Unconscious Branding by Douglas Van Praet
How Neuroscience Can Empower (and Inspire) Marketing

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Synopsis

For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.

 

About Douglas Van Praet

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Douglas Van Praet is Executive Vice President at Deutsch LA, one of the nation's hottest ad agencies, where his responsibilities include Group Planning Director for the highly acclaimed and coveted Volkswagen account. Van Praet is recognized as an industry leader in unconscious behaviorism and a pioneer in applying neurobiology and evolutionary psychology to business problems. His unique approach using reverse-engineered behavioral change therapy and neuroscience has produced effective, award-winning campaigns and product launches for leading advertisers of many of the world's most successful brands.
 
Published November 13, 2012 by Palgrave Macmillan Trade. 288 pages
Genres: Business & Economics, Science & Math, Professional & Technical. Non-fiction

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Instead, he explains, we choose brands that are familiar because they evoke pleasant emotions and are “road signs” that allow us to take “mental shortcuts.” As the complexity of our lives increases, we tend “to blindly obey…stereotypical rules of thumb that make our decisions for us.” Van Praet s...

Oct 01 2012 | Read Full Review of Unconscious Branding: How Neu...

Publishers Weekly

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Although corporate marketers are always searching for subtle and influential ways to steer customers to their wares only two out of ten products make it past their initial launch.

Aug 20 2012 | Read Full Review of Unconscious Branding: How Neu...

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