Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
"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 Brandingbrings the power of neuroscience to marketing in a way that is both intuitive and revelatory. It's 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 what's 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. We're 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