{"product_id":"branding-between-the-ears-sandeep-dayal-9781264269846","title":"Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections","description":"\u003cp\u003e\u003cb\u003eBuild a \"cognitive brand\" that connects with your customers in the deepest, most meaningful ways\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eSuccessful 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.\u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eBranding Between the Ears\u003c\/i\u003e, 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: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eDoes this brand give me good vibes?\u003c\/li\u003e\n\u003cli\u003eDoes what this brand says make sense to me?\u003c\/li\u003e\n\u003cli\u003eWill I be happier if I buy this brand?\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003c\/p\u003eThese 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.\u003cp\u003e\u003c\/p\u003e\u003ci\u003eBranding Between the Ears\u003c\/i\u003e 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.\u003cp\u003e\u003c\/p\u003eDayal 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.\u003cp\u003e\u003c\/p\u003eNow, with\u003ci\u003e Branding Between the Ears\u003c\/i\u003e he provides equally prescient principles and new ideas for gaining the competitive edge in a largely uncertain future and winning with cognitive power brands.\u003cp\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Sandeep Dayal\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1264269846\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781264269846\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e McGraw-Hill Companies\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 12\/29\/2021\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 272\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.08lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.29h x 6.34w x 1.00d","brand":"Sandeep Dayal","offers":[{"title":"Hardcover","offer_id":44048285630719,"sku":"9781264269846","price":28.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_99ff2145-6cfe-471b-bb9e-ee81b79cbab1.jpg?v=1684994939","url":"https:\/\/www.whiterainbookhouse.com\/products\/branding-between-the-ears-sandeep-dayal-9781264269846","provider":"WR Book House","version":"1.0","type":"link"}