opportunity 2 of 150 This is the second in a series of articles addressing the opportunities that marketers should be considering if they are truly committed to maximising the return on their investment in marketing. Human beings have ‘three brains’ – the reptilian brain (responsible for what Kahneman called type one thinking), the limbic system […]

opportunity 2 of 150 This is the second in a series of articles addressing the opportunities that marketers should be considering if they are truly committed to maximising the return on their investment in marketing. Human beings have ‘three brains’ – the reptilian brain (responsible for what Kahneman called type one thinking), the limbic system (responsible for emotions) and the neo-cortex (responsible for what Kahneman called type two thinking. Research has found that some 80% of human decision making occurs almost automatically in the reptilian brain – based on intuition, instinct and so called common sense. This is as true in marketing as it is in all disciplines and in most other matters. So many marketing decisions are based on the intuition of the business person, the common sense of the marketing managers or the instincts of the communication manager. Consider: Intuition, together with some business teaching suggests that all…