I remember a brand like it was yesterday…

Dalibor Šumiga Behavioral marketing/Neuromarketing, Marketing

What does our brain do while we’re asleep? It sorts out all of the information it gathered during the previous day, analysing them, filtering and storing them into long term memory. But not all of them… According to a study by a scientist from the University of Columbia, the brain prioritises positive, “high rewarding information”, discards neutral and irrelevant information …

Can a branding campaign without TV ads be successful?

Dalibor Šumiga Behavioral marketing/Neuromarketing, Marketing

Digital or TV? What brings a bigger benefit to brands? Everyone has their arguments, but I’ve yet to hear of someone trying to execute a digital campaign with the length and budget that’s standard for a TV campaign…… Maybe it depends on the industry, maybe it depends on seasonality, maybe on the demographic, but it’s all just a “maybe” until …

Neuromarketing and neuroscience are not the same thing

Dalibor Šumiga Behavioral marketing/Neuromarketing, Marketing

Or at least they shouldn’t be… There was a recent article which stirred up quite the fuss; in it, neuroscientist Jared Cooney Horvath came down hard on neuromarketing and experts who practise this type of marketing. The claims he made are completely at odds with practically everything neuroscience has given to mankind in the last few decades. The response to …

Demographic – an extinct notion in marketing?

Dalibor Šumiga Behavioral marketing/Neuromarketing, Marketing

Digital persona…Archetypes… Two very popular terms when it comes to planning marketing strategies. But, what happened with demographic? Some say that data has become superfluous; it doesn’t matter where you live. What does matter is your behavioral patterns, what matters is “small data”, your habits that can very often be tracked through online behavior. GRAIN OR RICE? While residing in …

Advantage of the home field – the story about Ajax and the sales

Dalibor Šumiga Behavioral marketing/Neuromarketing, Marketing

To build a business means to negotiate. If you’ve dedicated a certain amount of time (or your whole life) to that hobbie, you must have read or attended a seminar where you learned small negotiating tricks – where to sit, what to communicate, the importance of small talk, different traditions on different markets, etc… In this article I’ll speak about …