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Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
Sign up for Blinkist. Before marketers develop strategies, they need to recognize that consumers have strategies too. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author DouglasVan 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.
Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing by Douglas Van Praet
Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. 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?
Hardcover , pages. To see what your friends thought of this book, please sign up. To ask other readers questions about Unconscious Branding , please sign up. Lists with This Book. Cool and, if not provocative, thought-inducing anyway. How well do we know our brain? We are afraid someone will control us Are we in control of ourselves?
Unfortunately, businesses have long based their marketplace knowledge on culture and economics and not on the truths of biology and brain evolution. All sorts of things that we think are matters of the external world are in fact these matrix prog Cool and, if not provocative, thought-inducing anyway.
All sorts of things that we think are matters of the external world are in fact these matrix programs playing in our heads and structuring the world for us. Brands are subjective, not objective, experiences.
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They are symbols that signal expectations of outcomes based upon our past beliefs and impressions. The brain, much like the humans it commands, is inherently paradoxical and conflicted. If an animal can be preprogrammed to react to a specific environmental feature, can humans be preprogrammed in a similar fashion?
When your target audience is all humans who are all highly motivated, you have the foundation for an extremely pervasive and profitable business model or ad slogan. Our minds and our memories work by association.
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Repetition and emotion strengthen these neural associations so that they become automatic. If we want to change perceptions of anything, we have to change our associations. By supplanting real people with the darkened silhouettes, prospects were empowered to project themselves and their identity into the experience, giving them the opportunity to find their own meaning and relevance.
Imagination gives us the ability to combine dissimilar concepts. Most of us have two lives.
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The life we live and the unlived life within us. Apr 11, Lawrence Mulkerin rated it really liked it. It joins the flood of books that simplifies complex neurophysiology, but it stands above most. It's easy to read and disturbing to contemplate.
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The business of advertising has rushed from Mad Men to scientifically validated thought capture. Control may be too harsh a word - maybe not. I was required to read this for one of my marketing classes, Consumer Behavior. It had a lot of technical wording, some of which went a little over my head. 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.
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.