Branding Between The Ears Using Cognitive Science To Build Lasting Customer Connections
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Branding Between The Ears Using Cognitive Science To Build Lasting Customer Connections
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Author : Sandeep Dayal
language : en
Publisher: McGraw-Hill Education
Release Date : 2021-11-30
Branding Between The Ears Using Cognitive Science To Build Lasting Customer Connections written by Sandeep Dayal and has been published by McGraw-Hill Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-30 with Business & Economics categories.
The new, game-changing way to build a “cognitive brand” that connects with your customers in the deepest, most meaningful ways Successful marketing is all about unlocking the door to peoples’ thoughts, feelings, memories, and fantasies. Tap into one or more of these, and your brand will stick forever. In Branding Between the Ears, world-renowned, marketing thought leader, Sandeep Dayal, shows you how to leverage behavioral psychology, social anthropology, and neuroscience to decode what goes on in consumer minds, and create effective marketing strategies to build the kind of loyalty that fuels today’s brand giants. Dayal reveals that most successful cognitive brands are architected around three questions consumers ask themselves: •Does this brand give me good vibes? •Does what this brand says make sense to me? •Will I be happier if I buy this brand? These three factors, good brand vibes, brand sense and brand resolve are the hidden mantra for designing empathetic brands that push customers off the fence of indecision and indifference to fully engage with and inevitably buy them. Branding Between the Ears reveals paradigm shifts in building and executing brands that are informed by a burgeoning body of research in brain sciences, and offers a better way to make brands that not just stand out, but connect with consumers and embed in their thoughts inexorably to drive choice. Dayal is the marketing thought leader who predicted that "consumer collaboration" would be the key factor in winning people’s trust online and giving consumers control over their personal information would be central to gaining their trust—issues that are unfolding today. Now, with Branding Between the Ears he provides equally prescient principles and new ideas for gaining the competitive edge in a largely uncertain future and winning with cognitive power brands.
Branding Between The Ears Using Cognitive Science To Build Lasting Customer Connections
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Author : Sandeep Dayal
language : en
Publisher: McGraw Hill Professional
Release Date : 2021-11-30
Branding Between The Ears Using Cognitive Science To Build Lasting Customer Connections written by Sandeep Dayal and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-30 with Business & Economics categories.
Build a “cognitive brand” that connects with your customers in the deepest, most meaningful ways Successful marketing is all about unlocking the door to peoples’ thoughts, feelings, memories, and fantasies. Tap into one or more of these, and your brand will stick forever. In Branding Between the Ears, world-renowned marketing thought leader Sandeep Dayal explains how to leverage behavioral psychology, social anthropology, and neuroscience to decode what goes on in consumer minds—and create effective marketing strategies to build the kind of loyalty that fuels today’s iconic brands. Dayal reveals that most successful cognitive brands are architected around three questions consumers ask themselves: Does this brand give me good vibes? Does what this brand says make sense to me? Will I be happier if I buy this brand? These three factors—good brand vibes, brand sense, and brand resolve—are the hidden mantra that push customers off the fence of indecision, and get them not just to admire, but actually buy the brands again and again.Branding Between the Ears reveals paradigm shifts in building and executing brands that are informed by a burgeoning body of research in brain sciences, and offers a better way to make brands that not just stand out, but connect with consumers and embed deeply in their thoughts to drive choice.Dayal is the marketing thought leader who predicted that “consumer collaboration” would be the key factor in winning people’s trust online and giving consumers control over their personal information would be central to gaining their trust—issues that are unfolding today.Now, with Branding Between the Ears he provides equally prescient principles and new ideas for gaining the competitive edge in a largely uncertain future and winning with cognitive power brands.
Branding Your Practice
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Author : Alice Pettey
language : en
Publisher: NDS Enterprises LLC
Release Date : 2023-09-30
Branding Your Practice written by Alice Pettey and has been published by NDS Enterprises LLC this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-09-30 with Design categories.
