Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections
- 4h 37m
- Sandeep Dayal
- McGraw-Hill
- 2021
Successful marketing is all about unlocking the door to peoples’ thoughts, feelings, memories, and fantasies. Tap into one or more of these, and your brand will stick forever.
In Branding Between the Ears, world-renowned marketing thought leader Sandeep Dayal explains how to leverage behavioral psychology, social anthropology, and neuroscience to decode what goes on in consumer minds―and create effective marketing strategies to build the kind of loyalty that fuels today’s iconic brands. Dayal reveals that most successful cognitive brands are architected around three questions consumers ask themselves:
- Does this brand give me good vibes?
- Does what this brand says make sense to me?
- Will I be happier if I buy this brand?
These three factors―good brand vibes, brand sense, and brand resolve―are the hidden mantra that push customers off the fence of indecision, and get them not just to admire, but actually buy the brands again and again.
Branding Between the Ears reveals paradigm shifts in building and executing brands that are informed by a burgeoning body of research in brain sciences, and offers a better way to make brands that not just stand out, but connect with consumers and embed deeply in their thoughts to drive choice.
Dayal is the marketing thought leader who predicted that “consumer collaboration” would be the key factor in winning people’s trust online and giving consumers control over their personal information would be central to gaining their trust―issues that are unfolding today.
Now, with Branding Between the Ears he provides equally prescient principles and new ideas for gaining the competitive edge in a largely uncertain future and winning with cognitive power brands.
In this Book
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Brands That Rock
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Beyond the Illusions of the Past
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Right Between Your Ears
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Brands That Work the Way the Brain Does
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Brand Vibes: Tugging at the Heartstrings
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Brand Sense: Using System 1 Easers to Go with the Flow
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Brand Sense: Using System 2 Deliberators to Form New Brand Loyalties
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Brand Resolve: A Mantra for Happiness
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For The Love of Kids
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Brands With Purpose
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Tales From the Trenches—Brand Execution
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Brand Sensations
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Minding Your Manners
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Where Do We Go From Here?
