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Branding between the ears : using cognitive science to build lasting customer connections / Sandeep Dayal.
Author
Dayal, Sandeep
[Browse]
Format
Book
Language
English
Εdition
1 Edition.
Published/Created
New York, New York : McGraw-Hill LLC, [2022]
©2022
Description
1 online resource (211 pages)
Availability
Available Online
O'Reilly Online Learning: Academic/Public Library Edition
Details
Subject(s)
Branding (Marketing)
[Browse]
Marketing
—
Psychological aspects
[Browse]
Cognitive neuroscience
[Browse]
Summary note
"The new, game-changing way to build a "cognitive brand" that connects with your customers in the deepest, most meaningful ways Successful marketing is all about unlocking the door to peoples' 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, shows you how to leverage behavioral psychology, social anthropology, and neuroscience to decode what goes on in consumer minds, and create effective marketing strategies to build the kind of loyalty that fuels today's brand giants. 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 factors, good brand vibes, brand sense and brand resolve are the hidden mantra for designing empathetic brands that push customers off the fence of indecision and indifference to fully engage with and inevitably buy them. Branding Between the Ears reveals paradigm shifts in building and executing brands that are informed by a burgeoning body of research in brain sciences, and offers a better way to make brands that not just stand out, but connect with consumers and embed in their thoughts inexorably to drive choice. Dayal is the marketing thought leader who predicted that "consumer collaboration" would be the key factor in winning people's trust online and giving consumers control over their personal information would be central to gaining their trust-issues that are unfolding today. Now, with Branding Between the Ears he provides equally prescient principles and new ideas for gaining the competitive edge in a largely uncertain future and winning with cognitive power brands"-- Provided by publisher.
Notes
Includes index.
Source of description
Description based on print version record.
Contents
Cover
Title Page
Copyright Page
Dedication
Contents
PART 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.
Show 22 more Contents items
ISBN
1-264-26985-4
OCLC
1283852255
1260168682
Statement on language in description
Princeton University Library aims to describe library materials in a manner that is respectful to the individuals and communities who create, use, and are represented in the collections we manage.
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