Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
| Author | : | |
| Rating | : | 4.23 (555 Votes) |
| Asin | : | 1137278927 |
| Format Type | : | paperback |
| Number of Pages | : | 288 Pages |
| Publish Date | : | 2017-05-06 |
| Language | : | English |
DESCRIPTION:
. 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
For too long marketers have been asking the wrong question. 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 Bowl commercial.. We need to go beyond asking why, and begin to ask how, behavior change occurs. Before marketers develop strategies, they need to recognize that consumers have strategies too human strategies, not consumer strategies. 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
Doug Van Praet is one of them.” Eric Hirshberg, CEO, Activision Publishing. 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. We're using it. It's an invaluable resource for any marketer.” Matt Jarvis, Partner and Chief Strategy Officer, 72andSunny“Drawing upon the insights of behavioral science, Van Praet provides a seven-step, behavior-modification procedure--Useful insights that should benefit marketers big and small.” Publishers Weekly“Doug Van Praet knows what's going on in your mind better than you do. 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 thir
Good theory light on application 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 or Loriel. Sure, it's impressive when a company goes from $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 or Loriel. Sure, it's impressive when a company goes from $400M to $billions, but at $400M or even $40M there's already a pretty good marketing budget to . 00M to $billions, but at $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 or Loriel. Sure, it's impressive when a company goes from $400M to $billions, but at $400M or even $40M there's already a pretty good marketing budget to . 00M or even $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 or Loriel. Sure, it's impressive when a company goes from $400M to $billions, but at $400M or even $40M there's already a pretty good marketing budget to . 0M there's already a pretty good marketing budget to . A Must Read for Those Interested in Consumer Insights Amazon Customer 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 marketing book that I'd like to share with you. I'm really interested in understanding what consumers do versus what they say and this book has an unconventional. "A pleasant read to understand the dominant techniques of modern marketing and politics" according to 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 voters with neuro-science techniques that resonate at their most core identity. You can't understand modern marketing or politics until you understand neuro-m