Average Reviews:
(More customer reviews)This is definitely one of the better books that I have read related to brands and neuroscience. While being easy to read from a practitioner's position, it remains academically well referenced and draws on many reputable sources from social neuroscience and neuroeconomics in support of its claims.
Walvis also includes lots of practical advice and applies his thinking to existing global brands in an interesting and meaningful way.
Importantly, it was refreshing to read a book related to the topic of neuromarketing that was not essentially reductive and that did not overstate its claims. Rather, Walvis simply argues that branding gets it wrong by assuming that consumer brand choice is conscious, when in fact most brand decisions are made below the threshold of consciousness, but remain rational and goal orientated all the same.
On this basis, he makes a strong case to reiterate the importance of "Relevance, Coherence and Participation" within the process of branding and offers new models and approaches aimed at demonstrating how to achieve results according to these three paradigms.
I have only one small criticism and it is that the beginning of the book is slightly repetitive. Nonetheless, I feel he redeems himself as subsequent chapters unfold.
A facinating and insightful read!
Click Here to see more reviews about: Branding with Brains: The science of getting customers to choose your company (Financial Times Series)
Smart branding professionals can make use of this scientific revelation to make sure their brand is at the top of their customers' minds at the moment they choose what to buy. Branding with Brains gives you the three most powerful laws of better branding that will make sure your brand comes out on top.The first book to link how the brain works with branding and the customer's decision to buy – a totally new, dramatically different and extremely effective approach to brandingNew tools, techniques and frameworks to help you implement the top three laws of branding more effectivelyIncludes a fascinating collection of international brand stories which show the three laws of branding in action and reveal the potent impact of the workings of the human brain
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