At long last, I’ve finally found time to read "The Buying Brain: Secrets for Selling to the Subconscious Mind”
Written by neuromarketing pioneer A.K. Pradeep, "The Buying Brain" is more or less an introductory course in neuromarketing.
Throughout his book, Pradeep uses plenty of real-life case studies that are easy to understand. This makes the book accessible to anyone and fun to read.
While the first chapters of “The Buying Brain” offer a very general overview of neurobiology—and may start off a bit slow for anyone with a psychology background—the book soon picks up steam.
Here are some of my favourite nuggets of neuromarketing insight from “The Buying Brain.”
In marketing, the job is to build a brand story that customers can believe and buy into. This is one of the lessons taught in Seth Godin’s book “All Marketers
Are Liars Tell Stories.”
As Godin explains, there is always a story that can be told. No one can say “there is no story” although how well you can tell a brand’s story will determine how weak or strong it is.
While Godin covers a lot in his book, I’d like to focus on how consistency and design contribute to building a brand’s story.
Recently, Kogan Page Publishing asked us to review their new book “The Branded Mind: What Neuroscience Really Tells us About the Puzzle of the Brain and the Brand.”
Written by Erik du Plessis, “The Branded Mind” looks at how psychology and neuroscience are increasingly affecting the world of branding and marketing.
In his book, du Plessis provides some unique insight into how both emotional and rational factors come into play when a consumer is deciding on a product or a brand, and the ways in which emotions, moods, personality, and culture impact our decision-making processes.
“The Branded Mind” also talks about how brain scanning tools like EEG and fMRI are helping—and sometimes preventing—marketing agencies from building effective marketing campaigns.
Here are some highlights of du Plessis’ book that—to me—really made sense: