Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections
McGraw-Hill Education (Verlag)
978-1-264-26984-6 (ISBN)
Successful marketing is all about unlocking the door to peoples’ thoughts, feelings, memories, and fantasies. Tap into one or more of these, and your brand will stick forever.
In Branding Between the Ears, world-renowned, marketing thought leader, Sandeep Dayal, shows you how to leverage behavioral psychology, social anthropology, and neuroscience to decode what goes on in consumer minds, and create effective marketing strategies to build the kind of loyalty that fuels today’s brand giants. Dayal reveals that most successful cognitive brands are architected around three questions consumers ask themselves:
• Does this brand give me good vibes?
• Does what this brand says make sense to me?
• Will I be happier if I buy this brand?
These three factors, good brand vibes, brand sense and brand resolve are the hidden mantra for designing empathetic brands that push customers off the fence of indecision and indifference to fully engage with and inevitably buy them.
Branding Between the Ears reveals paradigm shifts in building and executing brands that are informed by a burgeoning body of research in brain sciences, and offers a better way to make brands that not just stand out, but connect with consumers and embed in their thoughts inexorably to drive choice.
Dayal is the marketing thought leader who predicted that "consumer collaboration" would be the key factor in winning people’s trust online and giving consumers control over their personal information would be central to gaining their trust—issues that are unfolding today.
Now, with Branding Between the Ears he provides equally prescient principles and new ideas for gaining the competitive edge in a largely uncertain future and winning with cognitive power brands.
Sandeep Dayal is the managing director of Cerenti. Throughout his 25 years of experience, which includes positions at McKinsey and Booz, he has advised senior executives at Fortune 500 companies in the United States, Asia, Latin America, and the EU. He correctly predicted in 2001 that "consumer collaboration" would be the key factor in winning people’s trust online, and later that giving consumers control over their personal information would be central to gaining their trust—both issues that coming to a head today. Many strategies that he proposed, including viral advocacy and handholding, are mainstream today. This book will be equally prescient in transforming modern brands.
PART ONE
HOW BRAIN SCIENCE IS REVOLUTIONIZING BRANDING
CHAPTER 1 Brands That Rock
CHAPTER 2 Beyond the Illusions of the Past
CHAPTER 3 Right Between Your Ears
PART TWO
COGNITIVE BRANDS: DESIGN
CHAPTER 4 Brands That Work the Way the Brain Does
CHAPTER 5 Brand Vibes: Tugging at the Heartstrings
CHAPTER 6 Brand Sense: Using System 1 Easers
to Go with the Flow
CHAPTER 7 Brand Sense: Using System 2 Deliberators
to Form New Brand Loyalties
CHAPTER 8 Brand Resolve: A Mantra for Happiness
CHAPTER 9 For the Love of Kids
CHAPTER 10 Brands with Purpose
PART THREE
COGNITIVE BRANDS: EXECUTION
CHAPTER 11 Tales from the Trenches—Brand Execution
CHAPTER 12 Brand Sensations
CHAPTER 13 Minding Your Manners
CHAPTER 14 Where Do We Go from Here?
Acknowledgments
Notes
Index
| Erscheinungsdatum | 30.12.2021 |
|---|---|
| Verlagsort | OH |
| Sprache | englisch |
| Gewicht | 483 g |
| Themenwelt | Technik |
| Wirtschaft ► Allgemeines / Lexika | |
| Wirtschaft ► Betriebswirtschaft / Management ► Allgemeines / Lexika | |
| ISBN-10 | 1-264-26984-6 / 1264269846 |
| ISBN-13 | 978-1-264-26984-6 / 9781264269846 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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