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For many marketing professionals, "science" is a four-letter word. They see brand-building as an unteachable art guided by their intuition and experience. But at its core, marketing aims to seed ideas into people's minds, make them feel a certain way, and, ultimately, get them to act.
In Brand Seduction, Daryl reveals the latest psychological and neuroscientific discoveries about how our minds process brand information and make decisions, and the important roles our emotions and unconscious play in our selections.
Welcome to the new world of neuromarketing.
Through simple language, engaging stories, and real-world examples, Brand Seduction shows you how to decode, build, and use these hidden brand fantasies to grow your brand and business. You'll learn:
Everyone seems to have a different idea of what brands are, how they work, and how they are built. Brand Seduction digs deeper into the nature of brands, how they exist and behave in the mind, and how marketers and business leaders can use this understanding to "seduce" customers and grow their businesses.
|Edition description:||First Edition|
|Product dimensions:||5.20(w) x 8.20(h) x 0.80(d)|
About the Author
Daryl Weber is a branding consultant whose work has influenced many of the best and biggest brands in the world, including Coca-Cola, Nike, Johnnie Walker, Gatorade, Pampers, and many more. He was formerly Global Director of Creative Strategy at The Coca-Cola Company, where he oversaw brand and communication strategy for many of the company's billion-dollar brands. Prior to that, he was a Director of Strategy at the consultancy Redscout, where he advised Fortune 500 companies on new product innovation and brand positioning. Weber has a BA in psychology from Columbia University. He resides in Atlanta with his wife, Jennifer, and son, Avi. You can follow him on Twitter @BrandedCortex.
Table of Contents
Introduction: The Mental Underworld of Brands 11
Part I The Brain-Brand Connection 29
Introduction to Part 1: The Brain-Brand Connection 31
Chapter 1 Beauty is in the Brain of the Beholder: How Brands Enter the Mind 35
Chapter 2 Do I Have Your Attention? Why it May Not Matter As Much As You Think 59
Chapter 3 Remember That? How Brands Live in Our Memory 77
Chapter 4 Getting Emotional: The Real Role of Emotions in Branding 95
Chapter 5 Decisions, Decisions: The Truth Behind How Consumers Decide 113
Part II A New Model for Brands 135
Introduction to Part II: A New Model for Brands 137
Chapter 6 Capturing Cool: Why We Need a New Way of Thinking About Brands 139
Chapter 7 The Brand Fantasy Model: Making the Intangible (Somewhat) Tangible 153
Chapter 8 The Brand Fantasy in Action: A Few Case Studies 175
Part III Building Brands That Seduce 195
Introduction to Part III: Building Brands That Seduce 197
Chapter 9 Filling Your Brand Bucket: Aligning Every Piece of Your Brand to the Same Fantasy 201
Chapter 10 Advertising to the Unconscious: Building Your Brand's Fantasy Through Communications 221
Chapter 11 Researching the Unconscious: Market Research that Actually Works 241
Chapter 12 Innovating for the Unconscious: Developing New Products that Last 257
Chapter Notes 273
About the Author 287