional research methods.? http://www.wisegeek.com/what-is-neuromarketing.htm

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    The Ancestral Mind: Reclaim the Power (Hardcover)
    by Gregg D., Ph.D. Jacobs
    http://www.amazon.com/exec/obidos/tg/detail/-/0670032174/qid=1120579924/sr=8-1/ref=sr_8_xs_ap_i1_xgl14/103-8989118-0440621?v=glance&s=books&n=507846
    ----------------------------------------------------------------------------

    Blink : The Power of Thinking Without Thinking (Hardcover)
    by Malcolm Gladwell
    http://www.amazon.com/exec/obidos/tg/detail/-/0316172324/qid=1120579989/sr=8-1/ref=sr_8_xs_ap_i1_xgl14/103-8989118-0440621?v=glance&s=books&n=507846
    ----------------------------------------------------------------------------


    Books on Neuromarketing and related subjects

    Gregg D., Ph.D. Jacobs: The Ancestral Mind: Reclaim the Power

    Richard Dawkins: The Selfish Gene

    Patrick Renvoise and Christophe Morin: Neuromarketing: Selling to the Old Brain for instance success
    Burt Decker: You've Got to Be Believed to Be Heard

    Gerald Zaltman: How Customers Think: Essential Insights into the Mind of the Market

    Steven Johnson: Mind Wide Open: Your Brain and the Neuroscience of Everyday Life

    Spencer Wells: The Journey of Man: A Genetic Odyssey

    William H. Calvin: A Brief History of the Mind: From Apes to Intellect and Beyond

    Jean Carper: Your Miracle Brain: Maximize Your Brainpower, Boost Your Memory, Lift Your Mood, Improve Your IQ and Creativity, Prevent and Reverse Mental Aging
    BARBARA STRAUCH: The Primal Teen : What the New Discoveries about the Teenage Brain Tell Us about Our Kids
    A link to each book is provided at this link:
    http://www.neuromarketing.blogs.com/


    ----------------------------------------------------------------------------


    'Neuromarketing' Must-Read Books

    Giep Franzen: The Mental World of Brands
    Out of print but used copies are available from Amazon.

    Erik Du Plessis: Advertising and Our Brains
    (Forthcoming in English), published in Dutch by Samson,Alphen aan den Rijn 2001
    http://sutherlandsurvey.typepad.com/neuropsychology/


    ----------------------------------------------------------------------------


    Neuromarketing : le nerf de la vente
    http://oracleweb2.vigie.qc.ca/catalogues/plsql/cat_hecsearch3.det_produit?p_id=85154&p_entete=TIT_librairie.gif%09

    ========
    Journals
    ========

    Neuron, Vol. 44, 379?387, October 14, 2004,
    Neural Correlates of Behavioral Preference for Culturally Familiar Drinks
    Download full text here:
    http://www.hnl.bcm.tmc.edu/articles/Read/McClureLi2004.pdf

    Google Scholar provides a wealth of links to informative resources about neuromarketing http://scholar.google.com/scholar?q=neuromarketing&ie=UTF-8&oe=UTF-8&hl=en&btnG=Search

    From the Center for Bioethics - University of Minnesota:

    ?Another use for fMRI, neuromarketing, takes advantage of its ability to determine a subject's positive or negative response to visual images. The machine can even characterize the response. For example, it can determine whether a positive response is warm and personal, such as one we might have when greeting an old friend, or more abstract, such as that of viewing a sunset. The fMRI is now being used to study responses of human test subjects to movie trailers, different makes of cars, and brands of cola.
    Both American and European marketing agencies are developing fMRI neuromarketing techniques.? http://www.bioethics.umn.edu/resources/topics/neuroscience.shtml


    ========
    Articles
    ========

    Two recent articles have attracted considerable attention among my colleagues. Last week U.S. News and World Report cover story was ?Mysteries of the Mind? by Marianne Szegedy-Maszak. The article told about researchers? findings that 95% of mental activity involved in a decision occurs outside of consciousness. Considering that most marketing concentrates on the conscious mind, that?s a notable finding to say the least. The other article appeared in the Los Angeles Times, ?Searching for the Why of Buy? by Robert Lee Hotz. Ponder this statement Hotz makes when discussing what brain imaging was telling researchers.? http://agelessmarketing.typepad.com/ageless_marketing/2005/03/brain_science_i.html

    Here are the links to these articles.

