Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections - Hardcover

Dayal, Sandeep

Hardcover

ISBN 10: 1264269846 ISBN 13: 9781264269846

Publisher: McGraw Hill, 2022

Synopsis

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.

About this title

About the Author

Sandeep Dayal is the managing director of Cerenti. Throughout his 25 years of experience, which includes positions at McKinsey and Booz, he has advised senior executives at Fortune 500 companies in the United States, Asia, Latin America, and the EU. He correctly predicted in 2001 that "consumer collaboration" would be the key factor in winning people’s trust online, and later that giving consumers control over their personal information would be central to gaining their trust―both issues that coming to a head today. Many strategies that he proposed, including viral advocacy and handholding, are mainstream today. This book will be equally prescient in transforming modern brands.

From the Back Cover

"<i>Branding Between the Ears </i>offers a fascinating insight to the world of branding. After reading this book your brain will never look at brands the same way again."<br><b>—Martin Lindstrom</b>, <i>New York Times</i> bestselling author of <i>Buyology</i>,<i> Small Data</i>, and<i> The Ministry of Common Sense</i><br><br>"Branding is much more than a slick logo and sexy television commercials. <i>Branding Between the Ears</i> delves deeper into the reasons why some brands become cultural icons while others flop."<br><b>—Nir Eyal</b>, bestselling author of <i>Hooked </i>and<i> Indistractable</i><br><br>"<i>Branding Between the Ears</i> should be mandatory reading for brand managers, product managers, CMOs, and consumer business leaders. Easy-to-follow case examples illustrate the importance of understanding human psychology and why people behave the way they do. In a world where brands and corporations need to have a sense of purpose to build lasting businesses and motivate their employees, the ethical considerations framework (canonical, categorical, sunshine) should be on every marketer's desktop."<br><b>—Titi Cole</b>, Head of Global Consumer Banking Operations, Citigroup<br><br>"In this digital age where consumers are overwhelmed with information and options, it's more important than ever for brands to connect at a deeper level in order to break through. <i>Branding Between the Ears</i> lays out a compelling science-based path to what creates a truly iconic brand—unearthing how market shapers from Google to Guinness to Allbirds have systematically unlocked powerful psychological triggers that embed them into consumer's lives. And the book gives every business and brand leader a clear and pragmatic path to getting to greatness if they are open to thinking differently about creating the consumer connections that build cognitive brands."<br><b>—Margo Georgiadis</b>, Partner at General Catalyst and former CEO of Ancestry and Mattel and President of Google Americas<br><br>"A terrific playbook for reimagining brand building and architecture that is science based and illustrated with powerful real-world examples. A must read for every marketer."<br><b>—Ravi Dhar</b>, Director, Yale Center for Customer Insights and Professor of Marketing, Yale School of Management<br><br>"This book shook the very foundations of my decades in brand management; and meanwhile the answers were always there—<i>Branding Between the Ears</i>. Through a combination of fascinating brain science and rich real-world examples, Dayal reinvents the art and science of brand building."<br><b>—Gina Boswell</b>, Former President, Unilever US Customer Development, and EVP Chairman, Unilever UK &#38; Ireland<br><br>"Impressive depth and rigor, with excellent insights and practical lessons!"<br><b>—Sanjay Khosla</b>, Senior Fellow, Kellogg School of Management, Northwestern University, Former President, Mondelez International<br><br>"A treasure trove of new insights into how to build a brand. Wish I had this knowledge early in my career."<br><b>—Micky Pant</b>, Former CEO, Yum Restaurants International<br><br>"Brand is and will always be powerful. The issue is how to create it. In this book, Dayal does a superb job at showcasing why old methods of branding are failing, and why Cognitive Branding is the new pathway forward."<br><b>—Mathew Sweezey</b>, Director of Market Strategy Salesforce and author, <i>The Context Marketing Revolution</i><br><br>"<i>Branding Between the Ears</i> makes you think, feel, and see differently and provides actionable ways on how to truly unleash the power of Brands in ways that marry art and science to gain a sustainable edge. This is a must read for every marketer in the world."<br><b>—Rishad Tobaccowala</b>, author of&#160;<i>Restoring the Soul of Business</i> and Former Chief Growth Officer, Publicis Groupe<br><br>"Occasionally a book transforms an industry. When it comes to attracting customers, <i>Branding Between the Ears</i> is that kind of a book. If you want to understand and empathize with prospects to ensure they choose your goods and services, <i>Branding Between the Ears</i> is a must read. Sandeep Dayal weaves behavioral research, neuroscience, and vast marketing experience into a resource that will transform the way you connect with and deeply engage your target audience. Be ready to not only become top of mind with your customers but top of heart as well. Thank you Dayal for this masterpiece in marketing thought leadership."<br><b>—Joseph Michelli</b>, PhD, New York Times #1 bestselling author of books like <i>Stronger Through Adversity</i>,<i> The Airbnb Way</i>, <i>The New Gold Standard</i>, and <i>The Starbucks Experience<br></i><br>"For decades, marketing professionals have been like Formula One drivers racing around the course with blindfolds on. We’ve tried to change the way consumers think without knowing how they really think. By taking us deep into brain science, Sandeep Dayal’s new book lets us drive with our eyes open. <i>Branding Between the Ears</i> contains the most important advice given to marketing professionals in decades."