The neuroeconomics calls into question the assumptions of traditional economics on the human capacity to reason logically and plan their behavior.

Until recently, it was very difficult to examine the brain mechanisms put in place the memories, feelings, emotions, learning and perceptions that determine consumer behavior.

Today, research from the neurosciences are reporting a breakthrough to help us understand and improve decision-making processes, as well as the conduct of individuals in relation to consumption of goods and services.

What is sought is to understand how brain sensory systems encode information from the outside world, ie how does the nervous system to translate the vast amount of stimuli to which an individual is exposed to language

brain: activation and deactivation of neurons, communication between neurons, information transmission and neuroplasticity phenomena.

This is undoubtedly a quantum leap that began to take shape during the nineties and brought about the development of image analysis techniques (which are evolving, too, at an amazing rate.) These developments are allowing not only to confirm empirically a set of assumptions of traditional marketing, but also access a vast field of knowledge of potential for application in organizational management.

From marketing to neuromarketing

Since its inception, the marketing activity was based on knowledge from other disciplines such as psychology, sociology, economics, sciences and anthropology. By incorporating advances in neuroscience and neuropsychology, there was a shift of such magnitude that led to the creation of a new discipline, known by the name of neuromarketing.

This development resulted in the development of a set of methodologies which shed light on implementation issues before whom we have been in darkness for years, and it is estimated that in the XXI century will be produced enormous advances in knowledge about brain function, which bring prepared, in turn, the development of novel methodologies to investigate and explain the key processes of decision making in relation to consumption of goods and services and at the same time, create and implement strategic plans for successfully leading organizations toward their goals .

Undoubtedly, neuromarketing brings a set of resources of enormous value to research the market, segment and developing successful strategies in products (design, brand, packaging), positioning, pricing, communications and channels. Read More→

The Social Branding is a process based on social interactions in which you create or build a brand with the aim of creating connections and a conversation among its key stakeholders, consumers, customers, fans, etc …

Currently, the Social Branding is often associated with strategies and actions that develop brands through the media and online communities, however these processes can also be applied in traditional channels.

New trends and consumer habits, coupled with the proliferation of social networks have created a new stage and field of action for trademarks. A new habitat where the impact and visibility are not only important factor but in parallel, “that they say or think” about the marks themselves is considered relevant information that may influence or affect their image or reputation.

The process of building a brand begin by determining the characteristics and attributes that the product must have in order to transmit or associate certain values. But when brands cross the threshold from traditional to participate and become part of the social networking world, face a new challenge where there is feedback and rules set to be a source of analysis and tracking.

Influential Consumers

After the presence and participation of the marks on the social network environment, users and consumers remain the protagonists. Those who have the power to become evangelists or demons. Those who interact, opinion or have the capacity to influence in a fast and direct on the reputation of one particular agency or company.

“Religion of Marketing” is based on faith, trust and show loyalty to a product or service are the factors that determine and make customers “evangelists” of our own brand. Something which impinged on their own advertising guru Philip Kotler.

In this regard, Kotler emphasized the importance of values and traits of these companies that are popular among consumers and customers, as they acquire unique role of acting just as religious evangelists in order to revive their brands . Kotler thus unveiled one of the most important keys to success of these companies with reference to the true origin of this phenomenon: “consumers.”

The dangers of social networks for brands and companies

However, social networks have become a double-edged sword for both firms and for the brand. The absolute power given to users can produce unexpected results and trademarks must be prepared to criticism and adverse opinions that can destroy their reputation and push businesses to a real collective view corporate crisis.

Desctacar is important that social networks are simply one more tool. An extension of the scope on which to apply and implement different marketing strategies. This understanding, we must not forget that the reputation gained from this type of media may also be due to the result of good work and reputation built externally and out of this type of media, implying that a misuse of such tools can enhance a positive perception of our brand or otherwise to cause an unexpected problem.

You will often find that many people confuse marketing with advertising or vice versa. While both components are important they are very different. Knowing the difference and doing your market research can put your company on the path to substantial growth.
Let’s start off by reviewing the formal definitions of each and then I’ll go into the explanation of how marketing and advertising differ from one another:


The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.


The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

After reading both of the definitions it is easy to understand how the difference can be confusing to the point that people think of them as one-in-the same, so lets break it down a bit.

Advertising is a single component of the marketing process. It’s the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.

The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. Advertising only equals one piece of the pie in the strategy. All of these elements must not only work independently but they also must work together towards the bigger goal. Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.

The Handrails of the EscalatorsThirty seconds average time spent in department stores, subway stations, rail, airports and shopping malls every time you go up the escalators or conveyors. Precious time from now that companies can exploit to get their products to consumers.

Up to 15 million people may go through a conventional shopping center, being the main advantage of ADRail that the consumer comes into direct contact with the mark, touching (Hands-On-Advertising). The system can print messages flag with bright colors, is very agradabe touch and does not stain. Produced using a special technique, few media Permanence much time in the field of view of consumers. The additional advantage of this system is its long lifetime compared to traditional methods of vinyl.

The idea was born at home EHC, Canada, the largest worldwide manufacturer of handrail. The manufacture and installation of ADRail is a patented in all countries and approved by ITV, TUV ISO etc. Marketing in Spain is in the hands of SMS (Special Media Solutions) in cooperation with WWP (Weirather-Wenzel & Partner).

McDonalds Spain, is one of the first companies to benefit from the support innovative ADRail, currently advertised in the Diagonal Mar in Barcelona. Within the multitude of advertising messages consumers receive daily, this system has shown that levels of get some recognition and recall very high.

Negotiations with subways, airports and other places are in the process.

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