Description
Book SynopsisBuild a âœcognitive brandâ that connects with your customers in the deepest, most meaningful ways
Successful marketing is all about unlocking the door to peoplesâ 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 mindsâand create effective marketing strategies to build the kind of loyalty that fuels todayâs 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?
These three factorsâgood brand vibes, brand sense, and brand resolveâare the hidden mantra that push c
Table of ContentsPART 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
