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Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing, by Douglas Van Praet
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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.
- Sales Rank: #315270 in eBooks
- Published on: 2012-11-13
- Released on: 2012-11-13
- Format: Kindle eBook
Review
"A provocative approach that should give pause to consumers as well as marketers." - Kirkus Reviews
"Doug has been an instrumental strategic guide for transforming and redefining the Volkswagen brand. The behavioral insights and the rationale for why people act as they do - uncovered in his book - have had a profound effect on how we communicate and behave, helping the brand achieve the highest market share in thirty years. I would recommend this book to anyone who wants to truly understand how to craft communications that will truly resonate." - Justin Osborne, General Manager, Marketing Communications, Volkswagen of America
"Unconscious Branding brings the power of neuroscience to marketing in a way that is both intuitive and revelatory. It's an invaluable resource for any marketer." - Matt Jarvis, Partner and Chief Strategy Officer, 72andSunny
"Drawing upon the insights of behavioral science, Van Praet provides a seven-step, behavior-modification procedure--Useful insights that should benefit marketers big and small." - Publishers Weekly
"Doug Van Praet knows what's going on in your mind better than you do. This is the only book that finally provides a useful 'how to' when it comes to applying neuroscience to marketing. We're using it. It works." - Mike Sheldon, CEO Deutsch LA
"There are many researchers in advertising who can study a campaign and tell you what happened. There are precious few who can tell you why. Doug Van Praet is one of them." - Eric Hirshberg, CEO, Activision Publishing
About the Author
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.
Most helpful customer reviews
47 of 49 people found the following review helpful.
Buy This Book
By D. Ward
I teach introductory marketing to new small business owners. I have always taught that each buying decision has an emotional component. But after reading this book, I now see more clearly how the subconscious mind and emotions play in the decisions we make. As the author states (p63) "Emotion moves people to buy."
Pros: Nice progression of thought.
Pertinent stories and examples to prove his key points.
7 steps to behavior change - builds his case well for each point. (If you follow these steps you can build a strong marketing campaign for your product or service).
I watched the videos he used as examples. Go on You Tube and watch them. They will make an impact on you and influence how you will build future marketing strategies. The videos help reinforce the content of the book.
Cons: The book bogs down when the author presents technical and psychological details to build his case. I thought that the foundational information was too detailed. Overkill on proving his points.
Only used national brands to demonstrate his points. I would have liked to seen more examples for the small business community.
These quotes particularly stuck out to me:
P 62 - The more emotionally charged, the more likely your brand will stick out or break through the clutter, forcing people to notice your message.
P 87 - The process of decision-making behavior is led by the heart and followed by the head.
P 101 - The human brain is fundamentally attracted to what is different. If it were not, we would never learn.
P 110 - We need to remind ourselves that we all are in the business of buying and selling good feelings.
P 161 - Promise a better life, not just a better product
Book is so detailed that it has to be read more than once to gain full impact. If you are in the business of marketing this is a must read book.
22 of 24 people found the following review helpful.
A Must Read for Those Interested in Consumer Insights
By Amazon Customer
This is a really terrific book for marketing professionals who want to understand the difference between what consumers say versus what they do.
One of the few benefits of very long plane rides to Europe is a chance to read without interruptions. This week, I read a wonderful marketing book that I'd like to share with you. I'm really interested in understanding what consumers do versus what they say and this book has an unconventional approach to the topic.
I saw an article online by the author and it his ideas fit well with a marketing conference I was organizing with colleagues so I knew I had to learn more.
The book is called Unconscious Branding by Douglas Van Praet. He is the EVP at an award winning advertising agency Deutsch LA and he focuses on account planning and strategic insights. Douglas worked on the highly acclaimed and successful mini-Darth Vadar commercial for Volkswagon's Jetta where a little boy uses his super powers to start a car with the wave of a hand as an eager father with a remote helps him behind the scenes.
From my days at The Annenberg School of Communications at The University of Pennsylvania, I have always been interested in behavioral sciences, anthropology and non-verbal communications. Since the topic for this conference I mentioned above is focused on the huge discrepancy between what a consumer says in research versus their actual behavior, I hoped the book would provide some ideas and an approach to the issues.
