The world of marketing and consumerism is about to be turned on its head. In an industry that always asks consumers why they do what they do, this book questions: Are we really ever in control of our brand choices? And do we even know why we purchase our iPads or drink Starbucks or wear Nike? Marketers and consumers alike will learn how the mind works to transform tight purse strings into open wallets, uncovering the hidden forces that drive almost all of our purchases. Here, branding expert, behavior change therapist, and neuromarketing pioneer Douglas Van Praet sheds light on his unique approach to marketing that has led to wildly successful efforts such as Volkswagens beloved Star Wars The Force (mini-Darth Vader) Super Bowl commercial. While many marketers waste time measuring the outward expression of consumer beliefs, Van Praet knows that the real power comes from understanding unconscious, unstated motivations. Some of the most iconic campaigns in recent history are explained through the lens of these insights, which are finally spelled out in full detail in this book.Van Praets stance is controversialthat consumers make the vast majority of their decisions quite unconsciously, and, ironically, the vast majority of marketing practices ignore this cognitive truth. His approach is based on the neurological and behavioral steps that go on behind the scenes in the human mind and how they can be harnessed to inform marketing and advertising strategies and consumers purchase decisions.Through his studies of the cognitive and behavioral neurosciences, he has reverse engineered a seven step process to change behavior. Real examples in the field are used to illustrate these seven steps in action and show how they can be implemented into powerfully effective campaigns.Unconscious Branding will open and illuminate our minds and inspire us to change for the better, both in how we sell and how we buy.
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. Here, Van Praet, executive vice president at Deutsch LA, turns to the field of cognitive science to help marketers overcome this gap. His research shows that humans make most of their decisions unconsciously and are therefore unable to determine why they do or don't buy specific products. Marketers, he asserts, need to go beyond asking why and begin to ask how: how do people "process information, structure their experience, and form the often-unconscious beliefs and motivations that drive their behavior?" Drawing upon the insights of behavioral science, Van Praet provides a seven-step, behavior-modification procedure. Brands are expectations based on memories, he suggests, offering such examples such as the "Pepsi Challenge." Useful insights that should benefit marketers big and small. Agent: James Levine, Levine Greenberg Literary Agency. (Nov.) (c) Copyright PWxyz, LLC. All rights reserved.
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November 13, 2012
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