The Father of Contemporary Marketing
Marketing stops being opinion.
It becomes measurable science.
Gaetano Lo Presti is an economist and strategist, pioneer of neural and contemporary marketing, artificial-intelligence expert, researcher and author.
- Economist
- Business Consultant
- Marketing Consultant
- Security Consultant
- AI Expert
- Researcher
- Author
Ninety-five percent of decision processing never reaches words.
The thesis
Traditional marketing asks people what they think. Contemporary Marketing measures what their brain already did — cortical and autonomic response as ground truth, causal experiments as proof, and artificial intelligence as the extrapolation engine.
It is time to set aside the old mantra of consumer first and be honest about what the discipline does: strategically guiding the decisions of the end user — for a branded bag, a phone, a vaccine or a political election alike.
Featured publication
Contemporary Marketing
The founding text: influence, not deference, as the organising principle between a brand and the people it reaches.