<br><b>—Rajan Anadan</b>, Managing Director, Sequoia Capital India, Former Vice President, Google India &#38; SEA<br><br>"This brand marketer's guide to the consumers' mind is chock-full of vivid anecdotes that will help you build brands that glide into consumers' minds, that stick, and that generate enduring dividends. Read it fast, then again, slowly."<br><b>—Professor Niraj Dawar</b>, author of <i>Tilt</i><br><br>"Sandeep has put together an amazing wealth of knowledge here—brand leaders better read this because the rest of the market is going to exactly that and act on it to challenge them! Wish I had had this book to guide me 20 years ago."<br><b>—Raghav Prasad</b>, Division President, Sub-Saharan Africa, Mastercard<br><br>"Brand building is the X factor that will distinguish tomorrow’s unicorns and superstars from the rest. However, the knowledge and skills underlying the development of iconic brands remains something of a mystery. Sandeep Dayal’s new book, <i>Branding Between the Ears</i>, is a tour de force for it deftly describes how brain science—psychology, neuroscience, and behavioral economics—is revolutionizing the art and science of branding and brand building. Entrepreneurs and corporate managers will start with a distinct advantage if the ideas espoused here are reflected in their playbooks."<br><b>—Ram Shivakumar</b>, Adjunct Professor of Economics and Strategy, Booth School of Business, University of Chicago<br><br>"Undoubtedly, a down-to-earth eye-opener! Highly recommended for business executives who want to compete more effectively for the demanding consumer of today. Dayal’s insights, when applied across-the-board, well beyond the marketing enclave, can have a clear impact on not only the brand, but also the customer’s experience of the company and its products."<br><b>—Jorge Alfaro Lara</b>, Former Head of Consumer Bank, Banco Santander Mexico<br><br>"The marketing landscape is constantly shifting and evolving, with consumer expectations becoming increasingly higher. Successful marketing isn’t just about creating brand impressions with tons of ads; it must reach consumers in a persuasive and compelling way to get them to buy products as well. This is why, by decloaking the workings of the brain, showing how it reacts to brands and prompts purchasing decisions, <i>Branding Between the Ears</i> becomes a must read for all marketers."<br><b>—Sherina Smith</b>, Head of Marketing, American Family Insurance<br><br><br>"It's a rare business book that combines breakthrough thinking with actionable insights, but <i>Branding Between the Ears</i> does both. Marketers and brand builders who are looking for a forward-looking framework to guide their efforts will find it here. This blend of consumer psychology and analytic insights, which the book introduces as 'cognitive branding,' is the future."<br><b>—Christiana Smith Shi</b>, Founder and Principal at Lovejoy Advisors, LLC, Former President, Direct-to-Consumer, Nike Inc.<br><br>"<i>Branding Between the Ears</i> is a timely road map for helping successful marketers take their work to the next level. We have always known that all brand purchases happen in the brain, sometimes in an instant and sometimes over years. Sandeep’s book is a great guide to how marketers today can simplify the complex working of the brain into actionable insights and executable strategies. I would recommend the book to every marketer and consumer specialist. It will make them better."<br><b>—Vipul Prakash</b>, Chief Operating Officer, MakeMyTrip, Former Chief Marketing Officer, PepsiCo India<br><br>"Insights from the brain sciences are starting to pop up with increasing frequency among marketing practitioners and consultants, but for the most part they are still deployed tactically and superficially—providing a minor tweak here or there to grab more attention or turn a website visitor into a website shopper. Sandeep Dayal's <i>Branding Between the Ears </i>offers something radically different: a blueprint for integrating brain science insights into the very fabric of brand strategy. With fascinating case studies covering a wide range of industries, Dayal shows how 'cognitive brands' can leverage brain science to create meaningful and long-lasting customer relationships, based not on clever marketing hacks but on a deep understanding of consumers' wants, needs, and goals. Be forewarned: reading this book will forever change how you think about brands, marketing, and your customers’ brains."<br><b>—Steve Genco</b>, author of <i>Intuitive Marketing </i>and <i>Neuromarketing for Dummies</i><br><br>"In times when the marketing practice has grown increasingly tactical, it’s heartening to read a marketing book that addresses the core issue of understanding the mind and shaping the behavior of a consumer. As online marketers chase digital likes, shares, and follows and offline marketers optimize media and shelf space, this book offers practical advice on maximizing space where it matters most: Right Between the Ears! Sandeep’s book harvests the latest in brain sciences to help real-world practitioners unlock the conscious and subconscious keys to lure consumers to their brands. Easily, the most powerful marketing book to come out in decades!"<br><b>—Lloyd Mathias</b>, Former APAC Marketing head of HP, CMO of Motorola South Asia<br><br><br><br><br>

Edition details

• Publisher: McGraw Hill
• Publication date: 2022
• Language: English
• ISBN 10: 1264269846
• ISBN 13: 9781264269846
• Binding: Hardcover
• Edition number: 1
• Number of pages: 272