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In these exclusive interviews, we speak to Professor Philip Kotler (S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management and described as 'the…
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That's the reason why I tend to say that B2B brand stands for "Boring to Boring" branding. Today, people fundamentally believe that business to business branding has to be incredibly serious… My view is that you should infuse a little bit of emotion into it.
— Martin LindstromLeading Brand Expert, Author & Neuromarketing Researcher
The reality is that you are looking at your private emails and Facebook and so on at work, and at home you will look at your work emails. We split our private life and work life in a different way than we did in the past. Now, these areas of our lives are totally mixed together.
— Martin LindstromLeading Brand Expert, Author & Neuromarketing Researcher
A brand is really an emotional connection you have with a product or service. It's so emotional in fact that you become fairly irrational in the way you try to justify why you're using it. If you split our brain into a rational and irrational side…. a brand is what is operating at the irrational side.
— Martin LindstromLeading Brand Expert, Author & Neuromarketing Researcher
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