Unconscious Branding

Unconscious Branding

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Van Praet, Douglas Palgrave Macmillan, 2012 Audio summary available
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IN THIS SUMMARY

The human mind can be thought of like an iceberg—the portion above the water line is people’s conscious mind while the vast majority, the unconscious mind, is below the surface. While this portion drives most people’s decisions, behaviors, thoughts, and beliefs, marketers have traditionally focused only on the conscious mind. Exclusively tracking shifts in consumer and cultural trends risks ignoring the innate processes by which all people make decisions. In Unconscious Branding, Douglas Van Praet uses the insights of biology and neuroscience to provide seven steps to behavior change, a model that turns the discoveries of the hard sciences into tools that will revolutionize how marketers approach their work.