Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
| Author | : | |
| Rating | : | 4.31 (767 Votes) |
| Asin | : | 1137278927 |
| Format Type | : | paperback |
| Number of Pages | : | 288 Pages |
| Publish Date | : | 2015-02-20 |
| Language | : | English |
DESCRIPTION:
Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. These steps are illustrated using real world examples from advertising, marketing, media, and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?"; and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super
Good theory light on application avid reader 74 This is a well written book, covering a very interesting subject matter. It provides great insights into the way humans behave and how that applies to marketing. Where it is disappointing is that the examples of application of these principles were all around big business like coke o. Amazon Customer said A Must Read for Those Interested in Consumer Insights. This is a really terrific book for marketing professionals who want to understand the difference between what consumers say versus what they do.One of the few benefits of very long plane rides to Europe is a chance to read without interruptions. This week, I read a wonderful marketin. A pleasant read to understand the dominant techniques of modern marketing and politics Shouvik Banerjee This book is a pleasure to read, and critical to understanding the digital marketing world. Love it or hate it, neuro-science techniques dominate the messaging and marketing tools of the 21st century. Love him or hate him, Donald Trump is our first click-bait president, hooking voter
“A provocative approach that should give pause to consumers as well as marketers.” Kirkus Reviews“Doug has been an instrumental strategic guide for transforming and redefining the Volkswagen brand. It works.” Mike Sheldon, CEO Deutsch LA“There are many researchers in advertising who can study a campaign and tell you what happened. This is the only book that finally provides a useful 'how to' when it comes to applying neuroscience to marketing. There are precious few who can tell you why. The behavioral insights and the rationale for why people act as they do - uncovered in his book - have had a profound effect on how we communicate and behave, helping the brand achieve the highest market share in thirty years. Doug Van Praet is one of them.” Eric Hirshberg, CEO, Activision Publishing. It's an invaluable reso
Douglas Van Praet is executive vice president at Deutsch LA, one of the nation's hottest ad agencies, where his responsibilities include group planning director for the iconic, highly acclaimed and coveted Volkswagen account.