Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing

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9780230341791: Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
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Cognitive and behavioral science help marketers understand how to reach consumers in a crowded media environment

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"A provocative approach that should give pause to consumers as well as marketers." --Kirkus Reviews "Doug has been an instrumental strategic guide for transforming and redefining the Volkswagen brand. 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 thirty years. I would recommend this book to anyone who wants to truly understand how to craft communications that will truly resonate." --Justin Osborne, General Manager, Marketing Communications, Volkswagen of America "Unconscious Branding brings the power of neuroscience to marketing in a way that is both intuitive and revelatory. 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. This is the only book that finally provides a useful 'how to' when it comes to applying neuroscience to marketing. We're using it. It works." --Mike Sheldon, CEO Deutsch LA "There are many researchers in advertising who can study a campaign and tell you what happened. There are precious few who can tell you why. Doug Van Praet is one of them." --Eric Hirshberg, CEO, Activision Publishing A provocative approach that should give pause to consumers as well as marketers. "Kirkus Reviews" Doug has been an instrumental strategic guide for transforming and redefining the Volkswagen brand. 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 thirty years. I would recommend this book to anyone who wants to truly understand how to craft communications that will truly resonate. "Justin Osborne, General Manager, Marketing Communications, Volkswagen of America" "Unconscious Branding" brings the power of neuroscience to marketing in a way that is both intuitive and revelatory. 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. This is the only book that finally provides a useful 'how to' when it comes to applying neuroscience to marketing. We're using it. It works. "Mike Sheldon, CEO Deutsch LA" There are many researchers in advertising who can study a campaign and tell you what happened. There are precious few who can tell you why. Doug Van Praet is one of them. "Eric Hirshberg, CEO, Activision Publishing"" "A provocative approach that should give pause to consumers as well as marketers." - "Kirkus Reviews" "Doug has been an instrumental strategic guide for transforming and redefining the Volkswagen brand. 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 thirty years. I would recommend this book to anyone who wants to truly understand how to craft communications that will truly resonate." - Justin Osborne, General Manager, Marketing Communications, Volkswagen of America ""Unconscious Branding" brings the power of neuroscience to marketing in a way that is both intuitive and revelatory. 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. This is the only book that finally provides a useful 'how to' when it comes to applying neuroscience to marketing. We're using it. It works." - Mike Sheldon, CEO Deutsch LA "There are many researchers in advertising who can study a campaign and tell you what happened. There are precious few who can tell you why. Doug Van Praet is one of them." - Eric Hirshberg, CEO, Activision Publishing

Reseña del editor:

If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? Unconscious Branding 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.

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9781137278920: Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing

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ISBN 10:  1137278927 ISBN 13:  9781137278920
Editorial: Palgrave Macmillan, 2014
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