Over the last few years there has been a ground swell of evidence that has shown that the most successful brands, those that deliver more sales and grow, are the brands that make themselves more ‘mentally available’ than the competition.
But how effective is modern marketing at delivering this?
The answer, it would appear, is not very. Byron Sharp, in a rather open attack on modern marketing, compares its efficiency to the archaic and entirely ineffective medical practice of blood-letting. Referring to some rather startling figures, he points out that from a survey of 843 advertising campaigns in 43% of cases consumers were unable to correctly identify, which brand the advertising was supposed to be supporting!
So, in an attempt to make sure we are not metaphorically bleeding anyone unnecessarily, Vizeum has been working with neuroscientist Jack Lewis (Ph.D.) of Neuroformed, to identify better ways of communicating, based on how our brains really work.
This has resulted in ‘The S.C.I.E.N.C.E of brand growth’, which comprises 7 principles to help brands drive growth through communications.
FOR THE FULL REPORT, PLEASE CLICK HERE: The Science of Brand Growth
By Ian Edwards, Managing Partner – Head of Strategy