Right between the ears: How to Use Brain Science to Build Epic Brands By Sandeep Dayal

By:

Dayal, Sandeep

Material type: Text

TextPublication details: Haryana: Penguin Random House India, c2021.Edition: 1Description: 258PISBN:

9780670094929

DDC classification:

658.827 DAY-R

Contents:

Part 1: How brain science is revolutionizing branding Part 2: How to design cognitive brands Part 3: How to execute cognitive Brands

Summary: Right Between the Ears lays out an entirely new approach, based on years of development and real-world testing, that Dayal calls Cognitive Branding, for designing and building epic brands. He uses the theories of behavioural science to understand how to successfully market a brand, and has used his concept of 'cognitive branding' with top brands like Kraft, Phillips, Unilever and Mastercard to name just a few. That coding and decoding, the mantra for how to make connections in the brain that drive consumers to buy the chosen brands, is the Holy Grail that marketers seek, and Right Between the Ears delivers just that

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Holdings
Item type	Current library	Home library	Call number	Status	Date due	Barcode
Book	Dept. of Computational Biology and Bioinformatics Processing Center	Dept. of Computational Biology and Bioinformatics	658.827 DAY-R (Browse shelf(Opens below))	Available		DCB3936

The book is at once absorbing and very informative. Understanding how big business is manipulating your own purchasing and consumption behaviour is enlightening to say the least - it is certainly very helpful and a prescribed read for anyone in marketing or any sort of business !

Part 1: How brain science is revolutionizing branding
Part 2: How to design cognitive brands
Part 3: How to execute cognitive Brands

Right Between the Ears lays out an entirely new approach, based on years of development and real-world testing, that Dayal calls Cognitive Branding, for designing and building epic brands. He uses the theories of behavioural science to understand how to successfully market a brand, and has used his concept of 'cognitive branding' with top brands like Kraft, Phillips, Unilever and Mastercard to name just a few. That coding and decoding, the mantra for how to make connections in the brain that drive consumers to buy the chosen brands, is the Holy Grail that marketers seek, and Right Between the Ears delivers just that

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