tag:blogger.com,1999:blog-4978317550824710167.post564009540936625965..comments2023-06-11T17:28:22.159+03:00Comments on Costas Kataras BLOG: What Brands are Doing to Our Brains?Unknownnoreply@blogger.comBlogger2125tag:blogger.com,1999:blog-4978317550824710167.post-9716504021618774252011-09-20T22:25:31.669+03:002011-09-20T22:25:31.669+03:00Below copy of the comment from a LinkedIn friend:
...Below copy of the comment from a LinkedIn friend:<br /><br />This article provides an interesting paradox, I think, but one that will continue to feel a bit "fuzzy" to members of the marketing/advertising community. We've always used resources beyond our own instincts to find the precise "trigger" (for lack of a better term) that will establish a firm connection between a brand and its audience. To a degree, those resources are applied through a more scientific or analytical framework. I guess the question on the proverbial floor is "how much precision too much?" I agree, there are some lines that should not be crossed...<br /><br />And while I get that the materialistic folks may prove to be less happy than those who are living carefree lives, couldn't that be more attributed to the degree of burden that each group faces? The more you have, the more you worry about. <br /><br />Indeed advertising plays a part in motivating a materialistic person—but that part is a bit smaller, or less influential than we might think. We'd be making a leap to lay the doctrine of materialism on the feet of advertising/marketing. Consumerism is a part of our societal DNA. Advertising/Marketing exists to influence choice within the consumer, but the true motivation—especially to the point where he/she becomes materialistic— usually comes from some other "trigger" altogether. <br />Posted by Moshé Simpson:https://www.blogger.com/profile/09998589057235727589noreply@blogger.comtag:blogger.com,1999:blog-4978317550824710167.post-11133101041056824332011-09-20T22:23:51.129+03:002011-09-20T22:23:51.129+03:00Below copy of the comment from a LinkedIn friend:
...Below copy of the comment from a LinkedIn friend:<br /><br />I agree with your premise -- that brand marketing can undermine general levels of happiness by using triggers like fear, uncertainty and doubt to stimulate buying desire, promoting dissatisfaction with the status quo. That's an incredibly common approach. But it's not integral to a brand or branding activity, per se; it's simply a result of specific communication tactics in pursuit of demand generation.<br /><br />Does Bono's "brand" (to pick one) or a non-profit's (like, say, the Red Cross) promote unhappiness by raising awareness of humanitarian needs? Maybe.<br /><br />You raise an intriguing question and yes, I'd agree there are (and should be) ethical boundaries to how we deploy our neurolinguistic and psychological knowledge in pursuit of commerce. <br /><br />Here's a link to an interesting TED talk by Dan Gilbert which illustrates how generally helpless our brains can be while grappling with basic economic decisions in our "pursuit of happiness": <br /><br />http://www.ted.com/talks/dan_gilbert_researches_happiness.html <br />Posted by Greg Salerno:https://www.blogger.com/profile/09998589057235727589noreply@blogger.com