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Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections

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ISBN: 9781264269846
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$28.00
SKU:
9781264269846
Availability:
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Minimum Purchase:
25 units
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Overview

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.

While major retailers like Amazon may carry Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections, we specialize in bulk book sales and offer personalized service from our friendly, book-smart team based in Portland, Oregon. We’re proud to offer a Price Match Guarantee and a streamlined ordering experience from people who truly care.

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Prefer to talk to a real person? Our Book Specialists are here Monday–Friday, 8 a.m. to 5 p.m. PST and ready to help with your bulk order of Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections.

Product Details

Author:
Sandeep Dayal
Format:
Hardcover
Publisher:
McGraw Hill LLC (December 29, 2021)
Audience:
General/trade
ISBN-13:
9781264269846
ISBN-10:
1264269846
Case Pack:
1
File:
McGrawHill-MH_ONIX_V30_US_onix30_delta(25_06_03)-20250603.xml
Folder:
McGrawHill
List Price:
$28.00
As low as:
$15.40
Publisher Identifier:
P-MCGRAW
Discount Code:
B
Weight:
16.96oz
Pages:
272
Pub Discount:
65
Imprint:
McGraw Hill

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