Dimensions
156 x 234 x 17mm
Branding with Brains shatters the conventional approach to branding, which is based on hunches and intuition, by uncovering the hard, scientific truth about why customers choose some brands over others.
Insights into company stories, from Leica to Innocent Drinks, from Starbucks to Schipol International Airport.
The first book to link how the brain works with branding and the customer's decision to buy - a totally new, dramatically different and extremely effective approach to branding.
New tools, techniques and frameworks to help you implement the top three laws of branding more effectively.
Shows the three laws of branding in action and reveal the potent impact of the workings of the human brain.
This ground-breaking new book brings the proven effects of hard science to the creative practice of branding. It shows you how to harness this powerful combination to your own advantage by helping you understand how customers' brains work when they choose brands. A strong brand cannot be build effectively without taking into account the laws of the brain - which, as this book shows, really exist and can be scientifically proven to work. Once you know this, you can apply the familiar branding laws of relevance, coherence and participation more precisely, more confidently and to much greater effect. This means your brand will have a much greater chance of being chosen by customers than your competitors' brands.
What has neuroscience got to do with branding? The link may not be immediately obvious, but the fact is, our brains select brands in much the same way that Google selects websites. So, just as web marketers play on Google's algorithm to make sure their site appears as high up the search list as possible, brand marketers should play on the brain's algorithm to make sure their brand is at the top of their customers' minds at the moment they choose which brand to buy.
