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The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand
The Branded Mind is about how people think, and in particular how people think about brands. Brand choice decisions ultimately take place inside the consumer's head. Neuroscience, then, holds lessons for how consumers respond to brands and make purchasing decisions. Marketers and brand managers should take note.
Erik du Plessis does just that. In this, his second book, du Plessis explores what scientists have uncovered about the structure of the brain and how different parts of the brain interact. He investigates developments in neuroscience and neuromarketing and what lessons this holds for brand managers. What bearing do these developments have on current theories of consumer behavior? How can neuroscience contribute to marketing and brand-building strategies?
Including research by Millward Brown, The Branded Mind touches on key topics such as the nature of feelings, moods, personality, measuring the brain, consumer behavior, decision making, and market segmentation.
272 pages, Hardcover
First published January 1, 2011
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Displaying 1 - 7 of 7 reviews
October 18, 2019
The way Erik has written it is too good. Very well organized, deep knowledge on how mind works, from hormonal level to behavioral. Very good examples from marketing point of view. It really shows, how public manipulation goes own without us knowing. Every line is written with a thought. It depends on you, how much you can take from it.
March 3, 2019
Erik Du Plessis is Chairman of Millward Brown South Africa and has taught a course on neuromarketing at Copenhagen business school.
He refers to seminal research papers and other prominent books in the field of neuromarketing in this book.
Some key excerpts from his book are below.
People give attention to things they like, and attention creates memories.
Brands are bought to affect bodily states hunger or thirst, create moods of well-being, comply with cultures and social groupings, status, project personalities
Consumers will always try to classify you in terms of existing product categories.
Get the consumer to mentally rehearse the brand position they are buying. Once you have defined such dopamine moments and the feelings that the moment evoked you can start to build this into the brand promise and make it the basis for the creative approach.
Advertising does two things:
1. It creates a general effect that increases the brand association with all positive attributes
2. It creates a specific effect that increases the brand Association with specific attributes more than the others.
Over time the general effect increases the brands fame while the specific effect increases the brands position in the consumers mind.
In the real world, brands with smaller market share tend to buy more advertising share than their market share, and also that brands with larger market shares and to buy less advertising share. In other words there tends to be an economy of scale.
Millward Brown BrandDynamics heuristic model
Presence: a brand needs to get on a consumers radar.
Relevance: the brand must be seen as a viable choice one that offers and is capable of delivering something of value at a reasonable price.
Performance: consumer will move from relevance to performance if he or she does not mention the brand in relation to any performance barriers.
Advantage: the brand can forge a deeper more committed relationship with the consumer by distinguishing itself from the competition in one or more ways.
Bonding: consumer is considered to be bonded to the brand when he or she indicates that nothing else beats it.
He refers to seminal research papers and other prominent books in the field of neuromarketing in this book.
Some key excerpts from his book are below.
People give attention to things they like, and attention creates memories.
Brands are bought to affect bodily states hunger or thirst, create moods of well-being, comply with cultures and social groupings, status, project personalities
Consumers will always try to classify you in terms of existing product categories.
Get the consumer to mentally rehearse the brand position they are buying. Once you have defined such dopamine moments and the feelings that the moment evoked you can start to build this into the brand promise and make it the basis for the creative approach.
Advertising does two things:
1. It creates a general effect that increases the brand association with all positive attributes
2. It creates a specific effect that increases the brand Association with specific attributes more than the others.
Over time the general effect increases the brands fame while the specific effect increases the brands position in the consumers mind.
In the real world, brands with smaller market share tend to buy more advertising share than their market share, and also that brands with larger market shares and to buy less advertising share. In other words there tends to be an economy of scale.
Millward Brown BrandDynamics heuristic model
Presence: a brand needs to get on a consumers radar.
Relevance: the brand must be seen as a viable choice one that offers and is capable of delivering something of value at a reasonable price.
Performance: consumer will move from relevance to performance if he or she does not mention the brand in relation to any performance barriers.
Advantage: the brand can forge a deeper more committed relationship with the consumer by distinguishing itself from the competition in one or more ways.
Bonding: consumer is considered to be bonded to the brand when he or she indicates that nothing else beats it.
This entire review has been hidden because of spoilers.
February 2, 2021
There is no buy trigger. Marketing is trying to get attention and sell images.
Neuroscience just a tool to understand why buy and not get u to buy.
Author wrote it systematically with his own views.
Neuroscience just a tool to understand why buy and not get u to buy.
Author wrote it systematically with his own views.
July 17, 2019
great book
August 5, 2019
A little too theoretical for what I ws looking for, for Brnd courses. Excellent content based on research. Published in 2011.
April 29, 2012
insightful!
Displaying 1 - 7 of 7 reviews