Neuromarketing: forget about Descartes if you haven’t yet


Considering ourselves at the top of the evolution, we tend to believe that what makes us different, our mental capacities, constitutes our essence. That’s why many of us continue to believe that the way we function is Think-Do-Feel. This paradigm is a logical consequence of Decartes cogito ergo sum, I think so I am, which has dominated the western world for centuries.

Over the last decades, neuro-scientists have made great progress to understand how the brain works. The result of their research is the opposite of what the Descartes paradigm has imposed: FEEL-DO-THINK. Yes, emotions always come first. Or if you like, thinking is a result of an emotion. Emotions are the motor and provide the energy and orientation to the thinking.

Marketers who are focused on customer behavior are concerned with these new findings. By integrating the results of neuroscience they can shift their paradigm too. It is not what people think about a product that is important, but what people feel about the product and it is measurable!

This new approach has a name: Neuromarketing. Neuromarketers integrate emotional parameters based on scientific evidence in the analysis of customer behavior. How they do this you can see on this video http://www.youtube.com/watch?v=-JXyhJYsFbQ. It is a 49 min video, but as often the first 10 min are largely sufficient to get the main message from it.

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About Bart Norré

Marketing and strategy are my passion since more than 25 years I perceive marketing as a profound human dynamic: emotions are the core subject of marketing. That’s why I am strongly interested in Neuromarketing and NLP. I love start-ups and believe in pioneership. As an executive manager I was involved in two famous start-ups in Fribourg, Switzerland. The IMTF group that evolved from 7 to 250 headcounts during my leadership of the company’s marketing strategy and Dartfish SA that has today sold more than 150’000 licenses of the software conceived and marketed by the department I led. 2003 I understood that my proficiency would bring more to society if it would become available to more than one company at once. The 3rd of March 2003 (03.03.03), TM Tandem Marketing was born with the mission to deliver integrated services and coaching to SMB’s. I love to share my passion and beside my two blogs (French and English) I teach at the School of Management in Fribourg and the University of Applied Sciences and Art of Western Switzerland.
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