Unconscious Branding

Unconscious Branding

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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 DouglasVan 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 qJust Do Itq campaign; qGot Milk?q; Wendy's qWhere's the Beef?q ;and the infamous Volkswagen qPunch Buggyq launch as well as their beloved qThe Forceq (Mini Darth Vader) Super Bowl commercial.... driving the success of video games like Call of Duty: Black Ops and Call of Duty: Modern Warfare 3, which both broke ... be about as many people playing Call of Duty tonight in multiplayer as could fill about 400 Madison Square Gardens.

Title:Unconscious Branding
Author: Douglas Van Praet
Publisher:Macmillan - 2012-11-13

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