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Neurothinking

Dear petersteidl.com blog subscribers As a reader of my blog posts, you will be aware of my passion for innovative, relevant and effective strategic thinking, and of my passion for neuromarketing in navigating the challenges facing marketers and communications practitioners in today’s world. That passion for neuromarketing has blossomed into a major commitment. This month […]

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Global Marketing Book of the Year

The European Marketing Magazine Expert Marketer invited a panel of experts to shortlist the best marketing books published in 2012. I am pleased to say that my book Neurobranding has made the shortlist! Says Ward Vandorpe, the Chief Executive of Expert Marketers Magazine: “The Global Marketing Book of the Year is an initiative of Expert […]

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The Neuroscience of Weight Loss

My latest book has just been launched and in breaking with tradition it is not a business book – its title is ‘Find Your Happy Weight – Without a Diet. The Neuroscience of Weight Loss.’ Why? Neuroscience research has led to an important realization: for decades, we have been focusing on the wrong issue, namely […]

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There is no magic bullet!

Yesterday I participated in a discussion thread on mumbrella about the interpretation of research findings. Nothing technical at all. Just a question of cause and effect. For example, when a survey finds that heavy users say more often then light users that they love the brand they buy we cannot conclude that loving a brand […]

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The Importance of a Vision

Demonstrators engaged in a pitched battle with police. Riot gear, batons, water cannons, horses on one side; petrol bombs, stones and chants on the other. The media delivers the pictures daily. What is it all about? Austerity. This is a curious matter. Let’s take Greece for example: tax evasion has apparently been a national sport. […]

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Is Technology Changing Your Brain?

There is an on-going discussion on how technology might change he way we think and feel. This week I read an interview with Baroness Susan Greenfield in the Australian Financial Review. She quotes a survey in the UK showing that 91 percent of teachers believe children’s attention spans are becoming shorter as they spend three […]

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Outdated Marketing Practices

This morning I had breakfast with a well established marketing consultant. At some stage, our discussion turned to outdated marketing practices and how difficult it is to get marketers to change them, even when there is compelling evidence supporting new practices. Why do marketers measure the effectiveness of their marketing campaigns and initiatives on the […]

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The importance of being on-code

When relaxing in the bar of a small hotel restaurant in Alsace after a long day’s hiking, I was struck by the group of six men in their early 20s, clearly enjoying a weekend away with their mates, who chose to begin their evening by sharing a bottle of champagne and soon engaged in a […]

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Brand Vision Archetypes

The second edition of my book ‘Creating Brand Meaning: How to Use Brand Vision Archetypes’ has just been launched in print and ebook formats and so I thought I allow myself to undertake some self-promotion and write about Brand Vision Archetypes. I feel comfortable with the concept of Archetypes because it has not been invented […]

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Goals and Goal Activation

Andrea has a perfectly working iPhone. Yet when she sees an ad for the latest iPhone she is one of the first to line up to buy the new model. Has the ad created a new goal in her mind? It certainly looks like it: Before being exposed to the ad Andrea was perfectly happy […]

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