Branding Between the Ears using cognitive science to build lasting customer connections
"The new, game-changing way to 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 br...
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| Format: | eBook |
| Language: | English |
| Published: |
New Yorky
McGraw Hill
2022
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| Edition: | 1 Edition |
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| Online Access: | |
| Collection: | O'Reilly - Collection details see MPG.ReNa |
Table of Contents:
- Cover
- Title Page
- Copyright Page
- Dedication
- Contents
- PART ONE HOW BRAIN SCIENCE IS REVOLUTIONIZING BRANDING
- CHAPTER 1 Brands That Rock
- CHAPTER 2 Beyond the Illusions of the Past
- CHAPTER 3 Right Between Your Ears
- PART TWO COGNITIVE BRANDS: DESIGN
- CHAPTER 4 Brands That Work the Way the Brain Does
- CHAPTER 5 Brand Vibes: Tugging at the Heartstrings
- CHAPTER 6 Brand Sense: Using System 1 Easers to Go with the Flow
- CHAPTER 7 Brand Sense: Using System 2 Deliberators to Form New Brand Loyalties
- CHAPTER 8 Brand Resolve: A Mantra for Happiness
- CHAPTER 9 For the Love of Kids
- CHAPTER 10 Brands with Purpose
- PART THREE COGNITIVE BRANDS: EXECUTION
- CHAPTER 11 Tales from the Trenches-Brand Execution
- CHAPTER 12 Brand Sensations
- CHAPTER 13 Minding Your Manners
- CHAPTER 14 Where Do We Go from Here?
- Acknowledgments
- Notes
- Index
- Includes bibliographical references and index