    Mysteries of the Mind
    Your unconscious is making your everyday decisions
    By Marianne Szegedy-Maszak
    2/28/05
    http://www.usnews.com/usnews/health/articles/050228/28think.htm


    MAPPING THE MIND
    Searching for the Why of Buy
    Researchers scan for insight into how marketing may brand the brain's preference for products and politicians. February 27, 2005
    http://www.latimes.com/news/science/la-sci-brain27feb27,0,3899978.story?coll=la-home-headlines

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    PHD Media Canada is one of the first companies to use the technique in Canada.

    ?Brain scan technology, such as functional MRIs, shows which parts of the brain are activated by impulses. Some marketers theorize that since the scans suggest positive or negative reactions, the technology can help them to fine-tune their message.
    "Right now, media tools are pretty much limited in terms of how to reach people," said Fred Auchterlonie, vice-president of PHD Media Canada, one of the first companies to use the technique in Canada.? http://www.cbc.ca/story/science/national/2005/06/13/neuro-marketing050613.html

    PHD Media Canada Website
    http://www.phdca.com/

    ----------------------------------------------------------------------------

    "Journey to the Center of the Mind" available from BusinessWeek Online at http://www.businessweek.com/magazine/content/04_16/b3879103.htm ----------------------------------------------------------------------------

    A Brave New Branding
    The emergence of neuromarketing
    ?By Barb Jacobs, Utne.com
    March 3, 2005 Issue
    http://www.utne.com/webwatch/2005_188/news/11589-1.html


    ----------------------------------------------------------------------------


    The Why of Buy
    Theory says we are rational about money. But brain-probing scientists are discovering otherwise By ERIC ROSTON
    http://www.time.com/time/insidebiz/article/0,9171,1101040308-596161,00.html

    ----------------------------------------------------------------------------

    For more on neuromarketing, see: " Inside the mind of the consumer" from The Economist, Jun 10th 2004 http://www.economist.com/science/tq/displayStory.cfm?story_id=2724481&tranMode=none

    ----------------------------------------------------------------------------
    "Buy This" from Scientific American Mind:
    http://www.sciammind.com/article.cfm?&articleID=000103C9-5F07-128A-9DD683414B7F0000 ----------------------------------------------------------------------------

    Neuromarketing
    http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/etc/neuro.html


    ----------------------------------------------------------------------------


    Brainstorming: Neuromarketing seen as way to boost product appeal
    February 25, 2005
    Andreas von Bubnoff / Monterey Herald
    http://www-psych.stanford.edu/~span/Press/bk0205press.html

    ----------------------------------------------------------------------------

    Marketers see riches in brain data
    February 6, 2004
    Carrie Peyton-Dahlberg / The Sacramento Bee
    http://www-psych.stanford.edu/~span/Press/bk0204press.html


    ----------------------------------------------------------------------------


    Brain scientist warns of neuromarketing limitations
    Baroness Greenfield questions the usefulness of fMRI scans to help sell products
    http://www.research-live.com/index.aspx?pageid=30&newsid=768


    ----------------------------------------------------------------------------

    Also, for more on neuromarketing, see Technorati http://technorati.com/tag/neuromarketing


    ===========================================================



    Here is a list of marketing or branding failures.

    OK Soda
    "OK Soda, another soft drink manufactured and marketed by The Coca-Cola Company. Specifically targetted at Generation X, they attempted to use subtle and ironic advertising messages. The product was only released in select test markets, where it did not do well."

    Arch Deluxe
    "The Arch Deluxe was McDonalds' attempt to market burgers to the adult fast-food consumer. Consumers were turned off by the unconventional ads and the high price; consumer groups were put off by the higher caloric content of the new burger."

    McDonalds pizza
    "McDonalds' 1989 and 1994 attempts to serve pizza"


    Dasani
    "Dasani, Coca-Cola's brand of bottled water, was a flop in the UK after it emerged. It was essentially just Sidcup tap water, treated to make it more pure but in fact containing high levels of bromate."

    Crystal Pepsi
    "Crystal Pepsi was Pepsi's answer to New Coke The Betamax VCR system - after some initial success it was soundly beaten in the marketplace by VHS. Betamax failed in part because it was not an open standard."

