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Marketing: Art or Science

I have always been fascinated with the debate that Marketing is an Art or a Science. Now Campbell’s Soup is introducing Neuroscience into the discussion.


Neuromarketing is a relatively new approach for companies to delve into customer responses to marketing and advertising.
Researchers are divining what small changes in biometrics like skin moisture and heart rate mean. These learnings are driving the form of advertising and product labeling utilized.

Are We Thinking Too Much?

When asked our reactions or thoughts about a product or service we stop and think. Neuroscience eliminates the thinking and simply shows our reactions. Neuroscience and biometrics have their skeptics. Many new techniques have needed to prove themselves over time.

To Tell the Truth

Neuroscience has the capability of separating the wheat from the chaff, to use an analogy. What we think versus what we feel is shown.

What Campbell’s found was that the positive image people had at home disappeared when they looked at rows and columns of cans in the store. People were not engaged in a biometric way at the store.

What to Do?

The research is changing the way Campbell’s labels it soups. Soup, especially condensed soup, is thought by many to be old or “fuddy-duddy.” Product proliferation and line extensions have caused too many choices for consumers.

Here are some lessons learned that you can apply to your business.

  • Color code or create a visual cue for each line of products.
  • Update your fonts so they are not stale.
  • Update your graphics to keep customer interested.
  • Decrease your logo size, if large, to leave more room for other messages.

The Takeaway

Continuing to use tried and true marketing techniques is safe. However, new ideas like Neuroscience should be explored to add to your marketing toolkit.

Over to you. What do you think?

  • Are you using the same techniques over and over?
  • When was the last time you tried something new?
  • Do you believe Marketing is an Art or a Science?

Copyright © 2010 Rob Berman