Branding With Brains

The Science of Getting Customers to Choose Your Company, Tjaco, Walvis, Paperback
Meer van Tjaco Walvis
39,99 €

PX9780273719953

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What has neuroscience got to do with branding? The link may not be immediately
obvious, but the fact is, our brains select brands in much the same way that
Google selects websites. So, just as web marketers play on Google's algorithm
to make sure their site appears as high up the search list as possible, brand
marketers should play on the brain's algorithm to make sure their brand is at
the top of their customers' minds at the moment they choose which brand to buy.
This ground-breaking new book brings the proven effects of hard science to the
creative practice of branding. It shows you how to harness this powerful
combination to your own advantage by helping you understand how customers'
brains work when they choose brands. A strong brand cannot be build effectively
without taking into account the laws of the brain - which, as this book shows,
really exist and can be scientifically proven to work. Once you know this, you
can apply the familiar branding laws of relevance, coherence and participation
more precisely, more confidently and to much greater effect. This means your
brand will have a much greater chance of being chosen by customers than your
competitors' brands.
Branding with Brainsshatters the conventional approach to branding, which is
based on hunches and intuition, by uncovering the hard, scientific truth about
why customers choose some brands over others. Insights into company stories,
from Leica to Innocent Drinks, from Starbucks to Schipol International Airport,
give you the fascinating truth about how the processes that go on in our brain
affect our decisions to buy a particular product or service. All in all, this
breathtakingly radical new book from Tjaco Walvis presents a daringly
different, state of the art approach to brand strategy that will help you build
powerful brands more efficiently, more effectively and more reliably than ever
before.
Branding really is all in the mind - and this book proves it!

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    Branding With Brains

    Branding With Brains

    The Science of Getting Customers to Choose Your Company, Tjaco, Walvis, Paperback