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Neuroscience-based Branding, Brand Engineering and B2B / B2C Communication

By Guenther A. Mohr

Author: Guenther A. Mohr, Business Xcel

Improved Business Intelligence by compacting brand and product-related business communication to obtain brand leadership.


In B2B and B2C, communication between market participants is mostly reduced to pure technical content. Neuroscience-based communication techniques can be used to enlarge market share and brand image. It is desirable to analyze and understand the ways in which competitors approach their customers and markets. Understanding the structures, communication elements and the wording of the market segments identifies huge possibilities to rapidly increase a company’s own market share through improved brand awareness and customer loyalty. The key elements of customer-related communication (text, images, color, sound, haptic impulses, design and packaging to name a few) are derived from public information about the competition. Our proprietary methods compact all information data into quantifiable factors, which are believed to be responsible for success. These factors including brand metrics are used to generate the DNA of the market as such and by competitor. It is possible to better reach customers through neuroscience-based communication. This will enable maximum market and brand dominance, and market leadership, to be obtained faster and more securely than with classical communication methods.

The approach mentioned above is based on the fact that purchasing decisions are predominantly based on written content in the form of text, images, video and sound. Additional key factors stem from haptic perception, design (shape, form, function) and are color and pattern-based, to mention some elements. It can be assumed that these communication elements, plus the intensity and the volume of the communication flow delivered to customers, contribute to the final market share. The availability of total market information can be interpreted as a method of crowd funding and has embedded swarm intelligence.

We have tested and validated the approach with several industry clients. The same approach was applied as part of the assessment of the recent federal elections of the German government. In all cases the results were highly surprising and demonstrate proof of principles. We are probably the only party to have forecasted the surprising success of Chancellor Merkel in this election with an unprecedented precision several days before the election took place. We use computer-based tools to collect high volumes of product, service and brandrelated information. Data compression then separates information into emotional and other clusters, while language analysis helps to set weight and priorities for the determination of key factors which are most likely to dominate decisions.

Assessment of entire sectors of industry and at competitor level reveals open opportunities in communication to your customers. We assume that neuroscience-based information delivery expressly to predetermined brain types outperforms different forms of communication between market partners, be it companies, non-governmental or government organizations and the public. The described principles are based on automated language analysis, proprietary algorithms and conclusions from the behavior of artificial neural networks.


The results show that the methods applied uncover communication gaps missed by the other market players. Brands can be quantified in strength, weight, ranking and number of factors contributing to success. Filling gaps in the typical industry-specific vocabularies provides ultimate opportunities to gain the highest brand attention. Sending messages to specific, predetermined brain types offers improved efficiencies.

The described pathway starts from the engineering of a brand (design, targeted perception) and offers a holistic, multisensory approach. This includes name building, color, perception by touch, selection of logo and slogans and the contributing audio effects for improved brand formation and remembrance, all on the basis of neuroscience-related knowledge and expertise.

Clients are able to determine clear and powerful communication strategies with sets of goals targeting brand and market dominance. We offer our potential clients sufficient background to rapidly maximize their marketing and market success.


The proposed methods do not require electronic means to study brain or other body activities. Means of computer-aided information compression and clustering is time and cost effective.

Data acquisition delivers a highly complete picture of the information universe and pushes a company into a leading position in a short time.

The results can easily be adapted by companies internally, PR agencies and related organizations. The fact that brands can be measured, quantified and monitored over time creates important advantages over the competition.

Final Thoughts

We believe that the methods, tools and principles described above form a fundamental basis for establishing solid, robust and sustainable business models. This opens further possibilities for creating innovative markets in combination with strong intellectual property portfolios.

This article was originally published in the Neuromarketing Yearbook of 2014. Liked it? Order the 2017 Neuromarketing yearbook here!