Having such a strong brand, that you don’t even have to use your logo in advertising materials anymore. 

McDonald’s suggested to be such a brand. At the end of 2014, they launched their gutsy ‘no-logo’ campaign, followed by multiple similar campaigns that did not display their logo. What these advertising materials did contain? Iconic products and a minimalist design. Because, as Pete Heyes, creative director of the advertising company behind McDonald's, said, "McDonald's is a leader."

With the upsurge of neuromarketing research, it’s more and more common for marketers to let brain waves optimize their ads, stores, products and websites. In order to do so, the research method used most often is Electroencephalography (EEG). This is a method that captures brain activity by isolating electrical activity through electrodes on the scalp.  

We have some shocking news for you.

1 out of 5 advertisements causes a drop in sales (Jones, 1995). Think about it; you just spent millions of dollars on media budget to broadcast the perfect ad. But after several months of airtime for your masterpiece on national TV, you don't see the numbers soar. 

What is neuromarketing exactly? Is it always research? Or is it also the application of insights from psychology?

It can be quite a job to get a good overview of this beautiful field. But don't worry, that's why we wrote this 'fundamental blog' for you. From here you get a concise overview of everything around 'neuro', with links to pages that go into more depth.

From research, to training, and our favorite insights. You have come to the right place!