In January 2016 Telecom Italia launched a large rebranding operation following a period of strategic and tactical study of their branding strategy focused on combining their offer previously provided separately by Telecom Italia and by TIM. The new brand maintains one of the two previous brand names, TIM, but with a new graphic symbol. The final Logo that was adopted was studied by the marketing department using traditional marketing research methods combined with neuromarketing tests. These tests were carried out by BrainSigns, Telecom Italia’s neuromarketing partner.
Brainsigns performed a group of neuromarketing tests that supported the final choice and also gave specific suggestions with respect to the details of the final logo shape, that were then adopted in the final version that has already become well known all over Italy.
Published on Management Innovation Newsletter n. 19
Measuring and revealing the emotional and cognitive reactions of human beings in the most varied situations is becoming ever more possible. The experts of Brainsigns, a spin-off of young researchers of the University of Rome Sapienza, use devices capable of reading people’s cerebral and emotional reactions generating non invasive measurements to create new interesting applications with clear industrial value. In the laboratories of Brainsigns methods have been developed that allow, by applying sensors to the head and to the wrists, to get the answers to unspoken questions. These methods, published in international scientific publications, make it possible to measure what a person experiences whilst observing a painting, or whilst driving in a road full of traffic, or while watching a film or navigating in Internet.
The potential applications of technologies derived from the neurosciences are many. The most immediate of these is in the field of marketing, given that it’s possible to measure instinctive and unconscious reactions, that are not always decipherable from an interview which have however a significant impact on determining behavior. Since 2011 the company provides consultant services for Neuromarketing tests to large companies in Italy with dominating markets.
These techniques, however, open up new opportunities in many fields. Since 2013 Brainsigns has been carrying out experiments in the filed of art on artistic perception at the exhibitions of Veermer and Tiziano at the Scuderie del Quirinale at Michelangelo’s Moses and Sistine Chapel.
With this idea, in 2015 Brainsigns won an award in the SME Instrument call in Horizon 2020 to develop an industrial prototype of this device to evaluate the state of stress of pilots and Air Traffic Controllers, called Brain Workload Reader (BWR).
An experimental moment during the Brainsigns activity