Branding Between The Ears Using Cognitive Science To Build Lasting Customer Connections PDF Download
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| Author | : Sandeep Dayal |
| Publisher | : McGraw Hill Professional |
| Total Pages | : 273 |
| Release | : 2021-11-30 |
| Genre | : Business & Economics |
| ISBN | : 1264269854 |
Download Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections Book in PDF, ePub and Kindle
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 explains 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 iconic brands. 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 that push customers off the fence of indecision, and get them not just to admire, but actually buy the brands again and again.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 deeply in their thoughts 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.
| Author | : Sandeep Dayal |
| Publisher | : Penguin Portfolio |
| Total Pages | : 0 |
| Release | : 2021-02 |
| Genre | : Business & Economics |
| ISBN | : 9780670094929 |
Download Right Between the Ears Book in PDF, ePub and Kindle
Your brand is what peoples' brains make of it. Right Between the Ears lays out an entirely new approach, based on years of development and real-world testing, that Dayal calls Cognitive Branding, for designing and building epic brands. He uses the theories of behavioural science to understand how to successfully market a brand, and has used his concept of 'cognitive branding' with top brands like Kraft, Phillips, Unilever and Mastercard to name just a few. That coding and decoding, the mantra for how to make connections in the brain that drive consumers to buy the chosen brands, is the Holy Grail that marketers seek, and Right Between the Ears delivers just that.
| Author | : Alice Pettey |
| Publisher | : NDS Enterprises LLC |
| Total Pages | : 266 |
| Release | : 2023-09-30 |
| Genre | : Design |
| ISBN | : |
Download Branding Your Practice Book in PDF, ePub and Kindle
Are you looking to brand your health or wellness practice? Then you’ve found the right book! Between these covers, you’ll find the information you need to understand what branding is, why you need to take control of your practice’s brand, AND - most importantly - the steps on how to do it. That’s right. I’m pulling back the curtain, & giving you the recipe to my secret sauce! Here’s a peek at what you’ll find inside: Part 1: Branding Benefits and Investment Understand what you are undertaking when you set about actively branding your practice and why you need to do it. Part 2: Foundations of Branding Develop an understanding of what branding is, all of the various parts, and how they contribute and intertwine with each other. Part 3: Creating Your Brand Get into the nitty-gritty of building your brand with direct questions that will have you setting benchmarks, defining standards, and determining your brand’s look, feel, and tone. Part 4: Internal Branding & Culture Look inside your practice at how you communicate with your staff and how your staff communicates with patients. Learn how to create a culture that promotes your brand inside the practice. Part 5: Social & Reputation Management How does the outside world see your practice & your brand? Learn about the touch points you have control over and how to optimize them for positive brand interactions. Explore social media and its role in reputation management. Part 6: References & Resources You’ll find all of the tools, worksheets, and websites referenced throughout the book. It is a great toolkit for while you’re initially working on your brand and for the ongoing process of managing it.
| Author | : Tjaco Walvis |
| Publisher | : Pearson UK |
| Total Pages | : 215 |
| Release | : 2012-10-12 |
| Genre | : Business & Economics |
| ISBN | : 0273746847 |
Download Branding with Brains Book in PDF, ePub and Kindle
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. 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. Branding with Brainsshatters 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, give you the fascinating truth about how the processes that go on in our brain affect our decisions to buy a particular product or service. All in all, this breathtakingly radical new book from Tjaco Walvis presents a daringly different, state of the art approach to brand strategy that will help you build powerful brands more efficiently, more effectively and more reliably than ever before. Branding really is all in the mind – and this book proves it!
| Author | : Douglas Van Praet |
| Publisher | : St. Martin's Press |
| Total Pages | : 358 |
| Release | : 2012-11-13 |
| Genre | : Business & Economics |
| ISBN | : 1137042788 |
Download Unconscious Branding Book in PDF, ePub and Kindle
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.
| Author | : Wolfgang Schaefer |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 269 |
| Release | : 2015-05-03 |
| Genre | : Business & Economics |
| ISBN | : 0749470046 |
Download Rethinking Prestige Branding Book in PDF, ePub and Kindle
What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights. Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.
