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
Content preview from Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections
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CHAPTER 3
RIGHT BETWEEN YOUR EARS
Psychologists sometimes like to point out that everything about sex happens not where you might think, but between your ears. Everything about branding, too, happens not on perky store shelves, or dazzling billboards, or streamed OLVs (online videos), . . . but in your brain. That’s right, everything about branding happens right between your ears!
If you pause for a minute, both premises should be obvious. All that we see, touch, hear, smell, and taste is a sensory stimulus to the brain that triggers a conscious or subconscious response. But all of it is simply what the brain makes of it. Even when it isn’t. That is why amputees, nearly all of them, feel the presence of a phantom limb: because their brain believes ...
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