The Social Life of Brands

A marketing strategy informed by neuroscience can help companies enhance customer engagement — and make better use of tools like social media.

Matthew Egol, Mary Beth McEuen, and Emily Falk

To develop authenticity, marketers must learn to connect with the consumer as a whole person, including those drives and motivations that were formerly considered irrelevant to product consumption. One useful body of work for this is the four-drive motivational theory developed by two organizational science professors at Harvard Business School, Paul R. Lawrence and Nitin Nohria. In their book Driven: How Human Nature Shapes Our … [ Read more ]