Blog posts
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Less website, more impact: why your brain loves one-pagers
A website with just one page? For the brain, often the better choice. Complexity creates distance, simplicity creates closeness. A good one-pager satisfies curiosity, scrolling replaces clicking, and clicking is always a decision. Many small subpages, by contrast, often dilute the core message, while a one-pager condenses it.
Chapters (4)
- Complexity creates distance. Simplicity creates closeness.
- A good one-pager satisfies curiosity.
- Scrolling replaces clicking. And clicking is always a decision.
- Many small subpages often dilute the core message. A one-pager condenses it.
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FRED, the brain: brain-friendly neuromarketing in a nutshell
FRED is my model of how the brain decides: fast, reward-driven, emotional and, ideally, effortless. The post introduces the model and translates it into brand management. It asks what FRED means in practice when brands have to hold their own in a head that mainly wants one thing: to save effort.
Chapters (2)
- The FRED model
- What FRED means for brand management
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