By Marty Neumeier

In today’s Wall Street Journal (February 17, 2010), reporter Ilan Brat describes how Campbell’s is employing “neuromarketing” techniques to peel back the mysteries of label design. Using biometric tools such as eye-tracking, videotaping, and special vests that capture skin-moisture levels, heart rates, breathing patterns, and posture, researchers were able to compare the emotional responses of various consumers to the existing package line.

Among other things, they found that the Campbell’s logo, positioned against a red background on every package, made the varieties look so much alike that customers’ eyes glazed over when they scanned the offerings. They also found that the standard photo of a spoon lifting the soup from the bowl provoked zero emotional response. Finally, they heard from customers that the soup didn’t look warm enough.

The design response? Add color-coded bands at the top of each package to break the monotony; move the logo to the bottom; ditch the spoon; and add steam to the photo. Totally logical. Totally beautiful. Totally defensible. And totally inadequate. People don’t buy soup for the steam.

A 2005 analysis by Campbell’s showed that the usual techniques for testing advertising did little or nothing to improve sales, largely because they were asking people what they thought. Neuromarketing techniques, by contrast, are designed to measure what people feel. While this gets the company closer to understanding the actual drivers of shelf appeal, there’s only the tiniest of problems: it ignores the real reason people buy Campbell’s.

People buy Campbell’s not because of the steam but because they feel comfortable in the Campbell’s “tribe.” They simply believe that Campbell’s is the “right” product for them. And no amount of package tweaking will move the needle on that belief.

So what can Campbell’s do to improve sales? Improve the reasons to believe. Refocus the brand from the vision on out, then let the package designers express that vision with the skills they already have. When you find yourself using biometrics to test the emotional value of steam, you’ve already lost.

Author: Marty Neumeier
Category: Brand Management,Brand Research,Brands in general,Competitive Advantage