Description: Unconscious Branding by Douglas Van Praet If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? Unconscious Branding 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. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description 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 cant tell us because they dont 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 Douglas Van 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 Nikes "Just Do It" campaign; "Got Milk?"; Wendys "Wheres the Beef?"; and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial. Notes Explores how cognitive and behavioural science can help marketers to understand and reach consumers in a crowded media environment. Author Biography Douglas Van Praet is executive vice president at Deutsch LA, one of the nations hottest ad agencies, where his responsibilities include group planning director for the iconic, highly acclaimed and coveted Volkswagen account. Table of Contents 1. Introduction: The Elephant in the Room and the Building of a Bridge PART I: THE SCIENCE BELOW OUR DEEPER BEHAVIOR 2. The Myth of Marketing 3. Humans not Consumers 4. The Biology of Behavior PART II: THE SEVEN STEPS TO BEHAVIOR CHANGE 5. Step One: Interrupt the Pattern 6. Step Two: Create Comfort 7. Step Three: Lead the Imagination 8. Step Four: Shift the Feeling 9. Step Five: Satisfy the Critical Mind 10. Step Six: Change the Associations 11. Step Seven: Take Action Sources Acknowledgements Index Review "A provocative approach that should give pause to consumers as well as marketers." - Kirkus Reviews "Doug has been an instrumental strategic guide for transforming and redefining the Volkswagen brand. The behavioral insights and the rationale for why people act as they do - uncovered in his book - have had a profound effect on how we communicate and behave, helping the brand achieve the highest market share in thirty years. I would recommend this book to anyone who wants to truly understand how to craft communications that will truly resonate." - Justin Osborne, General Manager, Marketing Communications, Volkswagen of America "Unconscious Branding brings the power of neuroscience to marketing in a way that is both intuitive and revelatory. Its an invaluable resource for any marketer." - Matt Jarvis, Partner and Chief Strategy Officer, 72andSunny "Drawing upon the insights of behavioral science, Van Praet provides a seven-step, behavior-modification procedure - Useful insights that should benefit marketers big and small." - Publishers Weekly "Doug Van Praet knows whats going on in your mind better than you do. This is the only book that finally provides a useful how to when it comes to applying neuroscience to marketing. Were using it. It works." - Mike Sheldon, CEO Deutsch LA "There are many researchers in advertising who can study a campaign and tell you what happened. There are precious few who can tell you why. Doug Van Praet is one of them." - Eric Hirshberg, CEO, Activision Publishing Long Description 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 cant tell us because they dont 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 Douglas Van 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 Nikes "Just Do It" campaign; "Got Milk?"; Wendys "Wheres the Beef?"; and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial. Review Quote Unconscious Branding brings the power of neuroscience to marketing in a way that is both intuitive and revelatory. Its an invaluable resource for any marketer. Description for Bookstore Exploring how cognitive and behavioral science can help marketers to understand Details ISBN1137278927 Author Douglas Van Praet Short Title UNCONSCIOUS BRANDING Language English ISBN-10 1137278927 ISBN-13 9781137278920 Media Book Format Paperback Year 2014 Publication Date 2014-03-12 Subtitle How Neuroscience Can Empower (and Inspire) Marketing Place of Publication Basingstoke Country of Publication United Kingdom AU Release Date 2014-03-12 NZ Release Date 2014-03-12 UK Release Date 2014-03-12 Pages 288 Publisher Palgrave Macmillan Imprint Palgrave Macmillan DEWEY 658.8342 Audience Professional & Vocational We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:78498600;
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Format: Paperback
Language: English
ISBN-13: 9781137278920
Author: Douglas Van Praet
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Book Title: Unconscious Branding
