If You're Curious About These Questions...
You should listen to this audiobook
- Did you know that most marketing campaigns are actually targeting the wrong part of the human brain?
- Have you ever wondered why consumers choose one brand over another, even when the products are practically identical?
- What's the secret to moving beyond simple awareness and creating a brand that resonates deep within a customer’s subconscious?
Listen to Branding Between the Ears — Free Audiobook
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Key Takeaways from Branding Between the Ears
- Discover why overly emotional or funny advertisements can actually sabotage your sales by making consumers forget your core brand message.
- Understand the critical difference between subconscious System 1 thinking and logical System 2 thinking to better influence consumer purchasing decisions.
- Master the art of embedding positive past experiences and associations into your marketing to trigger instinctual, rapid buying behaviors.
- Learn why outdated marketing strategies like brand laddering fail, and why artificially combining rational benefits with emotional feelings doesn't persuade the brain.
- Find out how replacing traditional marketing myths with cognitive science will prevent you from wasting your advertising budget on campaigns that don't convert.
Learning Tools
Reinforce what you learned from Branding Between the Ears
Mind Map
Branding Between the Ears
The Brain & Decision Making
System 1 Thinking
System 2 Thinking
The Emotion Trap
The Danger of High Emotion
The Solution
Outdated Marketing Myths
Brand Laddering Fails
Brand Listing Fails
The Alternative: Storytelling
Building Brand Vibes
Defining Brand Vibes
The Power of Empathy
Leveraging Cognitive Preferences
Similarity Bias
Loss Aversion
The IKEA Effect
Marketing Unfamiliar Products
Bypassing System 1
The No-Brainer Strategy
The Magic of Free
Quiz — Test Your Understanding
Question 1 of 6
Why did the highly emotional Enbrel arthritis ad fail to generate sales, despite viewers remembering the commercial?
Branding Between the Ears — Full Chapter Overview
Chapter 1: Recommendation
Chapter 2: Emotional shoppers tend to forget vital details.
Chapter 3: Your brain relies on two distinct processes for buying decisions.
Chapter 4: Marketers are mistakenly focusing on brand laddering and brand listing.
Chapter 5: Foster strong brand vibes by showing genuine empathy for your consumers.
Chapter 6: Tune your branding to chime with consumers’ unconscious preferences.
Chapter 7: Make your value proposition so irresistible that people would be crazy to say no.
Branding Between the Ears Summary & Overview
Branding Between the Ears (2021) explores how marketers can apply the latest scientific insights to their branding strategy. It explores how the human brain responds to advertising, and how consumers really make the decision to buy or not to buy.
Who Should Listen to Branding Between the Ears?
- Marketers and salespeople
- Budding entrepreneurs keen to get their venture off the ground
- Psychology buffs looking for fresh insights
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