The first thing we notice about the individual mind is that minds are individual (Ornstein).

Even though the promotion and communication tools have been used and effective for decades, there has been still a “black box” in customers’ heads where scholars and marketers needed to tap in. Finally, they have found a Holy Grail. It has been more than 10 years already passed since the term “neuromarketing” hit the boardroom, a perfect blending of marketing and neuroscience. The time has come to trigger those individual minds and place product and services to be just the way consumers want.

Have you checked the last update in the M- Rewind section? We bet you still do remember Coca Cola- Pepsi challenge we have mentioned. The blind test moved the attention to the most peculiar and complex part of human organism- the brain. This tiny organ, taking only 3 percent of our body’s weight, yet requiring 20 percent of its energy, hides all codes of our behaviour. Decoding is neuromarketing’s job.

If you have ever done or got in touch with at least a fraction of marketing practice, you would know that information and knowledge is priceless. It is all about asking, getting information, researching and confirming statements in order to get certain results. What if the new era- the era of neuromarketing can bring answers that go beyond consumers’ conscious?

Searching the answer to that question is not a piece of cake. It is an ant’s work instead. However, there are still those brave among us, who dig into the secret world of human brain and try to deliver the integrated marketing approach. Brace yourself, because it is all about the DNA. We are wondering, isn’t it always about that when it comes to humans?

The DNA Communications Agency was born by merging of Gistro Advertising and Touchpoint Consulting in 2012. This agency is the only one in Serbia which provides a unique method of internal communication, a so-called THINK-FEEL-DO model which is based on a research of cognitive, emotional and behavioural part of a brain and their specific influence through communications.

Neuromarketing is here to stay. The completely new marketing paradigm affects not only the methods of research, but the whole concept of marketing practice. From the moment you see the advertisement, hear about the product, touch it and notice on shelves to the moment of purchase, the brain is in its full power. The inevitable potential of neuromarketing is to “hit on the subconscious biases”, which has been unable to be discovered by traditional marketing tools. We should witness the opening of new era of research in the field of marketing, targeted at consumers and give a tremendous applause to DNA for combining two hemispheres and thinking out-of-the- box.