Branding between the ears : using cognitive science to build lasting customer connections / Sandeep Dayal.

Format:

Book

Author/Creator:

Dayal, Sandeep, author.

Language:

English

Subjects (All):

Branding (Marketing).

Marketing--Psychological aspects.

Marketing.

Cognitive neuroscience.

Physical Description:

1 online resource (211 pages)

Edition:

1 Edition.

Place of Publication:

New York, New York : McGraw-Hill LLC, [2022]

Summary:

"The new, game-changing way to build a "cognitive brand" that connects with your customers in the deepest, most meaningful ways 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, shows you 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 brand giants. 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 for designing empathetic brands that push customers off the fence of indecision and indifference to fully engage with and inevitably buy them. 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 in their thoughts inexorably 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"-- Provided by publisher.

Contents:

Cover

Title Page

Copyright Page

Dedication

Contents

PART ONE HOW BRAIN SCIENCE IS REVOLUTIONIZING BRANDING

CHAPTER 1 Brands That Rock

CHAPTER 2 Beyond the Illusions of the Past

CHAPTER 3 Right Between Your Ears

PART TWO COGNITIVE BRANDS: DESIGN

CHAPTER 4 Brands That Work the Way the Brain Does

CHAPTER 5 Brand Vibes: Tugging at the Heartstrings

CHAPTER 6 Brand Sense: Using System 1 Easers to Go with the Flow

CHAPTER 7 Brand Sense: Using System 2 Deliberators to Form New Brand Loyalties

CHAPTER 8 Brand Resolve: A Mantra for Happiness

CHAPTER 9 For the Love of Kids

CHAPTER 10 Brands with Purpose

PART THREE COGNITIVE BRANDS: EXECUTION

CHAPTER 11 Tales from the Trenches-Brand Execution

CHAPTER 12 Brand Sensations

CHAPTER 13 Minding Your Manners

CHAPTER 14 Where Do We Go from Here?

Acknowledgments

Notes

Index.

Notes:

Description based on print version record.

Includes index.

ISBN:

9781264269853

1264269854

OCLC:

1283852255