November 2021
Intermediate to advanced
288 pages
6h 41m
English
book
Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections
by Sandeep Dayal
Overview
Build a “cognitive brand” that connects with your customers in the deepest, most meaningful ways
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 explains 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 iconic brands. 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?
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