Branding with Brains: The Science of Getting Customers to Choose Your Company 9780273719953, 0273719955
What has neuroscience got to do with branding? The link may not be immediately obvious, but the fact is, our brains sele
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English Pages 244 [259] Year 2010
Table of contents :
Cover......Page 1
Branding With Brains......Page 2
Contents......Page 6
Word of gratitude......Page 8
Publisher’s acknowledgements......Page 9
Introduction......Page 10
Where branding gets it wrong......Page 18
Persuading subconscious minds......Page 36
Law No.1: Relevance......Page 62
Making your brand uniquely rewarding......Page 80
Law No.2: Coherence......Page 100
Aligning the business with the brand strategy......Page 128
Law No.3: Participation......Page 154
Getting your audience to enter the game......Page 180
Is this book morally wrong?......Page 206
Come again?......Page 224
Notes......Page 236
Index......Page 252
Cover......Page 1
Branding With Brains......Page 2
Contents......Page 6
Word of gratitude......Page 8
Publisher’s acknowledgements......Page 9
Introduction......Page 10
Where branding gets it wrong......Page 18
Persuading subconscious minds......Page 36
Law No.1: Relevance......Page 62
Making your brand uniquely rewarding......Page 80
Law No.2: Coherence......Page 100
Aligning the business with the brand strategy......Page 128
Law No.3: Participation......Page 154
Getting your audience to enter the game......Page 180
Is this book morally wrong?......Page 206
Come again?......Page 224
Notes......Page 236
Index......Page 252
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