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Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing Paperback – March 4, 2014

by Douglas Van Praet (Author)

4.5 192 ratings

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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 Douglas Van 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.

Editorial Reviews

Review

“A provocative approach that should give pause to consumers as well as marketers.” ―Kirkus Reviews

“Doug has been an instrumental strategic guide for transforming and redefining the Volkswagen brand. The behavioral insights and the rationale for why people act as they do - uncovered in his book - have had a profound effect on how we communicate and behave, helping the brand achieve the highest market share in thirty years. I would recommend this book to anyone who wants to truly understand how to craft communications that will truly resonate.” ―Justin Osborne, General Manager, Marketing Communications, Volkswagen of America

“Unconscious Branding brings the power of neuroscience to marketing in a way that is both intuitive and revelatory. It's an invaluable resource for any marketer.” ―Matt Jarvis, Partner and Chief Strategy Officer, 72andSunny

“Drawing upon the insights of behavioral science, Van Praet provides a seven-step, behavior-modification procedure--Useful insights that should benefit marketers big and small.” ―Publishers Weekly

“Doug Van Praet knows what's going on in your mind better than you do. This is the only book that finally provides a useful 'how to' when it comes to applying neuroscience to marketing. We're using it. It works.” ―Mike Sheldon, CEO Deutsch LA

“There are many researchers in advertising who can study a campaign and tell you what happened. There are precious few who can tell you why. Doug Van Praet is one of them.” ―Eric Hirshberg, CEO, Activision Publishing

About the Author

Douglas Van Praet is executive vice president at Deutsch LA, one of the nation’s hottest ad agencies, where his responsibilities include group planning director for the iconic, highly acclaimed and coveted Volkswagen account. He is the author of Unconscious Branding.

Product details

ASIN ‏ : ‎ 1137278927
Publisher ‏ : ‎ St. Martin's Griffin; Reprint edition (March 4, 2014)
Language ‏ : ‎ English
Paperback ‏ : ‎ 288 pages
ISBN-10 ‏ : ‎ 9781137278920
ISBN-13 ‏ : ‎ 978-1137278920
Item Weight ‏ : ‎ 2.31 pounds
Dimensions ‏ : ‎ 6.15 x 0.77 x 9.27 inches

Best Sellers Rank: #1,107,016 in Books (See Top 100 in Books)
- #512 in Market Research Business (Books)
- #859 in Marketing & Consumer Behavior
- #4,990 in Biology (Books)

Customer Reviews:
4.5 192 ratings

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Customers say

Customers find the book provides valuable insights and compelling arguments about marketing. They describe it as an interesting read that covers a technical subject matter in a pleasant way. Readers praise the writing quality as exceptional and well-done, making a very technical subject accessible.

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25 customers mention "Insights"25 positive0 negative

Customers find the book provides valuable insights on how much of our perception is based on our subconscious minds. They appreciate the compelling arguments and interesting journey through the mind. The book provides a solid framework for understanding the role of the subconscious mind in marketing.

"...is devoted to explaining the physiology of the unconscious, the psychology of needs, and how those all play into how we perceive the world around..." Read more

"This is a really terrific book for marketing professionals who want to understand the difference between what consumers say versus what they do...." Read more

"This books gives you insights that are important for marketers, but MANY insights that apply to every day life. Recommend it!" Read more

"...of state-of-the-art behavioral science into 250 entertaining, enlightening pages...." Read more

17 customers mention "Readability"17 positive0 negative

Customers find the book easy to read and engaging. They describe it as a well-written, interesting read that covers a technical subject in a pleasant way. The book is described as good quality and an excellent read.

"This book is a must read not only for those actively involved in marketing, but for anyone actively involved with people --- including your own..." Read more

"This is a well written book, covering a very interesting subject matter...." Read more

"...you understand neuro-marketing, and this book makes a very technical subject a pleasant read." Read more

"This book is a gem! The author combines science with psychology to create a compelling insight into human behaviour...." Read more

4 customers mention "Writing quality"4 positive0 negative

Customers find the book well-written. They appreciate the simple premise and neuroscience to marketing connection.

