Right between the ears: How to Use Brain Science to Build Epic Brands
By Sandeep Dayal
- 1
- Haryana: Penguin Random House India, c2021.
- 258P.
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