Sell the mind not the people
Sell to the mind


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Let’s talk about neuromarketing.

As we know, neuroscience is the science that studies the brain. Basically, people who work in neuroscience are dedicated to studying the stimuli of the brain, whether you like it or not. Or if you didn’t already know, there is a marketing technique called neuromarketing. This technique consists of using principles from neuroscience and applying them to sales. For example the meaning of the colours; As we already know, if the red represents fury or passion, the blue the sea and the calm, the pink the love and following.

In the United States, there is a company called Geico that decided to apply the neuromarketing technique called the puppy principle.


Geico is an insurance company that saw that its sales were falling and that the competition was increasing more and more.

The company decided to apply the neuromarketing technique called the puppy principle. Where it traded all its insurance salesmen for this adorable lizard (gecko). The result? They increased their insurance policy sales to the number one position in sales in the United States. People preferred this company for being cheaper. By eliminating their salespeople the company was able to offer more affordable products.

But what did this lizard have to do with it? What is ‘the puppy principle’?

According to neuroscience, most animals, including humans, are born with large eyes and foreheads, larger in proportion to their size. Over time this disappears until it reaches the dimensions considered normal.

It is said that this peculiarity causes animals to care for, feed and above all not eat or abandon their offspring. In humans, it creates tenderness and compassion to ensure care, protection and feeding.

Therefore a small animal with a large forehead and eyes will be more marketable than a normal person. Don’t you believe me? Do these examples ring a bell?