Unconscious Branding audiobook cover - How Neuroscience Can Empower (and Inspire) Marketing

Unconscious Branding

How Neuroscience Can Empower (and Inspire) Marketing

Douglas van Praet

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Marketing & Sales

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Mind Map

Unconscious Branding
Human Behavior & Heuristics+
The Triune Brain+
Pattern Interruption+
Comfort & Trust+
Imagination & Emotion+
Skepticism & Brand Associations+
Action & Illusion of Control+

Quiz — Test Your Understanding

Question 1 of 9
Why do consumers often rely on heuristics, such as assuming 'expensive equals good,' when making a purchase?
  • A. They want to unconsciously display their social status to the group.
  • B. Finding the perfect solution is either impossible or impractical.
  • C. The emotional part of their brain overrides their rational decision-making.
  • D. They are seeking to break a recognized pattern in their daily routine.
Question 2 of 9
According to the text, which part of the brain is targeted by marketing campaigns that emphasize survival, safety, or status, such as the Grey Poupon mustard ad?
  • A. The emotional brain
  • B. The rational brain
  • C. The physical (reptilian) brain
  • D. The cognitive brain
Question 3 of 9
What is the primary purpose of creating an 'Oh yeah!' or 'Oh shit!' moment in a marketing campaign?
  • A. To provide consumers with comparative pricing information.
  • B. To interrupt the brain's expected patterns and grab attention.
  • C. To rely on trusted authorities to convince the critical mind.
  • D. To offer a sense of safety and comfort to the viewer.
Question 4 of 9
Based on a Columbia University study mentioned in the book, how does feeling comfortable and safe affect a consumer's purchasing behavior?
  • A. Relaxed consumers are more likely to carefully compare competitor prices.
  • B. Relaxed consumers are willing to pay about 15 percent more for a product.
  • C. Relaxed consumers take twice as long to make a final purchasing decision.
  • D. Relaxed consumers prefer to buy generic brands rather than name brands.
Question 5 of 9
Why was Nike's 'Just do it' slogan so much more successful than a highly direct phrase like 'Just get off your ass and go jogging'?
  • A. It left the message open, allowing consumers to use their imagination and make a personal connection.
  • B. It provided a clear, step-by-step instruction that appealed directly to the rational brain.
  • C. It used social proof to show that everyone else in the consumer's group was already exercising.
  • D. It relied on statistics from health authorities to convince the critical mind to take action.
Question 6 of 9
How does the bulk retailer Costco successfully engage its customers' emotions, according to the text?
  • A. By offering the lowest possible prices on every single item in the store.
  • B. By creating a luxurious, high-status shopping environment.
  • C. By turning the shopping experience into a treasure hunt of discovery.
  • D. By using celebrity endorsements to build long-term brand loyalty.
Question 7 of 9
How did Trident Gum successfully overcome the critical, suspicious minds of consumers in the 1990s?
  • A. By using pattern interruption with a shocking television commercial.
  • B. By offering free samples to college students to build relationships.
  • C. By using statistics backed by the trusted voices of surveyed dentists.
  • D. By changing its brand image to appeal to a more masculine demographic.
Question 8 of 9
What was the primary reason for the massive success of the 'Marlboro Man' campaign in the 1950s?
  • A. Consumers wanted to abandon city life for the actual lifestyle of a working cowboy.
  • B. The campaign shifted focus back to the brand's original female audience.
  • C. Consumers desired the traits associated with the cowboy, such as independence and defiance.
  • D. The campaign provided rational facts about why Marlboro was the healthiest cigarette on the market.
Question 9 of 9
What happens when a marketer successfully leads a customer to take a new action, such as accepting a free green tea instead of their usual latte?
  • A. The customer will feel manipulated and avoid the brand in the future.
  • B. The customer's mind will justify the behavior, convincing themselves they made the choice voluntarily.
  • C. The customer's rational brain will immediately recognize and reject the marketing tactic.
  • D. The customer will experience an 'Oh shit!' moment that interrupts their pattern permanently.

Unconscious Branding — Full Chapter Overview

Unconscious Branding Summary & Overview

Unconscious Branding (2012) reveals how marketers can tap into our subconscious, encouraging our participation in and support of company brands. In just seven steps, you’ll discover new strategies to guide your own company toward developing a brand with which customers can build a genuine relationship.

Who Should Listen to Unconscious Branding?

  • Marketers who want to create successful ad campaigns
  • Entrepreneurs striving to build a great brand
  • People interested in how marketers manipulate consumers’ minds

About the Author: Douglas van Praet

Douglas van Praet is the founder of Unconscious Branding, a brand strategy consultancy with a focus on behavioral science. He was executive vice president of Deutsch LA, where he was responsible for the Volkswagen account. He is lauded for creating Volkswagen’s “The Force” commercial, with its memorable “mini” Darth Vader, the most-shared ad in Super Bowl history.

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