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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CONTENTS
PART ONEHOW BRAIN SCIENCE IS REVOLUTIONIZING BRANDING
CHAPTER 2 Beyond the Illusions of the Past
CHAPTER 3 Right Between Your Ears
PART TWOCOGNITIVE 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 THREECOGNITIVE BRANDS: EXECUTION
CHAPTER 11 Tales from the Trenches—Brand Execution
CHAPTER 13 Minding Your Manners