Palgrave Macmillan Home
Login or Register    Shopping Basket Shopping Basket
Search 
 
 
 
 
Unconscious Branding
 
   Enlarge Image
 
 
Unconscious Branding
How Neuroscience Can Empower (and Inspire) Marketing
 
 
Palgrave Macmillan
 
 
 
 
 
 
08 Nov 2012
|
£17.99
|Hardback In Stock
  
9780230341791
||
 
 
12 Mar 2014
|
£10.99
|PaperbackIn Stock
  
9781137278920
||


OrderHelpBox
                                                                                                                                              returns, payment and delivery


DescriptionReviewsContentsAuthors

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.


Description

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.


Reviews

"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


Contents

Introduction: The Elephant in the Room and the Building of a Bridge
PART I: THE SCIENCE BELOW OUR DEEPER BEHAVIOR
The Myth of Marketing
Humans not Consumers
The Biology of Behavior
PART II: 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
Sources
Acknowledgements
Index


Authors

DOUGLAS VAN PRAET is Executive Vice President at Deutsch LA, one of the nation's hottest ad agencies, where his responsibilities include Group Planning director for the iconic, highly acclaimed and coveted Volkswagen account. Van Praet is recognized as an industry expert in unconscious behaviorism and a pioneer in applying neurobiology to business problems. His unique approach using reverse-engineered behavioral change therapy and neuroscience has produced effective, award-winning advertising campaigns and product launches for leading advertisers and marketers.