"...This is an exceptional well-written book that poses a fairly simple premise. How can neuroscience empower and inspire marketing...." Read more

"This book is well written and covers most of the latest neuroscience findings that relate to advertising and marketing...." Read more

"...It's take on the application of neuroscience to marketing is well done and cited. It's worth a 2nd read to check out the many things I've highlited." Read more

"well written with unique insights...." Read more

Top reviews from the United States

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Laura Hayes
well written with unique insights.
Reviewed in the United States on April 13, 2014
Verified Purchase
Unconscious Branding laid out a unique approach to Marketing that I had never encountered before. I connected with Van Praet’s approach on a fundamental level because I am a member of the paleo movement, which retraces our eating habits to our ancestors in order to eat what is right for our bodies, but I never thought to connect ancestral health with today’s marketing. He provides very compelling arguments on why we should be more primal conscious and capitalize on every human’s primal need for society and relationships.

Theses relationships are the foundations that connect us to our family and friends so why not recognize that those associations are similar to how we connect with brands as well? The first 40% of the book is devoted to explaining the physiology of the unconscious, the psychology of needs, and how those all play into how we perceive the world around us.

While Van Praet is quite redundant in his underlying message and concept (this book could have easily been 150 pages shorter) he provide more detail and illustration of the concepts to really make his ideas hit home. If not for the story tale examples he provided the book would have been far too dry to consume his more complex concepts and I would have put it down before finishing it.

The last half of the book was his seven steps to branding, which I would actually characterize as the 7 different parts of associations. They were not so much steps, rather seven ways to create positive associations that when leveraged together create a powerhouse marketing plant that would be indefatiguable.

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5 people found this helpful

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Amazon Customer
A Must Read for Those Interested in Consumer Insights
Reviewed in the United States on March 9, 2013
Verified Purchase
This is a really terrific book for marketing professionals who want to understand the difference between what consumers say versus what they do.

One of the few benefits of very long plane rides to Europe is a chance to read without interruptions. This week, I read a wonderful marketing book that I'd like to share with you. I'm really interested in understanding what consumers do versus what they say and this book has an unconventional approach to the topic.

I saw an article online by the author and it his ideas fit well with a marketing conference I was organizing with colleagues so I knew I had to learn more.

The book is called Unconscious Branding by Douglas Van Praet. He is the EVP at an award winning advertising agency Deutsch LA and he focuses on account planning and strategic insights. Douglas worked on the highly acclaimed and successful mini-Darth Vadar commercial for Volkswagon's Jetta where a little boy uses his super powers to start a car with the wave of a hand as an eager father with a remote helps him behind the scenes.

From my days at The Annenberg School of Communications at The University of Pennsylvania, I have always been interested in behavioral sciences, anthropology and non-verbal communications. Since the topic for this conference I mentioned above is focused on the huge discrepancy between what a consumer says in research versus their actual behavior, I hoped the book would provide some ideas and an approach to the issues.

I was not disappointed.

When I answer a question on a survey, how well can I actually answer a question like why I bought a product?

* How come I bought Seventh Generation not Tide for cleaning my clothes.
* How come I went to Starbucks not Dunkin Donuts for coffee?
* Why do I buy gas for my car at Exxon- even when it is cheaper at other stations?
* Why do I watch one commercial over and over but scan others?
* Why do I shop at Whole Foods instead of Harris Teeter?
* Why do I pick one wine over another?

I can tell you why I did these things but is it true? Can I accurately explain my motivation. A great example of this is buying gasoline. I stumbled upon the reason why I prefer Exxon even when it is a few cents more per gallon. I found a gas credit card from Esso (Exxon's earlier name) that my Dad gave to me when I started to drive in 1971. My connection goes way beyond the fuel and over the last 40 years, I have been driven on an unconscious level to go to an Exxon/Esso for gas. Of course, I never made that connection consciously until recently.

This is an exceptional well-written book that poses a fairly simple premise. How can neuroscience empower and inspire marketing. Another way of saying this is that instead of relying on what consumers say, understanding their behavior at an unconscious level can be powerful. How people act and the motivation for those actions can give clarity to a marketing professional to understand how to affect purchase behavior.

The book helps explains some of the core motivation behind our behaviors and our decision making process. He approaches marketing by trying to explain and understand how we act. Through fascinating examples of classic ad campaigns, he outlines the unconscious connection that helps make the effort so successful at touching consumers and motivating them to purchase.