    Digital Compact Cassette
    "The Digital Compact Cassette - a format introduced by Philips, which lost out to Minidisc and CD-R"

    DIVX
    "DIVX (not DivX, the video codec), a take-off on DVD that required users to pay per viewing. DIVX backer Circuit City, a retail electronics giant, lost about $200m over the fiasco"
    See the complete list here:
    http://flop.biography.ms/



    Lymeswold cheese
    Lymeswold cheese is a UK cheese variety, which is much like Brie.
    It is widely considered to be a flop.
    http://www.biography.ms/Lymeswold_cheese.html


    Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time
    Matt Haig

    Contents of Brand Failures
    Part 1. Introduction
    Why brands fail
    Brand myths
    Why focus on failure?

    Part 2. Classic failures
    1. New Coke
    2. The Ford Edsel
    3. Sony Betamax
    4. McDonald's Arch Deluxe

    Part 3. Idea failures
    5. Kellogg's Cereal Mates
    6. Sony's Godzilla
    7. Persil Power
    8. Pepsi
    9. Earring Magic Ken
    10. The Hot Wheels computer
    11. Corfam
    12. RJ Reynolds' Smokeless Cigarettes
    13. Oranjolt
    14. La Femme
    15. Radion
    16. Clairol's 'Touch of Yoghurt' shampoo
    17. Pepsi AM
    18. Maxwell House ready-to-drink coffee
    19. Campbell's Souper Combo
    20. Thirsty Cat! and Thirsty Dog!

    Part 4. Extension failures
    21. Harley Davidson perfume
    22. Gerber Singles
    23. Crest
    24. Heinz All Natural Cleaning Vinegar
    25. Miller
    26. Virgin Cola
    27. Bic underwear
    28. Xerox Data Systems
    29. Chiquita
    30. Country Time Cider
    31. Ben-Gay Aspirin
    32. Capital Radio restaurants
    33. Smith and Wesson mountain bikes
    34. Cosmopolitan yoghurt
    35. Lynx barbershop
    36. Colgate Kitchen Entrees
    37. LifeSavers Soda
    38. Pond's toothpaste
    39. Frito-Lay Lemonade

    Part 5. PR failures
    40. Exxon
    41. McDonald's -- the McLibel trial
    42. Perrier's benzene contamination
    43. Pan Am
    44. Snow Brand milk products
    45. Rely tampons
    46. Gerber's PR blunder
    47. RJ Reynold's Joe Camel campaign
    48. Firestone tyres
    49. Farley's infant milk

    Part 6. Culture failures
    50. Kellogg's in India
    51. Hallmark in France
    52. Pepsi in Taiwan
    53. Schweppes Tonic Water in Italy
    54. Chevy Nova and others
    55. Electrolux in the United States
    56. Gerber in Africa
    57. Coors in Spain
    58. Frank Perdue's chicken in Spain
    59. Clairol?s Mist Stick in Germany
    60. Parker Pens in Mexico
    61. American Airlines in Mexico
    62. Vicks in Germany
    63. Kentucky Fried Chicken in Hong Kong
    64. CBS Fender
    65. Quaker Oats' Snapple

    Part 7. People failures
    66. Enron
    67. Arthur Andersen
    68. Ratner's
    69. Planet Hollywood
    70. Fashion Caf
    71. Hear'Say
    72. Guiltless Gourmet

    Part 8. Rebranding failures
    73. Consignia
    74. Tommy Hilfiger
    75. BT Cellnet to O2
    76. ONdigital to ITV Digital
    77. Windscale to Sellafield
    78. Payless Drug Store to Rite Aid
    79. British Airways
    80. MicroPro

    Part 9. Internet and new technology failures
    81. Pets.com
    82. VoicePod
    83. Excite@Home
    84. WAP
    85. Dell?s Web PC
    86. Intel's Pentium chip
    87. IBM's Linux graffiti
    88. boo.com

    Part 10. Tired brands
    89. Oldsmobile
    90. Pear's soap
    91. Ovaltine
    92. Kodak
    93. Polaroid
    94. Rover
    95. Moulinex
    96. Nova magazine
    97. Levi's
    98. Kmart
    99. The Cream nightclub
    100. Yardley cosmetics
    http://books.global-investor.com/books/16899.htm?ginPtrCode=00000&identifier=


    Search terms used:
    Brands, marketing, failures, flops, neuromarketing, books journals


    I hope this is helpful.

    Best regards,
    Bobbie7