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The Bedrock
Of Brilliance

Neuromarketing Code Of Ethics &
Consumer Protection Guide

Introduction

Brilliant marketing involves the perfect combination of authenticity, responsibility, and technological prowess in your brand’s messaging.

As we learn more about the mind, and as our ability to peer into the brain increases, so does our ability to manipulate and influence the minds of others. This is why my focus on neuromarketing is paired with a deep and thorough understanding of its risks.

“With great power comes great responsibility”

Uncle Ben, as usual, had it right.

With a deep understanding of the human psyche comes an even deeper responsibility to treat that psyche as a sacred temple, not a house of commerce.

Technologies like neuromarketing provide us with the ability to connect more deeply with our audience than we ever have. The level of emotional engagement that is now within the grasp of marketers has never before existed.

That capability, however, can easily be used for nefarious purposes. Corporations, governments, religious institutions, and other organizations could (and in many ways already do) use neuromarketing technology to sniff out our weak spots or influence our minds in ways we don’t want them to.

That kind of application of neuromarketing is a breach of the Bedrock Of Brilliance. The Bedrock constitutes a Neuromarketing Code of Ethics which governs the application of marketing and communication strategies which involve neuroscience or advanced psychological patterns. It also includes a Consumer Protection Guide on how to avoid being taken advantage of by companies which are in breach of the Code of Ethics.

If you’re using neuromarketing, Speaking Of Brilliance articles, workshops, and keynotes are your playbook. The Bedrock of Brilliance is your rulebook.

Neuromarketing Code Of Ethics

Purpose: Guarantee that customers are not deceived by the introduction of neuromarketing principles into your brand or messaging.

1

Bona Fide

If you’re instilling a belief, it must be based in 100% truth. If it is not, you are deceiving your customer.

2

Bullseye

Align your marketing with your customers’ needs and beliefs. If you try to change them, you are deceiving your customer.

3

Bleary Brain

Under no circumstances can you take advantage of clinical illnesses, psychological disorders, or any mental condition associated with downward spirals or impulsive behavior on the part of your audience. If you use these as the basis of your marketing campaign, you are deceiving your customer.

4

Be Yourself

Establish your own identity and represent that identity through all channels of your marketing. Unless you have their explicit written permission, you’re prohibited from impersonating other brands or use neuromarketing strategies to subconsciously associate yourself with their brand equity.

Consumer Neuromarketing Guide

This guide is designed to protect consumers from nefarious applications of neuromarketing. With this guide, you can know that your purchasing decisions are driven by authentic factors that are your own.

1

Be Aware of Ads That Prey On Your insecurities

More and more, research is showing that insecurities, whether they’re focused on your physical appearance, intellect, or financial status, are a direct root to your emotional decision-making center. This can lead to impulsive buying decisions and buyers’ remorse.

Businesses which tell you that your life will be “worse off” if you don’t buy their product are preying on your insecurities. More likely than not, they’re making claims that cannot be met. Judge these businesses carefully before making any purchasing decisions with them.

2

IGNORE Ads Which Try To Change Your Beliefs

Your beliefs are your own, whether they are religious, political, spiritual, scientific, or otherwise. Any company which tries to convince you that your beliefs are wrong are likely using neuromarketing techniques to impact fundamental changes in your life which may backfire on you.

Politics and religion are two of the most notorious centers for this kind of messaging. Be very careful with the level of attention you give these kinds of announcements and advertising campaigns; in some cases the techniques they will use are powerful and hard to resist (see our article on the Illusory Truth Effect).

3

Research Claims That sound Too Good To Be True

…Quite simply because they often are.

Neuromarketing techniques run rampant among dishonest companies which try any and every trick in the book to trick people into buying their stuff.

If you encounter an advertisement or marketing message which seems like it’s making a promise that’s too far-fetched, use tools like Scam Alerts or the Better Business Bureau to do you due diligence before providing any kind of payment information.

Popular ways of “tricking” consumers include the use of fake testimonials (by hiring actors instead of real customers), repetitive language and messaging (by utilizing the Illusory Truth Effect), and “borrowed authority” from authentic news organizations (when in reality that organization never endorsed their product).

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