Unconscious Branding How Neuroscience Can Empower (and Inspire) Marketing

ISBN-10: 0230341799
ISBN-13: 9780230341791
Edition: 2012
List price: $28.00
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Description: For too long marketers have been asking the wrong question. 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 tell us because they  More...

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Book details

List price: $28.00
Copyright year: 2012
Publisher: Palgrave Macmillan Limited
Publication date: 11/13/2012
Binding: Hardcover
Pages: 288
Size: 6.50" wide x 9.50" long x 1.25" tall
Weight: 1.276
Language: English

For too long marketers have been asking the wrong question. 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 tell us because they don’t really know. Before marketers develop strategies, they need to recognize that consumers have strategies too…human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs.  Here, author Douglas Van 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.  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?";  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.

Introduction
The Science Below Our Deeper Behavior
The Myth of Marketing
Humans, Not Consumers
The Biology of Behavior
The Seven Steps to Behavior Change
Step One: Interrupt the Pattern
Step Two: Create Comfort
Step Three: Lead the Imagination
Step Four: Shift the Feeling
Step Five: Satisfy the Critical Mind
Step Six: Change the Associations
Step Seven: Take Action
Afterword
Acknowledgments
Notes
Index

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