Enter your mobile number below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
Getting the download link through email is temporarily not available. Please check back later.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your mobile phone number.

Qty:1
  • List Price: $34.95
  • Save: $7.02 (20%)
Only 4 left in stock (more on the way).
Ships from and sold by Amazon.com. Gift-wrap available.
The Branded Mind: What Ne... has been added to your Cart
FREE Shipping on orders over $25.
Condition: Used: Like New
Trade in your item
Get a $1.50
Gift Card.
Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 3 images

The Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand Hardcover – March 15, 2011

3.7 out of 5 stars 10 customer reviews

See all 4 formats and editions Hide other formats and editions
Price
New from Used from
Kindle
"Please retry"
Hardcover
"Please retry"
$27.93
$20.84 $20.65

Best Books of the Year So Far
Looking for something great to read? Browse our editors' picks for the Best Books of the Year So Far in fiction, nonfiction, mysteries, children's books, and much more.
$27.93 FREE Shipping. Only 4 left in stock (more on the way). Ships from and sold by Amazon.com. Gift-wrap available.
click to open popover

Frequently Bought Together

  • The Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand
  • +
  • Thinking, Fast and Slow
  • +
  • Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions
Total price: $46.52
Buy the selected items together

Special Offers and Product Promotions


Editorial Reviews

Review


"[T]he result of very considerable thought, but thought that has been influenced by the author's digestion of a massive battery of empirical work, in addition to many examples from his long experience as an innovative market researcher." --John Philip Jones, Emeritus Professor at Syracuse University 

"Du Plessis...provides an illuminating glimpse into the "black box" of consumer behavior...the author presents research findings to suggest that neuroscience has enough practical substance to warrant exploration of how it might help marketers design strategies that result in more individually tuned consumer value and satisfaction... Summing Up: Recommended." --CHOICE

"The Branded Mind...provides a fine survey of how neuroscience research affects market research techniques, and how it can learn from established business routines… explores recent studies and findings in both neuroscience and business, making this a pick for both types of college-level collections.” --Midwest Book Review

“…[The Branded Mind] will generously reward those who read it with great care… With both rigor and eloquence, [Erik Du Plessis] explains why emotions are not in conflict with rational behavior; indeed, they cause rational behavior.  For those who are eager to understand the consumer brain and the decision-making process it tends to follow, this insight is of incalculable value… It is a brilliant achievement.” --Robert Morris 

"... provides an in depth and contemporary analysis of how people think, and how that relates to branding...those in search of a rich and comprehensive understanding of neuromarketing should look no further. " --brandchannel.com 

"...[A] fascinating ride into one of the last uncharted areas of the body... This book will be an incredibly useful and beneficial addition to the knowledge of the brain and how traders can exploit its functions." -  --Will Roney, Startup Business Book Reviews 

"du Plessis brings an even more focused treatment to the topic of neuromarketing… He breaks his fairly dense material into brief chapters, so you can pick and choose according to your interests, ranging from cognitive science to branding, with many intriguing stops in between. getAbstract recommends du Plessis's research, insights and engaging questions to marketing professionals and to readers interested in decision making, advertising, neuroscience and neuromarketing." --getAbstract

About the Author


Erik du Plessis is President of the Johannesburg-based research agency, Impact Information. Impact is now part of the Millward Brown Group, one of the world’s top 10 market research companies (owned by WPP) with 65 offices in 39 countries. He is also the author of The Advertised Mind.
NO_CONTENT_IN_FEATURE

New York Times best sellers
Browse the New York Times best sellers in popular categories like Fiction, Nonfiction, Picture Books and more. See more

Product Details

  • Hardcover: 272 pages
  • Publisher: Kogan Page (March 15, 2011)
  • Language: English
  • ISBN-10: 074946125X
  • ISBN-13: 978-0749461256
  • Product Dimensions: 6.1 x 0.9 x 9.5 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #1,036,581 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Robert Morris HALL OF FAMETOP 500 REVIEWERVINE VOICE on June 17, 2011
Format: Hardcover
With assistance contributed by Nigel Hollis and Graham Page, Erik du Plessis provides his reader with an update on recent developments in the field of neuromarketing to explain "how people think and how people think about brands." He invokes an especially appropriate extended metaphor when noting in the Introduction that, like a jigsaw puzzle, "the brain consists of many pieces, each unique in appearance and function. All these work independently, and in harmony, to produce the big picture. The big picture is termed `behaviour.' If only one piece of the brain is faulty then the big picture is also faulty.

"To complete a jigsaw puzzle you need to know the picture on the cover of the box, and you need to study the individual pieces when trying to assemble the puzzle. If you do not know what the final picture looks like and merely proceed by trying to assemble the pieces you will waste your time. Similarly, just looking at the picture on the cover tells you very little about the way the puzzle is assembled. Something similar is true of the brain." This brief excerpt suggests what this book is about and by what process de Plessis' intends to explain what neuroscience really tells us about the puzzle of the consumer brain and the brand.

This is by no means an "easy read"; on the contrary. However, it will generously reward those who read it with great care. In fact, I strongly recommend this sequence:

1. Read the Foreword, the Table of Contents, the Introduction (Chapter 1), and then the "Summary of implications for neuromarketing" on Page 244.

2. Re-read them at least once more and highlight key passages.
3. Then read Chapters 2-4 and highlight key passages.
4.
Read more ›
Comment 10 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
Erik du Plessis has created a serious piece of branding literature in The Branded Mind. It's not a breezy read, and doesn't offer tips like "5 ways to make your brand memorable." What The Branded Mind offers instead is a well-researched and thoughtful analysis that begins with relevant brain science and ends with practical advice on topics such as calculating an advertising budget. The book is chock-full of charts and graphs to support the author's points, and offers plenty of research citations to back up the data and to provide the interested reader with a way to dig even deeper into interesting topics.

Du Plessis goes out of his way to avoid, and in some cases refute, simplistic notions of buy buttons, emotional factors replacing rational decisions, and even the unconscious/conscious divide touted by so many neuromarketing vendors.

The Branded Mind isn't a book to zip through, grab a few takeaways, and dispose of. Rather, some sections will merit serious study, and you'll want to keep it at hand as a reference when evaluating advice proffered by branding gurus and other "experts."
Comment 6 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Kindle Edition
do not buy this book if you are looking for advice how to improve your marketing with neuroscience. The author, who comes from a prestigious market research institute, spends almost the entire book by explaining how the brain works but forgets to translate insights into executable marketing measures. I wish I could have my money back.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover Verified Purchase
Number of marketing books talking about neoroscience coming up every days, the Branded Mind is different. By focusing on emperical research finding and linking them toward an application to market field without over echo such an essence of science. Marketers can gain benefits from the book and shape up Brand strategy more effectively.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover Verified Purchase
I really enjoyed this book. it was very informative and gave me a real idea of how the physiology of the brain influences the mind. It has the right amount of science to help a layperson understand the material. If you want to understand how your mind works this is a very good book.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Set up an Amazon Giveaway

The Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand
Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more about Amazon Giveaway
This item: The Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand

Pages with Related Products. See and discover other items: book marketing