Taste Your Name: Starbucks, Neuromarketing and Your Brand

Starbucks is actually making lots money from just calling our names. You walk into a Starbucks, and as you pay for you coffee they ask “what is your name sir”. Few minutes later, you hear your name being called out in everyone’s ears, “Oscar. Americano for Oscar”.


That’s corruption right there; sweet, very legal too. Not many people realise the brand loyalty impact of this small simple gesture that Starbucks has in play. There is nothing as wonderful to a customer than the simple fact that “they called me by my name”. You take your coffee, move up to the sugar stand, and sugar fanatics sugar themselves to an early “sleep with the fishes”, then to your seat or off to the office you go. For me, Starbucks is hunting ground, Kruger National Park, pun intended. It is a place I go to not only smash goals, but meet new people in business. 


After my name has been announced, and as I take my seat, I am somewhat conscious of the fact that everyone now knows me, and walking over to sit next to a stranger now feels like walking over to seat on my bed; easy. Just because no one is paying attention to what the other is doing, it does not mean they did not hear your name, and its echo just sounds like approval, and that approval for someone that came to “smash goals” is a literal greenlight. Goals are smashed by Starbuckers. 



Now that is a brand that understands Buyology.


Buyology – Truth and Lies About Why We Buy

In Buyology – Truth and Lies About Why We Buy, Lindstrom analyses what makes people buy in a world which is cluttered with messages like advertisements, slogans, jingle, and celebrity endorsements. Buyology unveils the results of marketing guru Martin Lindstrom’s pioneering three‐year, US$7 million-dollar study that used the latest in brain scan technology to peer into the minds of over 2,000 people from around the world. The shocking results will overturn reveal why so much of what we thought we knew about why we buy is wrong, rewriting the rules of marketing and advertising in the process.


Buyology bears witness to an historic meeting between science and marketing: a union of apparent opposites that sheds new light on why we make decisions about what we buy. Thanks to neuroimaging, we can now understand better what really drives our behaviour, our opinions, our preference for Corona over Budweiser, iPods over Zunes, or MacDonald’s over Wendy’s. Through Project Buyology, neuromarketing has emerged as a powerful new tool in understanding consumers’ decision‐making processes. This methodology is ready to revolutionize our understanding of our own buying behaviour and send shock waves throughout the marketing and advertising industries as well as the business world. 


If you get the book, you’re about to discover your own ‘buyology’.


Neuromarketing and the Business

Vera Kolyovska, Jane Maslarova, and Dimitar Maslarov, researchers from various international institutions in Europe, at a Biomedical research workshop presented a paper on Neuromarketing called “Buyulogy is a masterpiece”. These are the extracts thereof; Neuromarketing is an important development in the field of understanding how the subconscious mind helps the consumer to make decisions. Neuromarketing involves application of cognitive neurosciences in the field of marketing and marketing research. Ale Smidts first coined the word neuromarketing in 2002. He studied consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. Branding expert Dr. Peter Steidl says neuromarketing will change the face of marketing, and without it, campaigns will lag behind competitors that have embraced this new way of thinking about consumer behaviour and branding.


Read the full article by downloading the September 2019 issue of Cabanga Magazine below.


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