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What has neuroscience got to do with branding? The link may not be immediately obvious, but the fact is, our brains select brands in much the same way that Google selects websites. So, just as web marketers play on Google’s algorithm to make sure their site appears as high up the search list as possible, brand marketers should play on the brain’s algorithm to make sure their brand is at the top of their customers’ minds at the moment they choose which brand to buy.
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This ground-breaking new book brings the proven effects of hard science to the creative practice of branding. It shows you how to harness this powerful combination to your own advantage by helping you understand how customers’ brains work when they choose brands. A strong brand cannot be build effectively without taking into account the laws of the brain – which, as this book shows, really exist and can be scientifically proven to work. Once you know this, you can apply the familiar branding laws of relevance, coherence and participation more precisely, more confidently and to much greater effect. This means your brand will have a much greater chance of being chosen by customers than your competitors’ brands.
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Branding with Brainsshatters the conventional approach to branding, which is based on hunches and intuition, by uncovering the hard, scientific truth about why customers choose some brands over others. Insights into company stories, from Leica to Innocent Drinks, from Starbucks to Schipol International Airport, give you the fascinating truth about how the processes that go on in our brain affect our decisions to buy a particular product or service. All in all, this breathtakingly radical new book from Tjaco Walvis presents a daringly different, state of the art approach to brand strategy that will help you build powerful brands more efficiently, more effectively and more reliably than ever before.
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Branding really is all in the mind – and this book proves it!
- Sales Rank: #1644622 in eBooks
- Published on: 2012-10-12
- Released on: 2012-10-12
- Format: Kindle eBook
From the Back Cover
Think about the last time you bought something. Do you know why you chose that particular product or brand? Probably not. You can rationalise with hindsight, but the fact is our brain makes these decisions without us really thinking about it. This is why the most successful brands appeal to customers on the basis of emotional associations, images and experiences rather than just on the back of their product specifications. As one Harley Davidson executive describes it in one of this book’s convention-shattering case studies: “We don’t sell motorbikes. What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him”.
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Branding with Brains exposes the hard, scientific truth about why customers choose certain brands over others. It gives you the three most powerful laws of branding to make sure your brand is the first in your customers’ minds, every time they buy.
About the Author
Tjaco Walvisis a partner at THEY, a brand management consulting firm based in Amsterdam, the Netherlands. Previously, he was a strategy and research director with BBDO. Tjaco is a leading expert on brand strategy issues, including brand positioning, extensions, portfolio management and location branding. He has worked with boards and marketing executives of companies like Amsterdam Airport Schiphol, DaimlerChrysler, Dorito’s, Getronics, Mars, McKinsey & Company, Nutricia, Robeco and Sanoma Publishers. He has served clients in a broad range of industries, including fashion, fast mover consumer goods, financial services, government, insurance, media, pharmaceuticals, private banking, postal services, publishing, retail, telecommunications and world expositions. He has published many articles and lectures regularly on branding and holds two Master degrees, in economics (MSc) and philosophy (MA).
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Tjaco Walvis has created a unique book on brand management that will influence the practice and theory of branding and raise the profession to a new and higher level. The book is based on his years of practical, high-level branding experience with strategic, creative and research issues gained in a broad range of companies and industries. He combines this with a strong scientific interest that has resulted in a meticulous one and a half year study of the most fundamental neuroscience research on (brand) memory.
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By presenting his findings in a practical, accessible and non-technical style and illustrating them with tools and refreshing new high-calibre case studies, he produces a unique book on branding that will provide even experience professionals with an interesting new understanding of the keys of brand management
Most helpful customer reviews
4 of 4 people found the following review helpful.
One of the Better Books on Branding & Neuroscience
By V. Holmes
This is definitely one of the better books that I have read related to brands and neuroscience. While being easy to read from a practitioner's position, it remains academically well referenced and draws on many reputable sources from social neuroscience and neuroeconomics in support of its claims.
Walvis also includes lots of practical advice and applies his thinking to existing global brands in an interesting and meaningful way.
Importantly, it was refreshing to read a book related to the topic of neuromarketing that was not essentially reductive and that did not overstate its claims. Rather, Walvis simply argues that branding gets it wrong by assuming that consumer brand choice is conscious, when in fact most brand decisions are made below the threshold of consciousness, but remain rational and goal orientated all the same.
On this basis, he makes a strong case to reiterate the importance of "Relevance, Coherence and Participation" within the process of branding and offers new models and approaches aimed at demonstrating how to achieve results according to these three paradigms.
I have only one small criticism and it is that the beginning of the book is slightly repetitive. Nonetheless, I feel he redeems himself as subsequent chapters unfold.
A facinating and insightful read!
1 of 1 people found the following review helpful.
What is the fundamental raison d'etre of any brand?
By BARTOLOMEO RAFAEL BIALAS
What is the fundamental raison d'etre of any brand in the marketplace? Consumer loyalty, satisfaction, even internalization of brand's values. Stated so succinctly, the branding process is not an easy task. Every brand strategist should deem it necessary to carefully analyze psychological and neurobiological factors to truly leverage brand's potential. The predominant paradigm of branding holds that "people make deliberate and logical decisions". I don't need to cite Ant�nio Rosa Dam�sio who, as a brilliant behavioral neurologist perfectly explained the relationship between emotions and feelings and logic. Tjaco Walvis applies complex neurobiological knowledge to branding setting. Transient effects of poor branding initiatives are omnipresent. In order to avoid myopic strategic mistakes one need to focus attention on creating branding campaigns that are grounded in science...neuroscience. Walvis, in audacious way, explains the rules of neurobranding. It is worth noting that Walvis, as a brand expert, communicates his ideas in a very persuasive manner. We are given enough information and solid knowledge to start planning another, this time successful, branding campaign.
1 of 1 people found the following review helpful.
Awesome book about branding!
By Bria J
Used at Western Washington University in 2010-2011. My favorite required text from my entire college career! It was one of the only books I held onto after graduation and actually looked at again, which says a lot. This book is chock-full of great information and somehow manages to be interesting, informative and easy to read at the same time. Whether you're required to read it or just interesting in marketing/branding, you'll love this book.
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