Ecoman: ‘From a garage in Northland to a pioneering global brand’ by Malcolm Rands, Random House, $40. Reviewed by Mark Godenho.
Neuromarketing for Dummies,
by Peter Stiedl, Stephen Genco and Andrew Pohlmann, John Wiley and Sons, $35. Reviewed by
Firstly, I should say I’m delighted with the publication of this book as it demystifies what by its name alone appears a somewhat daunting topic. And by doing so, it allows marketers and their agencies to explore the new opportunities the digital revolution has opened up.
Neuromarketing is a major step in the science of marketing. At its core, it focuses on how the non-conscious mind interacts with the conscious mind to create impressions, evaluations, choices and behaviour. It is based on scientific, medical research about how the mind works, which means that it is not a short-lived fad, but fundamental to the marketing and communications task. It focuses on the very core of what marketing is all about: influencing how consumers think, feel and decide when it comes to buying brands and products. And this book provides detailed information for the marketer or agency practitioner, including a high-level overview on the scientific research that underpins this practice.
The authors bring a mix of scientific and commercial experience and expertise to the table, allowing them to cover research methodologies—including inexpensive neuromarketing research options—as well as the application of neuromarketing insights and concepts.
This is the most comprehensive and accessible book on the topic available today, providing marketers and their agencies with a fast track to building a neuromarketing competency. It should be invaluable for executives and professionals who commission research projects, develop communications or media strategies or evaluate their effectiveness, address product innovation or shopper marketing challenges, or are responsible for the development of creative strategies.
Some time ago I arrived at work to find a plastic courier package waiting for me on my formica desk. As I rip open the unrecyclable courier bag and nonchalantly toss it over my shoulder, missing all three rubbish bins (paper/organic/waste) I stare at the bound collection of A4 printed paper in my hands. This isn’t a book, it’s a proof! There’s no way it’ll look good on my bookshelf (after all, this is the only reason people like me review books). There’s not even anything written on the spine! How am I supposed to impress Mormons and meter readers now? But then again perhaps it’s not a proof, maybe this is the actual book. I mean, surely a book about the bloke who started Ecostore would be written on paper made from recycled apples and pressed flowers, not on pure white, bleached tree-hungry paper?
Anyway, as it turns out this book dives straight into the earnest lifestyle of a hippy. And when I say hippy I mean one of those good hippies. For Malcolm Rands, it was all about living a sustainable lifestyle in the country, doing good for his family, his community and the planet. And right from the start you can’t help but like a guy who seems to have got into business accidently.
Like all good entrepreneurs he failed, made mistakes and learned from them. But as he humbly grew the business, his priority was all about people and behaviour rather than driving share price. And it’s this that makes this story very readable and incredibly inspiring. The more I read, the more I felt that this guy is a genius. He made good with the few tools and little money he had because he wanted the world to share his vision.
As I cleaned up the kitchen bench that night I became incredibly mindful of my washing powder, dishwashing liquid and soaps. I even rinsed the empty can of chickpeas before popping it in the recycle bin. This book will change the way you think about business equally as much as it will change the way you think about the nasties you flush down the sink. There are even some tips for turning your business “green”, and I feel proud that this company was founded by a tidy Kiwi.