The author has a seven step process that outlines:

1. The role of interrupting perceptual and behavioral patterns
2. How to create customers comforts with a brand
3. Lead the imagination to a desired conclusion or outcome
4. Shift consumer feeling in favor of a product
5. Satisfy the critical filter of resistance in the mind
6. Change the association by which memory and the mind work
7. Generate actions ingraining positive brand impressions that become second nature.

Best of all, this book treats consumers, target markets, demographics as human beings.
It is an important distinction since the author explains how human motivation at an unconscious level helps us understand how we can change attitudes and behaviors when we are marketing products. I like the human approach to marketing and the author articulates these idea like a mensch. (Yiddish for a really fine human being)

I learned from this book that the word emotion and motivation both come from the latin root to move. (movere). This helps us understand that key to both connecting emotional and motivating a behavior that taking action is required. When you touch a hot stove, you learn to stay away from the painful experience.

When a brand disappoints you by promising something and not delivering, you move away from that brand. Harnessing this insight can help you motivate a human (consumer) to take an action and move toward your brand and its solutions. The book is filled with examples from traditional and non-traditional advertising and marketing campaigns.

One case study in Unconscious Branding is the success of Red Bull.

The founder of Red Bull created a strange brew. His oddly flavored caffeine spiked beverage received the lowest scores in research for taste and purchase intention. Yet, the Australian born Dietrich Mateschitz understood the importance of emotional branding and motivational communications.

He created unique emotional experiences through experiential marketing that linked the product to the emotional rollercoaster of stimulating experiences. His recent Red Bull Stratos is one of the cleverest marketing events to associate emotion with a brand I have ever witnesses. This type of marketing connections puts Red Bull's Mateschitz in a class with Jobs and Apple whereby they make consumers connect not only to the physical product but at an unconscious level, plug into the brand's attitude. This is branding by masters.

So pick up a copy of Unconscious Branding. It is available at Amazon or your favorite independent bookstores but I bet you unconsciously knew that.

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31 people found this helpful

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Antonio M.
Great book, gives insights on more than marketing
Reviewed in the United States on January 20, 2014
Verified Purchase
This books gives you insights that are important for marketers, but MANY insights that apply to every day life. Recommend it!

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Montana
Brilliant!
Reviewed in the United States on March 7, 2013
Verified Purchase
This book is a must read not only for those actively involved in marketing, but for anyone actively involved with people --- including your own family. If you find yourself constantly baffled by the behavior and reactions of others, you need to recognize that much of it stems from unconscious patterns and beliefs which they themselves are unable to distinguish or understand. By learning to identify, comprehend and empathize with them, you can be an enlightened actor and a more effective reactor; in families, organizations and society. People are people, no matter where you encounter them.
The book is worth the price of admission just for the author's distillation of reams of state-of-the-art behavioral science into 250 entertaining, enlightening pages. It's brilliance is in his ability to show the layman how to apply that knowledge. It is not a book about manipulation, it's about anticipating and meeting the real or perceived needs of others before they themselves become aware of them. Who wouldn't appreciate a parent, spouse, co-worker or a corporation like that!

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2 people found this helpful

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Richard McAdam
Good perspective on marketing
Reviewed in the United States on February 7, 2023
Verified Purchase
This book provides a solid framework for understanding the role of the subconscious mind in the choices we make. I recommend this as a thought provoking read for anyone interested in understanding the underlying motivations driving our purchasing decisions and loyalties.

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Pablo
Muy interesante
Reviewed in Spain on December 17, 2024
Verified Purchase
Es un buen libro, una lástima que no esté en español. Ideal para copywriters y para emprendedores que quieren arrancar su marca con buen pie

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Nekesha
Informative
Reviewed in Canada on October 12, 2019
Verified Purchase
good book! learned alot

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Garry D
Authoritative and interesting read. Highly recommended.
Reviewed in the United Kingdom on April 8, 2015
Verified Purchase
This is a great book, authoritative, well written, full of great case studies and aimed at practical Marketers. It's a complex discipline but one that Douglas unravels and gives his personal experiences of. Well done. A great introduction to consumer neuroscience and one that I would recommend to others

Garry

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Amazon Customer
Five Stars
Reviewed in Canada on May 3, 2018
Verified Purchase
Very interesting read and well-researched and written.

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Amazon Customer - Neha
Three Stars
Reviewed in India on October 3, 2017
Verified Purchase
OK not great

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