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Unconscious Branding

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en Limba Engleză Hardback – 08 Nov 2012

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 "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?";and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.

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Specificații

ISBN-13: 9780230341791
ISBN-10: 0230341799
Pagini: 288
Dimensiuni: 164 x 244 x 24 mm
Greutate: 0.47 kg
Ediția: New.
Editura: St. Martin's Press
Locul publicării: Basingstoke, United Kingdom

Cuprins

Introduction: The Elephant in the Room and the Building of a Bridge
PART I: THE SCIENCE BELOW OUR DEEPER BEHAVIOR
The Myth of Marketing
Humans not Consumers
The Biology of Behavior
PART II: THE SEVEN STEPS TO BEHAVIOR CHANGE
Step One: Interrupt the Pattern
Step Two: Create Comfort
Step Three: Lead the Imagination
Step Four: Shift the Feeling
Step Five: Satisfy the Critical Mind
Step Six: Change the Associations
Step Seven: Take Action
Sources
Acknowledgements
Index

Notă biografică

DOUGLAS VAN PRAET is Executive Vice President at Deutsch LA, one of the nation's hottest ad agencies, where his responsibilities include Group Planning director for the iconic, highly acclaimed and coveted Volkswagen account. Van Praet is recognized as an industry expert in unconscious behaviorism and a pioneer in applying neurobiology to business problems. His unique approach using reverse-engineered behavioral change therapy and neuroscience has produced effective, award-winning advertising campaigns and product launches for leading advertisers and marketers.
 
 

Caracteristici

Unique idea - neuroscience helping marketing attract customers: Unconscious Branding will illuminate the behaviors, decisions, and the depths of the unconscious that drives every choice humans make
Author translates science into a 7 step process: Using the science behind the system, the author developed a 7 step process which has been used to help Volkswagen in their bid to triple their sales over the last few years. The Seven Steps has also been behind the launches of several new vehicles including one of the most beloved icons in the world, the new 2012 Beetle. And they helped create a Super Bowl commercial for the 2012 Passat, 'The Force,' that became one of the most impactful ads in the history of automotive advertising
Deutch (part of Interpublic Group) plans to aggressively support Unconcious Branding as the Seven Steps are licensed as proprietary strategic tools for the agency, giving them an innovative competitive advantage in the marketplace. Deutsch LA plans to leverage this opportunity by announcing an exciting live webcast series called 'Deutsch Commons Live,' featuring real time interviews and presentations with some of the leading behavioral scientists featured in the book. Marketers will be invited to attend these live presentations, which Van Praet will host, and the events will be pushed and promoted through social media