Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing

---

Discover by category

Aug 20, Uwe Hook rated it really liked it. Why we buy what we need and desire is fascinating stuff. His stance is controversial—that consumers make the vast majority of their decisions quite unconsciously, and, ironically, the vast majority of marketing practices ignore this cognitive truth. The book is worth it because he takes campaigns and scre Why we buy what we need and desire is fascinating stuff.

The book is worth it because he takes campaigns and screens them against his theory so this is not a dry treatment. I do not recommend branding and marketing books lightly because most offer nothing new.

sign in member menu

Why this book works is because it talks about the behaviour of both consumer and marketer. Jan 21, Jessica rated it liked it. I found the first half of this book, which deals with neuromarketing, to be very interesting from a consumer's and an advocate's perspective. If I had time to read just one book on the subject, it wouldn't be this. Dec 02, Kathleen Rainwater rated it really liked it Shelves: Focuses on how our unconscious mind drives our purchasing.

For years marketers have focused on the conscious mind - the tip of the iceberg. In part I, the background and science of Neuromarketing is thoroughly explored. Part II guides the marketer through how to take advantage of the unconscious mind.

Mar 02, Modya rated it really liked it Shelves: I like books that really make me think and make me use a lot of highlighter to mark sections and ideas that I want to reflect further on. This is one such book. I liked the book more as a consciousness book than a marketing book but none the less, think that it's a great book to make any marketer re-think how they go about promoting a brand.

Highly recommend the book. Jun 26, Odette Carney rated it really liked it. Great insights into how the brain makes decisions and what marketers can do to change behaviour. Has definitely sparked my interest in learning more about the human brain. Aug 12, Somaya Gewaily marked it as to-read. Brilliant A must read for anyone who w ants to learn about branding and mar keting you won't be disappoint ed. Dec 02, Pamela rated it really liked it Shelves: Great application to current business issues.

Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing

Sep 17, Kayla rated it really liked it. Great insights and I finished just in time for the Super Bowl! This book unveiled to me entire and fundamental knowledge from the deep inside of how to build communication with clients using neuromarketing. And that makes sense looking back at the stories of success the most recognizable international brands like Red Bull, Disney or Starbucks.

Neurobranding is more about emotions and associations around the brands which their customers subconsciously link themselves with. This book is "must read" for marketers and the brand managers. We've got lots of members keen to review your book. Contact Michael Piggott to find out more. They're annoying aren't they? Chipping away at our precious time. I'm in the middle of a dilemma r Please be aware your password is case sensitive. How neuroscience can empower and inspire marketing.

He approaches marketing by trying to explain and understand how we act. Through fascinating examples of classic ad campaigns, he outlines the unconscious connection that helps make the effort so successful at touching consumers and motivating them to purchase. The author has a seven step process that outlines: The role of interrupting perceptual and behavioral patterns 2. How to create customers comforts with a brand 3.

Lead the imagination to a desired conclusion or outcome 4. Shift consumer feeling in favor of a product 5. Satisfy the critical filter of resistance in the mind 6. Change the association by which memory and the mind work 7. Generate actions ingraining positive brand impressions that become second nature.

Customers who bought this item also bought

Best of all, this book treats consumers, target markets, demographics as human beings. It is an important distinction since the author explains how human motivation at an unconscious level helps us understand how we can change attitudes and behaviors when we are marketing products. I like the human approach to marketing and the author articulates these idea like a mensch.

Unconscious Branding: how neuroscience can empower (and inspire) marketing.

Yiddish for a really fine human being I learned from this book that the word emotion and motivation both come from the latin root to move. This helps us understand that key to both connecting emotional and motivating a behavior that taking action is required.

Frequently bought together

When you touch a hot stove, you learn to stay away from the painful experience. When a brand disappoints you by promising something and not delivering, you move away from that brand. Harnessing this insight can help you motivate a human consumer to take an action and move toward your brand and its solutions. The book is filled with examples from traditional and non-traditional advertising and marketing campaigns.

One case study in Unconscious Branding is the success of Red Bull. The founder of Red Bull created a strange brew. His oddly flavored caffeine spiked beverage received the lowest scores in research for taste and purchase intention. Yet, the Australian born Dietrich Mateschitz understood the importance of emotional branding and motivational communications. He created unique emotional experiences through experiential marketing that linked the product to the emotional rollercoaster of stimulating experiences.

His recent Red Bull Stratos is one of the cleverest marketing events to associate emotion with a brand I have ever witnesses. This type of marketing connections puts Red Bull's Mateschitz in a class with Jobs and Apple whereby they make consumers connect not only to the physical product but at an unconscious level, plug into the brand's attitude.

This is branding by masters.

So pick up a copy of Unconscious Branding. It is available at Amazon or your favorite independent bookstores but I bet you unconsciously knew that.

Unconscious Branding

Unconscious Branding laid out a unique approach to Marketing that I had never encountered before. Theses relationships are the foundations that connect us to our family and friends so why not recognize that those associations are similar to how we connect with brands as well?

While Van Praet is quite redundant in his underlying message and concept this book could have easily been pages shorter he provide more detail and illustration of the concepts to really make his ideas hit home. If not for the story tale examples he provided the book would have been far too dry to consume his more complex concepts and I would have put it down before finishing it. The last half of the book was his seven steps to branding, which I would actually characterize as the 7 different parts of associations.

They were not so much steps, rather seven ways to create positive associations that when leveraged together create a powerhouse marketing plant that would be indefatiguable. I've read a few books about brands Good quality book, and excellent read. See all 53 reviews. Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more about Amazon Giveaway. Set up a giveaway. Customers who viewed this item also viewed. Words Can Change Your Brain: Predictably Irrational, Revised and Expanded Edition: There's a problem loading this menu right now.

Learn more about Amazon Prime.

• The Best of J. Ellsworth Kalas: Telling the Greatest Story Ever Told Like Its Never Been Told Before
• Twice in a Lifetime (Mills & Boon Love Inspired) (The Bodine Family, Book 1)
• Telephone
• Scarlet Threads, Part One: Babylon in Bible Days
• El pensamiento de los ahorcados (Algaida Literaria - Premio Novela Corta Diputación De Córdoba) (Spanish Edition)