A conversation between Luca Cottini (PhD) and Marco Baldocchi, Neuromarketing research director at NINA (the Italian Association of Applied Neurosciences), author, public speaker, and visionary entrepreneur in consulting and advertising.

* From Lucca to Miami. From advertising to #neuroscience (1:05)
* What is neurobranding? Why is neuroscience a key tool for #marketing? (2:35)
* The understanding of emotions. Our decisions take place at the unconscious level (6:00)
* The powerful impact of #storytelling in activating our #senses and our #memory (7:50)
* Italy, melodrama, and the transformation of products into emotional platforms (10:30)
* What moves our brain to #innovate? (13:43)
* What is #luxury and what mental associations do we refer to it? (15:25)

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