| Author | : Fred Reichheld |
| Publisher | : Harvard Business Press |
| Total Pages | : 159 |
| Release | : 2021-12-07 |
| Genre | : Business & Economics |
| ISBN | : 1647821797 |
Download Winning on Purpose Book in PDF, ePub and Kindle
Great leaders embrace a higher purpose to win. The Net Promoter System shines as their guiding star. Few management ideas have spread so far and wide as the Net Promoter System (NPS). Since its conception almost two decades ago by customer loyalty guru Fred Reichheld, thousands of companies around the world have adopted it—from industrial titans such as Mercedes-Benz and Cummins to tech giants like Apple and Amazon to digital innovators such as Warby Parker and Peloton. Now, Reichheld has raised the bar yet again. In Winning on Purpose, he demonstrates that the primary purpose of a business should be to enrich the lives of its customers. Why? Because when customers feel this love, they come back for more and bring their friends—generating good profits. This is NPS 3.0 and it puts a new take on the age-old Golden Rule—treat customers the way you would want a loved one treated—at the heart of enduring business success. As the compelling examples in this book illustrate, companies with superior NPS consistently deliver higher returns to shareholders across a wide array of industries. But winning on purpose isn't easy. Reichheld also explains why many NPS practitioners achieve just a small fraction of the system's full potential, and he presents the newest thinking and best practices for doing NPS right. He unveils the Earned Growth Rate (EGR): the first reliable, complementary accounting measure that can truly leverage the power of NPS. With keen insight and moving personal stories, Reichheld advances the thinking and practice of NPS. Winning on Purpose is your indispensable guide for inspiring customer love within your own teams and using Net Promoter to achieve both personal and business success.
| Author | : Sathish Sampath |
| Publisher | : Self Help |
| Total Pages | : 0 |
| Release | : 2023-09-29 |
| Genre | : |
| ISBN | : 9788119512720 |
Download Brand Psychology Book in PDF, ePub and Kindle
Uncover the psychology behind successful branding strategies in "Brand Psychology: Neuro Marketing & Cognitive Psychology: Revolutionizing Branding Strategies." Delve into the neuroscientific and cognitive foundations of consumer behaviour, exploring the art of crafting powerful brand narratives and leveraging emotions. Real-world examples demonstrate how leading brands harness these insights to forge lasting connections. From the psychology of colour to the ethics of neuromarketing, this book is an indispensable resource for marketers, entrepreneurs, and psychology enthusiasts. Revolutionize your branding approach with the latest insights from neuroscience and cognitive psychology, ensuring your brand stands out in today's competitive market.
| Author | : Julie C. Henry |
| Publisher | : Greenleaf Book Group |
| Total Pages | : 283 |
| Release | : 2022-01-04 |
| Genre | : Business & Economics |
| ISBN | : 1626348871 |
Download Wisdom from the Wild Book in PDF, ePub and Kindle
Take a walk on the wild side with fascinating and compelling leadership lessons from the animal kingdom. Nature is the perfect teacher for the challenging and very personal concept of leadership. And no one knows this better than former zoo and aquarium senior leader turned leadership consultant Julie C. Henry. Wisdom from the Wild shows you—whether you’re a new or experienced leader—how to learn from and be inspired by the wildlife and wild places all around you. This fun, new approach to leadership presents nine “Unbreakable Laws” from the animal kingdom. These true, fundamental guidelines with concrete examples from wildlife can steer your work and decisions as a leader. Creatures that might seem unusual or even unexpected in a book about leadership—such as naked mole rats, spiders, and even sea cucumbers—will teach you how to *deal with change, *more effectively lead teams, *build your resilience muscle as a leader. Reinforcing these essential lessons from the wild, Julie C. Henry presents a myriad of business case studies and immediately actionable tools to strengthen your leadership skills. So join this extraordinary dive into the natural world as you’ve never seen it before, as you uncover your leadership prowess among the animals.
| Author | : Hamish Pringle |
| Publisher | : John Wiley & Sons |
| Total Pages | : 316 |
| Release | : 2001-03-12 |
| Genre | : Business & Economics |
| ISBN | : |
Download Brand Spirit Book in PDF, ePub and Kindle
Brand Spirit examines the business benefits of cause related marketing and demonstrates how a marketeer can harness these benefits and power to promote a product, service or corporate brand.
