Duct tape became Duck Tape and a cute duck mascot was adorned on all the packaging and marketing. Duck Tape was packaged to give the perception and tactile feel of higher quality while offering a practical use of stacking and storing.  Duck Tape became a new story that quickly gained a higher perceived value and increased market share.  No longer a commodity, Duck Tape drew a strong base of fans and most importantly, greater profits. As the fan base grew, DuckBrand  challenged their fans to use Duck Tape in new and innovative ways. A club was born.  Brand loyalty grew and fans adored the cute duck mascot.

What few people realize is the impact of neuro marketing.  Intuitively the Disney executive knew from experience that using the five human senses with a product will engage the customer on multiple levels of emotions, experiences, mental associations with past experiences and values, and the use of the child’s imagination that still lives within us all.

Traditional versus Neuro-marketing Research

In Martin Lindstrom’s book “Buyology”, the author explained that each year $12 Billion is spent on primary marketing research whilet 80% of new products fail. In traditional consumer research surveys, people responded to questions in writing.   Since consumers had little awareness and understanding of why they made the purchase, companies did not have the proper information to understand true buying behavior.

By studying people’s brain activity using MRI and other scanning devices, Mr. Lindstrom discovered that 85% of our brain runs on autopilot whereby most people are not aware of their emotions nor how they make decisions accordingly.

By using brain scanning devices it was discovered that different areas of the brain that were stimulated evoke different responses and behavior. Consequentially, if you want an accurate consumer response, then don’t believe what the person states, rather understand how their brain responds.