Brand Seduction, Daryl Weber
Brand Seduction, Daryl Weber
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Brand Seduction
How Neuroscience Can Help Marketers Build Memorable Brands

Author: Daryl Weber

Narrator: Jeff Cummings

Unabridged: 6 hr 38 min

Format: Digital Audiobook Download

Published: 06/28/2016

Synopsis

For many marketing professionals, "science" is a four-letter word. They see brand-building as an unteachable art guided by their intuition and experience. But at its core, marketing aims to seed ideas into people's minds, make them feel a certain way, and, ultimately, get them to act.In Brand Seduction, Daryl reveals the latest psychological and neuroscientific discoveries about how our minds process brand information and make decisions, and the important roles our emotions and unconscious play in our selections.Welcome to the new world of neuromarketing.Through simple language, engaging stories, and real-world examples, Brand Seduction shows you how to decode, build, and use these hidden brand fantasies to grow your brand and business. You'll learn:• The surprising unconscious side of brands.
• The biggest myths about consumer psychology.
• The real role of emotions in building brands.
• Practical tools to use neuroscience to inspire better marketing.Everyone seems to have a different idea of what brands are, how they work, and how they are built. Brand Seduction digs deeper into the nature of brands, how they exist and behave in the mind, and how marketers and business leaders can use this understanding to "seduce" customers and grow their businesses.

About Daryl Weber

Daryl Weber is a seasoned branding consultant whose work has influenced many of the best and biggest brands in the world, including Coca-Cola, Nike, Johnnie Walker, Gatorade, Pampers, and many more. He was formerly Global Director of Creative Strategy at The Coca-Cola Company, where he oversaw brand and communication strategy for many of the company's billion-dollar brands. Prior to that, he was Director of Strategy at the boutique brand and innovation consultancy Redscout, where he advised Fortune 100 companies on new product innovation and brand positioning. Weber has a BA in psychology from Columbia University. He resides in Atlanta with his wife, Jennifer, and son, Avi. You can follow him on Twitter @BrandedCortex.

Reviews

Goodreads review by Elita on January 31, 2021

My academic background is in Business and Marketing Psychology and I got interested in consumer neuroscience and brand only a couple of years ago, and I absolutely love these subjects, this book was a great choice to expand my knowledge further. Fortunately, the book is not about the theory and scie......more

Goodreads review by Jeamy on January 15, 2019

Don’t get me wrong I love the book & it’s simply a great book to understanding the unconscious side of brain processing but some ideas and thoughts are just repetitive which doesn’t make the book a “page turner”. The ideas and concepts are great and you learn random little tid bits that make you go “......more

Goodreads review by Cristian on February 11, 2024

A fost râsu-plânsu cu cartea asta. În sensul că, eu lucrând în marketing, am înțeles cât de multe tehnici de astea la limita eticului se foloseses. Și cât de puțin discutăm dacă ar fi ok sau nu să se folosească. Trucurile pe care le recomandă autorul funcționează. Dar merită să le folosim pe termen......more

Goodreads review by Matt on February 25, 2018

Brilliant, witty look into how neuroscience can and should influence the focus and activity of marketers. Weber logically presents his thesis about how brands should focus on developing consumers’ “brand fantasies” associated with that brand, which include all of the subconscious associations they h......more

Goodreads review by Jarad on January 01, 2019

Great read. Daryl does a fantastic job explaining the importance of our subconscious while making purchase decisions as consumers. Throughout the book his writing puts you in the seat of a marketer and/or a consumer opening your mind to different approaches and techniques. Enjoyed this read.......more

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