Are you looking to brand your health or wellness practice? Then you’ve found the right book! Between these covers, you’ll find the information you need to understand what branding is, why you need to take control of your practice’s brand, AND - most importantly - the steps on how to do it. That’s right. I’m pulling back the curtain, & giving you the recipe to my secret sauce! Here’s a peek at what you’ll find inside: Part 1: Branding Benefits and Investment Understand what you are undertaking when you set about actively branding your practice and why you need to do it. Part 2: Foundations of Branding Develop an understanding of what branding is, all of the various parts, and how they contribute and intertwine with each other. Part 3: Creating Your Brand Get into the nitty-gritty of building your brand with direct questions that will have you setting benchmarks, defining standards, and determining your brand’s look, feel, and tone. Part 4: Internal Branding & Culture Look inside your practice at how you communicate with your staff and how your staff communicates with patients. Learn how to create a culture that promotes your brand inside the practice. Part 5: Social & Reputation Management How does the outside world see your practice & your brand? Learn about the touch points you have control over and how to optimize them for positive brand interactions. Explore social media and its role in reputation management. Part 6: References & Resources You’ll find all of the tools, worksheets, and websites referenced throughout the book. It is a great toolkit for while you’re initially working on your brand and for the ongoing process of managing it.
Right Between The Ears
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Author : Sandeep Dayal
language : en
Publisher: Penguin Portfolio
Release Date : 2021-02
Right Between The Ears written by Sandeep Dayal and has been published by Penguin Portfolio this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-02 with Business & Economics categories.
Your brand is what peoples' brains make of it. Right Between the Ears lays out an entirely new approach, based on years of development and real-world testing, that Dayal calls Cognitive Branding, for designing and building epic brands. He uses the theories of behavioural science to understand how to successfully market a brand, and has used his concept of 'cognitive branding' with top brands like Kraft, Phillips, Unilever and Mastercard to name just a few. That coding and decoding, the mantra for how to make connections in the brain that drive consumers to buy the chosen brands, is the Holy Grail that marketers seek, and Right Between the Ears delivers just that.
Brand Touchpoints
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Author : Aparna Sundar
language : en
Publisher: Nova Science Publishers
Release Date : 2018
Brand Touchpoints written by Aparna Sundar and has been published by Nova Science Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with Business & Economics categories.
Brand touchpoints are used to reinforce the basic premise of branding, which is to distinguish brands from their competitors and remain memorable, ultimately keeping customers resolute in their allegiance. Information related through brand touchpoints increases brand familiarity, contributes to a brands value, improves attitudes towards a brand, and in general is essential to maintain an ongoing relationship with consumers. Given the role of brand touchpoints, a look at contemporary issues is warranted. Brand Touchpoints is a collection of chapters by academics, practitioners and designers on the current evolution of brand communication. The book looks at existing issues in the marketplace and ways to influence the branding process. First, the changing role of brand touchpoints is reviewed in terms of the move from physical assets such as stores, trucks, and outdoor billboards to digital applications. A foundational sense of how consumers develop inferences surrounding brand touchpoints is then explored. Following this, prescriptive models for building brands to enhance the effectiveness of brand touchpoints are proposed. Then the ability of tangible touchpoints such as product design, packaging, and other tangible aspects of the brand to inform macro branding is reviewed. A case is made for more research on multisensory aspects of a brand. Chapters in the final section of the book explore brand touchpoints as it influences microtrends of prosocial consumers, children and ardent sports fans. To conclude, novel linkages in brand literature that set up an agenda for future research as it relates to consumer culture is discussed. The diverse set of chapters in this book offer a well-timed, in-depth summary of the various academic literature and industry phenomenon. Chapters are contributed by leading academic and industry experts which include: Chris Allen, University of Cincinnati; Clarinda Rodrigues, Linnaeus University; Claudio Alvarez, Baylor University; Conor Henderson, University of Oregon; Dominic Walsh, Landor Associates; Doug Ewing, Bowling Green State University; Drew Boyd, University of Cincinnati; Frank R. Kardes, University of Cincinnati; Frank Veltri, University of Oregon; Kathryn Mercurio, University of Oregon; Lars Bergkvist, Zayed University; Marc Mazodier, Zayed University; Matt Carcieri, The Jim Stengel Company; Maureen Morrin, Temple University; Peter Chamberlain, University of Cincinnati; Remi Trudel, Boston University; Sara Baskentli, City University of New York; Susan P. Mantel, University of Cincinnati; Susan Sokolowski, University of Oregon; Teresa Davis, The University of Sydney; Todd Timney, The University of Cincinnati; Xiaoqi Han, Western Connecticut State University
Destination Branding
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Author : Nigel Morgan
language : en
Publisher: Routledge
Release Date : 2004
Destination Branding written by Nigel Morgan and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product. By focusing on a range of global case studies, Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time. * Includes five completely new chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins. * A more global coverage with new case studies and examples from the US, New Zealand, Australia and Asia. * Considers the web as a channel of place branding/promotion and its effects on the industry
A Whole New Mind
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Author : Daniel H. Pink
language : en
Publisher: Penguin
Release Date : 2006-03-07
A Whole New Mind written by Daniel H. Pink and has been published by Penguin this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-03-07 with Psychology categories.
