Announcing the Laboratory for Advanced Marketing (LAM)

Peter Drucker famously said that innovation and marketing are the only two profit centers in a business everything else comes down to cutting cost He defined marketing as understanding what customers want so well that the products sell themselvesJohn Zweig best known for running large parts of WPP for sixteen years and also a US combat veteran and professional jazz guitarist who played with Frank Sinatra sees marketing as permeating all human activity Each of us markets herself and himself One has a dream and marketing is what translates that dream into reality This is the larger meaning of marketing as persuasion which indeed is a central theme of communication itself If we had never begun communicating with one another there would be no marketing but once there was communication marketing automatically came along with itJohn is a cofounder of LAM as am I All three of us believe that itamp8217s time for marketers to become leaders in inspiring the human race This is our proposed broadest definition of marketing for the present dissonant ageIn doing so we need to acknowledge the need for performance short and long term married to the nobler transformative repositioning of our marketing efforts WinwinWe also need scientific tools and we already have two the NeuroInsight technology and the RMT psychological encoding system which I helped discoverinvent We expect to help create more science and discover more empirical generalizations and we are ready to work with everyoneDr Richard Silberstein is the founder of NeuroInsight and inventor of the NeuroInsight technology Steady State Tomography SST a patented system used in medical research around the world which is to EEG as an electron microscope is to a mechanical microscope The precision with which brain longterm memory encoding can be measured at each of the 52 Brodmann Areas in the brain by SST is why it is such a scientific and marketing advance The Advertising Research Foundation ARF has conferred awards upon NeuroInsight for its ability to recommend small changes in commercials which greatly increase their performance John Zweig is today the CEO of NeuroInsightAt least two groundbreaking empirical generalizations very relevant to marketing have already been produced by NeuroInsightConceptual Closure is the brain phenomenon which causes a momentary amp8220blind spotamp8221 right after the payoff of a story in a commercial exactly the place where too many commercials decide to put their brandingThe Iconic Trigger is that shot within a commercial that contains the power to remind people of the whole message This is valuable for extending the effect of video to display print outdoor place based collaterals and wearables even to a logo or mastheadRMT has demonstrated the principle of amplifying a specific ad by placing it in contexts that align psychologically with the ad within an empirically derived battery of 265 qualities And a second principle of sending a specific ad to people whose content consumption patterns can be distilled into these RMT taxonomies where again the resonance with the ad is why incremental sales effectiveness is significantly increased typically 36 range for contexts and 95 range for privacyprotected audience IDsRMT has introduced a nuanced map of the subconscious that was developed from settopbox data and a machine learning algorithm tied to a personalized program recommender This human subconscious cartography will have endless applications across marketing psychology sociology and other related fieldsThese are the scientific tools that will be used at the outset with expansion in mindLAM envisions taking on assignments from clients who can see how a deeper understanding of what their customers and prospects want following Peter Druckeramp8217s advice above consciously and subconsciously has to make marketing decisions better and lead to greater creativity and performance The work is not just for those clients but also for the accumulation of more empirical generalizations that everyone can use in their own marketing and that people can use in their daily marketing of themselvesHereamp8217s John Zweigamp8217s concept deck for LAMMarketing can play a much more valuable role earn a bigger seat at the table and perhaps help the world sort out its present messes And potentially inspire people to be all that they each individually are designed to becomeYou may say that Iamp8217m a dreamer but Iamp8217m not the only one I hope someday youamp8217ll join us and the whole world will live as oneClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Announcing the Laboratory for Advanced Marketing (LAM)

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Bill Harvey

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