Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
For too long marketing experts have been asking the fallacious 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 only can’t tell us because they do not actually know.
Before marketers develop strategies, they wish to recognise that consumers have plans too . . . Human strategy, not consumer strategies.
We wish to go beyond asking why and begin to question how behaviour change occurs.
In Unconscious Branding, creator Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, market it 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 behaviour change.
These steps have illustrated the use of real-world examples from advertising, marketing, media, and business.
They consciously resolve what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story in the back of one of the critical most excellent 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 in addition to their beloved “The Force” (Mini Darth Vader) Super Bowl commercial.