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 4
BRANDS THAT WORK THE WAY THE BRAIN DOES
Given everything we have learned so far, you would think that the field of branding would be in the midst of a bloody revolution, with marketers tearing down the old walls, redrawing boundaries, and building new foundations and pillars. Let’s review the facts.
Fact #1: Nobel Prize–winning pioneers like Kahneman, Schiller, Thaler, and a myriad others have turned the world upside down in fields as disparate as economics, social anthropology, linguistics, and neuropsychology, with a consilience of discoveries on how consumers behave and make choices.1
Fact #2: Branding is all about understanding consumer behavior and shaping customer choice to favor your brand. And yet, the art of branding is ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.