New York Times Bestseller An exciting--and encouraging--exploration of creativity from the author of When: The Scientific Secrets of Perfect Timing The future belongs to a different kind of person with a different kind of mind: artists, inventors, storytellers-creative and holistic "right-brain" thinkers whose abilities mark the fault line between who gets ahead and who doesn't. Drawing on research from around the world, Pink (author of To Sell Is Human: The Surprising Truth About Motivating Others) outlines the six fundamentally human abilities that are absolute essentials for professional success and personal fulfillment--and reveals how to master them. A Whole New Mind takes readers to a daring new place, and a provocative and necessary new way of thinking about a future that's already here.
Blindsight
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Author : Matt Johnson
language : en
Publisher: BenBella Books
Release Date : 2020-05-19
Blindsight written by Matt Johnson and has been published by BenBella Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-19 with Business & Economics categories.
Ever notice that all watch ads show 10:10 as the time? Or that all fast-food restaurants use red or yellow in their logos? Or that certain stores are always having a sale? You may not be aware of these details, yet they've been influencing you all along. Every time you purchase, swipe, or click, marketers are able to more accurately predict your behavior. These days, brands know more about you than you know about yourself. Blindsight is here to change that. With eye-opening science, engaging stories, and fascinating real-world examples, neuroscientist Matt Johnson and marketer Prince Ghuman dive deep into the surprising relationship between brains and brands. In Blindsight, they showcase how marketing taps every aspect of our mental lives, covering the neuroscience of pain and pleasure, emotion and logic, fear and safety, attention and addiction, and much more. We like to think of ourselves as independent actors in control of our decisions, but the truth is far more complicated. Blindsight will give you the ability to see the unseeable when it comes to marketing, so that you can consume on your own terms. On the surface, you will learn how the brain works and how brands design for it. But peel back a layer, and you'll find a sharper image of your psychology, reflected in your consumer behavior. This book will change the way you view not just branding, but yourself, too.
Brand Management
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Author : Tilde Heding
language : en
Publisher: Routledge
Release Date : 2008-12-19
Brand Management written by Tilde Heding and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-12-19 with Business & Economics categories.
For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"
Smart Retail Revolutionizing The Shopping Experience With Ai
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Author : Samuel James
language : en
Publisher: Samuel Inbaraja S
Release Date : 2023-12-30
Smart Retail Revolutionizing The Shopping Experience With Ai written by Samuel James and has been published by Samuel Inbaraja S this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-12-30 with Business & Economics categories.
From personalized recommendations and dynamic pricing to automated inventory management and fraud detection, AI offers a treasure trove of opportunities to boost efficiency, enhance customer experience, and increase profitability. We'll explore how AI can be harnessed to: Understand your customers: Go beyond demographics to uncover hidden preferences and predict buying behavior. Optimize your operations: Streamline logistics, minimize stockouts, and make data-driven decisions for smarter inventory management. Personalize the shopping journey: Create frictionless experiences, offer relevant product suggestions, and build lasting customer relationships. Stay ahead of the curve: Identify emerging trends, adapt to market fluctuations, and innovate with confidence.