You studied brain research and wrote your dissertation on the subject of neuro-communication. So how does advertising work on our brain? What are the processes that play out there?
What’s clear is that advertising works differently from how we used to believe it did. The secret seducers are dead as a doornail and “buy buttons” remain elusive, even with the 7 Tesla scanner.
The bad news: Constantly new and colourful campaigns make far less of an impact than some of the more boringly presented brands.
The good news: If you make the effort, it’s possible to use lots of creativity to achieve at least a certain level of attention.