I was not disappointed.
When I answer a question on a survey, how well can I actually answer a question like why I bought a product?
* How come I bought Seventh Generation not Tide for cleaning my clothes.
* How come I went to Starbucks not Dunkin Donuts for coffee?
* Why do I buy gas for my car at Exxon- even when it is cheaper at other stations?
* Why do I watch one commercial over and over but scan others?
* Why do I shop at Whole Foods instead of Harris Teeter?
* Why do I pick one wine over another?
I can tell you why I did these things but is it true? Can I accurately explain my motivation. A great example of this is buying gasoline. I stumbled upon the reason why I prefer Exxon even when it is a few cents more per gallon. I found a gas credit card from Esso (Exxon's earlier name) that my Dad gave to me when I started to drive in 1971. My connection goes way beyond the fuel and over the last 40 years, I have been driven on an unconscious level to go to an Exxon/Esso for gas. Of course, I never made that connection consciously until recently.
This is an exceptional well-written book that poses a fairly simple premise. How can neuroscience empower and inspire marketing. Another way of saying this is that instead of relying on what consumers say, understanding their behavior at an unconscious level can be powerful. How people act and the motivation for those actions can give clarity to a marketing professional to understand how to affect purchase behavior.
The book helps explains some of the core motivation behind our behaviors and our decision making process. He approaches marketing by trying to explain and understand how we act. Through fascinating examples of classic ad campaigns, he outlines the unconscious connection that helps make the effort so successful at touching consumers and motivating them to purchase.
The author has a seven step process that outlines:
1. The role of interrupting perceptual and behavioral patterns
2. How to create customers comforts with a brand
3. Lead the imagination to a desired conclusion or outcome
4. Shift consumer feeling in favor of a product
5. Satisfy the critical filter of resistance in the mind
6. Change the association by which memory and the mind work
7. Generate actions ingraining positive brand impressions that become second nature.
Best of all, this book treats consumers, target markets, demographics as human beings.
It is an important distinction since the author explains how human motivation at an unconscious level helps us understand how we can change attitudes and behaviors when we are marketing products. I like the human approach to marketing and the author articulates these idea like a mensch. (Yiddish for a really fine human being)
I learned from this book that the word emotion and motivation both come from the latin root to move. (movere). This helps us understand that key to both connecting emotional and motivating a behavior that taking action is required. When you touch a hot stove, you learn to stay away from the painful experience.
When a brand disappoints you by promising something and not delivering, you move away from that brand. Harnessing this insight can help you motivate a human (consumer) to take an action and move toward your brand and its solutions. The book is filled with examples from traditional and non-traditional advertising and marketing campaigns.
One case study in Unconscious Branding is the success of Red Bull.
The founder of Red Bull created a strange brew. His oddly flavored caffeine spiked beverage received the lowest scores in research for taste and purchase intention. Yet, the Australian born Dietrich Mateschitz understood the importance of emotional branding and motivational communications.
He created unique emotional experiences through experiential marketing that linked the product to the emotional rollercoaster of stimulating experiences. His recent Red Bull Stratos is one of the cleverest marketing events to associate emotion with a brand I have ever witnesses. This type of marketing connections puts Red Bull's Mateschitz in a class with Jobs and Apple whereby they make consumers connect not only to the physical product but at an unconscious level, plug into the brand's attitude. This is branding by masters.
So pick up a copy of Unconscious Branding. It is available at Amazon or your favorite independent bookstores but I bet you unconsciously knew that.
13 of 16 people found the following review helpful.
Riveting book with eye-opening practical information
By Joe Vitale
Loving this book! People are driven by their unconscious and don't know it. If you want to appeal to them, you need to better understand them. This riveting book clearly explains what's happening in neuroscience and what you can do to create a brand that leads to sales. Ultimately you end up with some tried and true principles in marketing that have always worked, but the author frames them in a way that appears new. Good copywriters know to lead the imagination, for example, but the author gives you sound recent reasons why this works and why you need to use it. Again, I love this book. I strongly recommend it.
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