Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands

by Daryl Weber

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.

Genres: Business, Psychology, Science, Entrepreneurship, Nonfiction

Audio CD

Published June 28, 2016

Reviews

[Elita Lahm · Rating 5 out of 5]

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 science only, but also about the practical applications that can give you a really great head start whether you are planning to launch your brand/business or want to improve existing brand perception.

The beginning of the book talked a lot about the thought processes that have influence over how we choose brands and how brain responds to certain brand exposures. Even though all the described experiments are about the same used in any other similar themed book or a course and it might sound repetitive, but the in-depth view on how and why we react a certain way, really made it interesting.

I guess the value I found reading this book was in the case studies, all the explanations on why a particular ad or a brand was so successful and how to apply many different methodologies to build your own, unforgettable brand that can seduce. Overall, a practical book with a lot of great insight that can be applied right away.

[Jeamy Williams · Rating 4 out of 5]

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 “wow” like Clorox owns Hidden Valley (who knew?)

The repetitiveness of the book is why I gave it a 4 star but the ideas and information is 5 star quality!

Happy readings!

[Zachariah · Rating 4 out of 5]

Very insightful reading to the world of branding. Weber does an excellent job describing the iterating play between neurology and standard text book psychology with the world of brand. Branding is all more than what may initial meet eye. Branding includes everything from what your product is seen next to to pricing strategies.

Recommended for anyone looking in to starting a brand or just curious as to what motivates our purchasing decisions.

[Cristian China birta · Rating 3 out of 5]

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 lung? Asta-mi pare că este întrebarea necesară.
Cu ce am rămas din carte: oamenii cred că au control asupra a ceea ce îi lovește din spre marketing, dar se înșeală teribil.

[Matt Oliveira · Rating 5 out of 5]

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 have with it. A must-read for entrepreneurs, advertisers, or anyone involved in brand development.

[Sara · Rating 2 out of 5]

I would have given this book a 5 stars straight if it only contained “Part I”. The other two parts have just an absurd amount of repetition that can’t be justified!

I’m no specialized in marketing/branding, so 2 thirds of the book were almost no use to me, but I liked the examples he mentioned of brands/products/campaigns and researches.

[Jarad Barr · Rating 5 out of 5]

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.

[Omar M. Khateeb · Rating 5 out of 5]

A great book for those marketing in B2C businesses, especially ones involving fashion, luxury, or products that have no distinguishable benefits from others (e.g. perfumes).

[Chuck Turner · Rating 5 out of 5]

This book gets it right.
When you have made the perception everything, the reality becomes insignificant. Brand fantasy creates desire, appetite, need and $.

[Phuongvu · Rating 5 out of 5]

I learn alot when I read this book. Great

[Amir Jabbari · Rating 4 out of 5]

The book has furthered my understanding of the neuroscience field in the marketing arena.

[Ibrahim Ozturk · Rating 4 out of 5]

Great book but some of the examples or points are repetitive (e.g. how marketers have got it wrong all this time).

[David · Rating 4 out of 5]

植入情感

[Elisabeth Valienne · Rating 4 out of 5]

Well written and super interesting! I enjoyed the concept of this far more than I expected, and the writing style flowed well enough that a subject with the potential for boredom was fascinating!

[Anastasia · Rating 5 out of 5]

An enjoyable read that serves as an excellent intro to Marketing. The neuroscience aspect is very insightful and it's useful to know, not only for marketing but for other aspects of life. This is for both experienced or new to the field of marketing.

[Ben · Rating 3 out of 5]

It is a fascinating experience, it really changed how marketing is like in my head. But while the writer states that he doesn't want people just copying the formula, lack of examples on "how" makes the second and third part of the book hard to understand.
And the structure of the book isn't the best, there is nothing to link the chapters together.

[Mark Manderson · Rating 2 out of 5]

Marketing is so powerful that you can give a person the same product packaged differently and after taste test they think it's different even though it's the same product marketed different.
Most of what we see in this world is an illusion and not reality.
Rationality is an illusion as we are emotional beans that will make a decision and then create a rational reason why we made that decision.

[Dan-Vlad Cobasneanu · Rating 5 out of 5]

Fantastic! Interesting perspective and easy to read!