Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
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Numar articol:205692020
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Preț:107,00 Lei
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Anuntul a expirat la:03.12.2020, 11:28
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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.
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