Marketing Today With Alan Hart

In this week's episode of "Marketing Today," Alan talks with Michael Platt, who is the James S. Riepe University Professor at the University of Pennsylvania. He also holds three professorships there: in marketing at the Wharton School; in neuroscience at the Perelman School of Medicine; and in psychology at the university's School of Arts and Sciences. In addition, he is the director of the Wharton Neuroscience Initiative.In the course of their discussion, Pratt talks at length about an article he co-authored with Leslie Zane, "Cracking the Code on Brand Growth," as well as a yet-to-be-published study regarding people's feelings about and affinities for their smartphones and how that relates to brand choice and loyalty.He also touches on the risks big brands face in not innovating, the even greater impact neuroscience will have in the future on marketing, advertising and design, and, last but not least, how his polymathic ways fuel his passion. "I'm very passionate about what I do; I'm very passiona