Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
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 Douglas Van 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.
1114701897
Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
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 Douglas Van 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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Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing

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

by Douglas Van Praet
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Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing

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

by Douglas Van Praet

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 Douglas Van 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.

Product Details

ISBN-13: 9781137278920
Publisher: St. Martin's Publishing Group
Publication date: 03/04/2014
Edition description: Reprint
Pages: 288
Product dimensions: 9.00(w) x 6.10(h) x 0.90(d)

About 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 iconic, highly acclaimed and coveted Volkswagen account.

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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