Marketers are becoming increasingly sophisticated in the ways they leverage understanding of how the brain works to build competitive advantage.
20 years ago most marketing positioning, segmentation and communication was based around demographic factors, but we have been increasingly understanding the linkages between a whole range of factors and individual behavior in a rang of circumstances as we have been able to collect and analyse data. This understanding has evolved to the point where the old fashioned demographic segmentation and positioning now looks like a Model T in the 2012 Paris motor show.
The evolving marketing skill is understanding how the brain works in order to gain commercial advantage, work that is based on academic medical research. But this research is just conforming what good marketers have known for some time, albeit intuitively. Simon Sinek’s simple “Why What How” presentation that has garnered almost 10 million YouTube views is just a marketers interpretation of Neuromarketing being applied.