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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 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 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.
DOUGLAS VAN PRAET,Unconscious Branding,Griffin,1137278927,Marketing - Research,Consumer behavior - Psychological aspects,Marketing - Psychological aspects,063602 SMP Academic Trade Paperback,BUSINESS ECONOMICS / Marketing / General,BUSINESS ECONOMICS / Marketing / Research,Business Economics,Business / Economics / Finance,Business/Economics,Consumer Behavior,Life Sciences / Neuroscience,Market research,Marketing Management,branding; brand management; brand names; brand identity; brand book; branding books; brand strategy; strategic banding; product branding; branding strategy; brand planning; business branding; marketing branding; brand marketing; brand awareness; business case studies; consumer behavior; behavioral modification; behavioral change

Unconscious Branding DOUGLAS VAN PRAET 9781137278920 Books Reviews :

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 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 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.

DOUGLAS VAN PRAET,Unconscious Branding,Griffin,1137278927,Marketing - Research,Consumer behavior - Psychological aspects,Marketing - Psychological aspects,063602 SMP Academic Trade Paperback,BUSINESS ECONOMICS / Marketing / General,BUSINESS ECONOMICS / Marketing / Research,Business Economics,Business / Economics / Finance,Business/Economics,Consumer Behavior,Life Sciences / Neuroscience,Market research,Marketing Management,branding; brand management; brand names; brand identity; brand book; branding books; brand strategy; strategic banding; product branding; branding strategy; brand planning; business branding; marketing branding; brand marketing; brand awareness; business case studies; consumer behavior; behavioral modification; behavioral change

Unconscious Branding [DOUGLAS VAN PRAET] on . For too long marketers have been asking the wrong question. If consumers make decisions unconsciously

 

Product details Paperback 288 pages Publisher Griffin; Reprint edition (March 4, 2014) Language English ISBN-10 9781137278920 ISBN-13 978-1137278920 ASIN 1137278927

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