Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands

Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands

by Daryl Weber

Paperback(First Edition)

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Overview

Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands by Daryl Weber

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:

  • The surprising unconscious side of brands.
  • The biggest myths about consumer psychology.
  • The real role of emotions in building brands.
  • Practical tools to use neuroscience to inspire better marketing.

    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.

  • Product Details

    ISBN-13: 9781632650139
    Publisher: Red Wheel/Weiser
    Publication date: 04/25/2016
    Edition description: First Edition
    Pages: 288
    Sales rank: 780,124
    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

    Preface 7

    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

    Conclusion 271

    Chapter Notes 273

    Index 279

    Acknowledgments 286

    About the Author 287

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