Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands
- 3h 18m
- Daryl Weber
- Career Press, Inc.
- 2016
For many marketing professionals, “science” is a four-letter word. They see brand-building as an unteachable art guided by their intuition and experience. But at its core, marketing aims to seed ideas into people’s minds, make them feel a certain way, and, ultimately, get them to act.
In Brand Seduction, Daryl reveals the latest psychological and neuroscientific discoveries about how our minds process brand information and make decisions, and the important roles our emotions and unconscious play in our selections.
Welcome to the new world of neuromarketing.
Through simple language, engaging stories, and real-world examples, Brand Seduction shows you how to decode, build, and use these hidden brand fantasies to grow your brand and business. You’ll learn:
- The surprising unconscious side of brands.
- The biggest myths about consumer psychology.
- The real role of emotions in building brands.
- Practical tools to use neuroscience to inspire better marketing.
Everyone seems to have a different idea of what brands are, how they work, and how they are built. Brand Seduction digs deeper into the nature of brands, how they exist and behave in the mind, and how marketers and business leaders can use this understanding to “seduce” customers and grow their businesses.
About the Author
Daryl Weber is a branding consultant whose work has influenced many of the best and biggest brands in the world, including Coca-Cola, Nike, Johnnie Walker, Gatorade, Pampers, and many more. He was formerly Global Director of Creative Strategy at The Coca-Cola Company, where he oversaw brand and communication strategy for many of the company’s billion-dollar brands. Prior to that, he was a Director of Strategy at the consultancy Redscout, where he advised Fortune 500 companies on new product innovation and brand positioning. Weber has a BA in psychology from Columbia University.
In this Book
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Brand Seduction─How Neuroscience Can Help Marketers Build Memorable Brands
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Preface
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The Mental Underworld of Brands
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Beauty Is In the Brain of the Beholder─How Brands Enter the Mind
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Do I Have Your Attention?─Why it May Not Matter As Much As You Think
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Remember That?─How Brands Live in Our Memory
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Getting Emotional─The Real Role of Emotions in Branding
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Decisions, Decisions─The Truth Behind How Consumers Decide
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Capturing Cool─Why We Need a New Way of Thinking About Brands
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The Brand Fantasy Model─Making the Intangible (Somewhat) Tangible
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The Brand Fantasy in Action─A Few Case Studies
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Filling Your Brand Bucket─Aligning Every Piece of Your Brand to the Same Fantasy
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Advertising to the Unconscious─Building Your Brand’s Fantasy Through Communications
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Researching the Unconscious─Market Research that Actually Works
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Innovating for the Unconscious─Developing New Products that Last
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Conclusion
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Chapter Notes
