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Unconscious Branding

By Douglas Van Praet

Product Image: Unconscious Branding

Unconscious Branding

Only 1 item left in stock
Description
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 Douglas Van 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.
Product details
Binding:
Paperback
Number of Pages:
288
Release Date:
2014-03-04
Publication Date:
2014-03-04
Publisher:
St. Martins Press-3PL
Languages:
Original: English
ISBN10:
1137278927
ISBN13:
9781137278920
GPSR Manufacturer Reference:
[email protected]
Weight:
325 g
Height:
156 cm
Width:
233 cm
Thickness:
22 cm

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The items bear minimal signs of past use, such as light scratches or memories in the form of markings. These signs of wear give the items a charming character and tell stories of their previous owners, while not affecting their functionality.
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