First off, I have read Read Montague's research and found it very interesting. It doesn't just explain why people buy Coke when they like Pepsi, it gives insights into their political choices. I am all for more research and analysis like George Lakoff's to help understand the schism between liberals and conservatives, instead of simply vilifying each side. Even though the other side is evil. Heh.
Secondly, BrightHouse can call itself anything it wants but it's an ad agency. Okay it calls itself the world's first Ideation Corporation, and it does branding instead of advertising, but founder Joey Reiman is an ad guy and that's what ad guys do. They name a gimmick and sell it. But even Reiman doesn't believe his neuroscience gimmick really works, and neither do neuroscientists. Here's a much better article that explains it.
http://www.brandchannel.com/features_effect.asp?pf_id=201Thirdly, BrightHouse isn't that big a secret. Its main client has always been Coke. (Small world, eh.) It's in Atlanta where Coke is headquartered, and Coke is very big on developing its marketing through nontraditional venues. Like when they partnered with Hollywood's biggest talent agency, CAA. Everyone in the business said OMFG, this is the new way to do things, we gotta do it too! But Coke dumped CAA last January.
http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1001844302 So is neuroscience the next big thing in marketing? Meh. It's just another way of selling the client on your insights. But not everything works - e.g. subliminal advertising. Doesn't work. And even when something does work, it doesn't work forever. Why? Because
people don't like to be sold stuff. They like to discover it.
Finally, BrightHouse may or may not exist any longer. I became aware of them only last year and since then have tried in vain to locate any information more recent than 2004. They don't have a website. A communications company, an "ideation corporation," without a website? They charge clients a gajillion dollars per project. Where the fuck is their site? I have found only one article that mentions Joey Reiman and/or Brighthouse since:
http://www.ajc.com/news/content/metro/stories/2006/09/17/0918marta.htmlThey did an ideation for Atlanta's public transportation system. Some of BrightHouse's suggestions are detailed in the article. If he had to wire up anyone's brains to get these insights, it was a waste of electricity. The ideas reflect current brand thinking but they are not amazing breakthroughs. These days every marketer is focused on establishing an emotion-driven experience with their audience. Which takes us all the way back around to the opening of my post:
I am all for more research and analysis like George Lakoff's to help understand the schism between liberals and conservatives, instead of simply vilifying each side. Even though the other side is evil. Heh.