As you pause in the supermarket aisle or sign-off purchase orders between meetings, when it comes to the moment of decision, does all that marketing science really work? This extract from Peter Fisk’s bestseller Marketing Genius explores neuro marketing.
The challenge is to get it there, ensure that it is sticky enough to stay there, quick to recall and powerful to persuade when the moment comes. Nike’s Phil Knight explained his passion for the endorsement of sporting icons by explaining ‘You can't explain much in 60 seconds, but when you show Michael Jordan, you don't have to. It's that simple.’