Neurons said, Yes! : A Case Study Analysis on Brands Optimizing Neuroscience as a for Strategic Marketing Tool

Abstract

In the rapidly evolving landscape of global commerce, brands are increasingly challenged to differentiate themselves in markets saturated with choice and information overload. Traditional marketing metrics—while still valuable—often fail to capture the nuanced, subconscious factors that drive consumer decision-making and brand loyalty. Enter neuromarketing: the fusion of neuroscience and marketing, which leverages advanced brain-imaging and biometric technologies to decode the neural mechanisms underlying consumer behavior. Over the past decade, neuromarketing has shifted from a niche curiosity to a core component of brand strategy, with leading companies such as Coca-Cola, Apple, Nike, McDonald’s, Frito-Lay, Procter & Gamble, TikTok, Amazon, Hyundai, and Microsoft integrating neuroscientific insights into their branding, product design, and advertising campaigns.