Unconscious Branding - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Unconscious Branding write by Douglas Van Praet. This book was released on 2012-11-13. Unconscious Branding available in PDF, EPUB and Kindle. For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.
Brand Seduction
Brand Seduction - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Brand Seduction write by Daryl Weber. This book was released on 2016-04-25. Brand Seduction available in PDF, EPUB and Kindle. "Powerful, profound, and beautifully written, Brand Seduction raises the bar for every marketer to do work that truly matters." —Seth Godin, author of All Marketers Are Liars "Clever, creative, and jam-packed with useful insights, Brand Seduction shows how our brain secretly shapes our choices in ways we may never have realized." —Jonah Berger, Wharton Professor and bestselling author of Contagious and Invisible Influence For many marketing professionals, "science" is a four-letter word. They see brand-building as an unteachable art guided by their intuition and experience. But at its core, marketing aims to seed ideas into people's minds, make them feel a certain way, and, ultimately, get them to act. In Brand Seduction, Daryl reveals the latest psychological and neuroscientific discoveries about how our minds process brand information and make decisions, and the important roles our emotions and unconscious play in our selections. Welcome to the new world of neuromarketing. Through simple language, engaging stories, and real-world examples, Brand Seduction shows you how to decode, build, and use these hidden brand fantasies to grow your brand and business. You'll learn: • The surprising unconscious side of brands. • The biggest myths about consumer psychology. • The real role of emotions in building brands. • Practical tools to use neuroscience to inspire better marketing. Everyone seems to have a different idea of what brands are, how they work, and how they are built. Brand Seduction digs deeper into the nature of brands, how they exist and behave in the mind, and how marketers and business leaders can use this understanding to "seduce" customers and grow their businesses.
Subliminal
Subliminal - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Subliminal write by Leonard Mlodinow. This book was released on 2013-02-12. Subliminal available in PDF, EPUB and Kindle. NATIONAL BESTSELLER • From the bestselling author of The Drunkard’s Walk, a startling, eye-opening examination of how the unconscious mind shapes our experience of the world. “Mlodinow plunges into the realm of the unconscious mind accompanied by the latest scientific research ... [with] plenty of his trademark humor.” —Los Angeles Times Over the past two decades of neurological research, it has become increasingly clear that the way we experience the world—our perception, behavior, memory, and social judgment—is largely driven by the mind's subliminal processes and not by the conscious ones, as we have long believed. In Subliminal, Leonard Mlodinow employs his signature concise, accessible explanations of the most obscure scientific subjects to unravel the complexities of the subliminal mind. In the process he shows the many ways it influences how we misperceive our relationships with family, friends, and business associates; how we misunderstand the reasons for our investment decisions; and how we misremember important events—along the way, changing our view of ourselves and the world around us.
The Geological Unconscious
The Geological Unconscious - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Geological Unconscious write by Jason Groves. This book was released on 2020-07-07. The Geological Unconscious available in PDF, EPUB and Kindle. Already in the nineteenth century, German-language writers were contending with the challenge of imagining and accounting for a planet whose volatility bore little resemblance to the images of the Earth then in circulation. The Geological Unconscious traces the withdrawal of the lithosphere as a reliable setting, unobtrusive backdrop, and stable point of reference for literature written well before the current climate breakdown. Through a series of careful readings of romantic, realist, and modernist works by Tieck, Goethe, Stifter, Benjamin, and Brecht, Groves elaborates a geological unconscious—unthought and sometimes actively repressed geological knowledge—in European literature and environmental thought. This inhuman horizon of reading and interpretation offers a new literary history of the Anthropocene in a period before it was named. These close readings show the entanglement of the human and the lithic in periods well before the geological turn of contemporary cultural studies. In those depictions of human-mineral encounters, the minerality of the human and the minerality of the imagination become apparent. In registering libidinal investments in the lithosphere that extend beyond Carboniferous deposits and beyond any carbon imaginary, The Geological Unconscious points toward alternative relations with, and less destructive mobilizations of, the geologic.
Marketing Metaphoria
Marketing Metaphoria - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing Metaphoria write by Gerald Zaltman. This book was released on 2008. Marketing Metaphoria available in PDF, EPUB and Kindle. "Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. These lenses are called "deep metaphors" and they populate the unconscious mind. Understanding how people use deep metaphors will help you develop new products, launch innovations, enhance purchase and consumption experiences, create engaging communications, and much more." "Drawing on thousands of interview, the authors identify seven primary deep metaphors. Knowing how they influence your consumers can have a huge effect on your sales and profits. Marketing Metaphoria describes how some of the world's most famous companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve their marketing problems."--Jacket.
