Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing [NOOK Book]

Overview


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 DouglasVan ...

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

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Overview


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 DouglasVan 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.

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Editorial Reviews

Publishers Weekly
Although corporate marketers are always searching for subtle and influential ways to steer customers to their wares only two out of ten products make it past their initial launch. Here, Van Praet, executive vice president at Deutsch LA, turns to the field of cognitive science to help marketers overcome this gap. His research shows that humans make most of their decisions unconsciously and are therefore unable to determine why they do or don't buy specific products. Marketers, he asserts, need to go beyond asking why and begin to ask how: how do people "process information, structure their experience, and form the often-unconscious beliefs and motivations that drive their behavior?" Drawing upon the insights of behavioral science, Van Praet provides a seven-step, behavior-modification procedure. Brands are expectations based on memories, he suggests, offering such examples such as the "Pepsi Challenge." Useful insights that should benefit marketers big and small. Agent: James Levine, Levine Greenberg Literary Agency. (Nov.)
From the Publisher
"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

Kirkus Reviews
The executive vice president of ad agency Deutsch LA argues that successful advertising depends on recognizing "the subtleties of nonverbal communication, body language, and unconscious micro-expressions of emotions." In other words, Van Praet writes in his debut, marketers can profitably apply insights from neuropsychology about the biological basis of behavior. As fMRI brain-scan experiments reveal, when subjects are called upon to make decisions, their responses may bypass conscious awareness. People may believe they prefer one brand over another because of taste, but the author cites experiments that mix up labels to demonstrate that this is not always the case. Instead, he explains, we choose brands that are familiar because they evoke pleasant emotions and are "road signs" that allow us to take "mental shortcuts." As the complexity of our lives increases, we tend "to blindly obey…stereotypical rules of thumb that make our decisions for us." Van Praet suggests that our inborn need for social attachment can be tapped in today's complex, consumption-based society by treating buyers as members of communities whose buying preferences are a mark of their self-identity. He offers illustrations of steps that a marketer can take to appeal to potential buyers on an unconscious level, such as a Deutsch ad for the VW Passat that featured a little boy dressed as Darth Vader deploying the force to start the car (a Super Bowl attention-getter). He compares the special garments of the Catholic clergy to the white lab coats featured in pharmaceutical ads as examples of the hypnotic power of authority in unconscious branding. Suggesting that the time has come for a more creative approach, he mocks the use of market surveys. To question consumers about their product choices, he writes, is as sensible as "asking the political affiliation of a tuna fish sandwich." A provocative approach that should give pause to consumers as well as marketers.
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Product Details

  • ISBN-13: 9781137042781
  • Publisher: St. Martin's Press
  • Publication date: 11/13/2012
  • Sold by: Macmillan
  • Format: eBook
  • Pages: 288
  • Sales rank: 764,306
  • File size: 437 KB

Meet the Author


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 highly acclaimed and coveted Volkswagen account. Van Praet is recognized as an industry leader in unconscious behaviorism and a pioneer in applying neurobiology and evolutionary psychology to business problems. His unique approach using reverse-engineered behavioral change therapy and neuroscience has produced effective, award-winning campaigns and product launches for leading advertisers of many of the world’s most successful brands.

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Table of Contents

Introduction:  The Elephant in the Room and the Building of a Bridge

 

Part 1 – The Science Below Our Deeper Behavior

Chapter One: The Myth of Marketing

Chapter Two: Humans not Consumers

Chapter Three: The Biology of Behavior

  

Part 2 – 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

 

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