shopper brain conference
NEW YORK, November 19-21, 2019
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What Determines Brand Preference?
A simple and practical neuroscience-based tool for understanding categories and positioning brands
Thursday Nov 21, 1:30 pm - Main Stage

Neuroscience is used today rather tactically, to test eye-movements, facial gestures, etc. through fMRI, in order to optimize creative executions, planograms and, in some cases, to detect brand associations. This presentation offers a completely new way of looking at category understanding and brand positioning, anchored in neurobiology and the knowledge of the systems in the brain, based on advances in affective neuroscience and a host of other sciences. Constantinos Pantidos will present the first system that does not only introduce neuroscience right into the heart of brand positioning but also translates it into words & typefaces, colors & sounds, shapes & materials, scents & flavors, revealing the structural elements of the mother of all languages, the sources code of human behavior. This methodology has been leveraged by such companies as Coca-Cola, Unilever, Owens-Illinois Inc., and The Hero Group.

What the audience can learn:
• Using neurobiology for category understanding and brand positioning
• Translating neuroscience into practical guidelines for more effective branding