I recently read a phrase from the famous designer Oscar de la Renta that inspired me to write this column: “Glamour is in your brain, not in your eyes”. The neuromarketing of luxury cosmeticsand beauty aims to seduce the senses to win over the consumer. Luxury neuromarketing is based on the study of how consumers’…
Emotional sensoriality is a very interesting concept that we will review in this column. The objective is to create sensory experiences that generate an emotional response in the consumer. For example, a product that arouses feelings of happiness or relaxation. Next, we will look at trends on how sensory stimuli can influence consumers’ emotions, creating…
The rise of virtuality is one of the consequences of the pandemic and it is here to stay. We have learned to work virtually, we have meetings, we participate in conferences, seminars, we even create our own avatars in the metaverse to be able to live virtual experiences.But … to what extent can the sensory…
I was inspired to write this column by a recent post from a Spanish company that I saw on LinkedIn and that invited people to celebrate the International Day of Happiness. The following is found on the United Nations website: “The UN General Assembly decreed in resolution 66/281 of 2012 that the International Day of…
I was inspired to write this column by a very interesting movie, which starred Will Smith: I, ROBOT. Everything happens in Chicago, year 2035. We live in complete harmony with intelligent robots. They cook for us, they drive our planes, they take care of our children and we fully trust them because they are governed…
I am Colombian and I have always been an admirer and fan of Shakira. In the last 20 years we have all witnessed her musical and conceptual evolution. I was inspired to write this column by the success of the song BZRP MUSIC SESSIONS # 53 which was released on January 11 and the impact…
I recently had a surprising experience that inspired me to write this column. As some of you know, I am a fan of coffee because I have talked about it in previous columns and in Colombia, we find some of the best coffee in the world. I was recently with some colleagues from work in…
Now that you are reading this column, I invite you to think about your favorite perfume. What perfume did you apply this morning? Focus on the sensations that this perfume produces in you when you apply it and also, on what you feel when other people around you perceive it and give you good comments….
Now that you’ve started reading this column, I want to ask you:Do you remember what you had for breakfast this morning? Do you remember the clothes you had yesterday? Memory is the result of a neural process that is made up of a group of systems, each of which plays a different role in creating,…
Attention, memory and emotion are key concepts in neuro-marketing, since the different methodologies aim to evaluate these three parameters when a consumer has been exposed to a stimulus. With regard to attention, we can say that brands create strategies around stimuli as the central axis to capture the public’s interest. Achieving attention is not an…
Recently my friend Adriana told me something very interesting that inspired me to write this column. Her daughter Luciana, who is 10 years old, is a lover of Roblox and she talks about her virtual pets as if they were real! Sometimes she even meets her friends in this space … Roblox is an online…
We have all had the experience of walking past a bakery and smelling freshly baked bread which definitely makes us go in and buy. We have also experienced in shopping malls the smell that reminds us of a specific brand when we walk right past their store. These are examples of sensory branding and in…
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