books

Eco­man: ‘From a garage in North­land to a pi­o­neer­ing global brand’ by Mal­colm Rands, Ran­dom House, $40. Re­viewed by Mark Go­denho.

New Zealand Marketing - - Shorts -

Neu­ro­mar­ket­ing for Dum­mies,

by Peter Stiedl, Stephen Genco and An­drew Pohlmann, John Wi­ley and Sons, $35. Re­viewed by

Peter Cul­li­nane

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.

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