Full Title: Unconscious Branding: How Neuroscience Can Empower (And Inspire) Marketing by Douglas van Praet
4 out of 5 stars | Read the summary on Goodreads
If you've got Superbowl commercials still on the brain, this is the book to pick up. It flips marketing research conventions to show how the way our brains work determines our decisions as consumers. What this means for marketers is that we have to take what people tell us (in surveys, focus groups, and more) with a grain of salt. Just like we would investigate numerical data to make sure it's correct, van Praet offers ways to dig deeper into qualitative data to find the hidden variables and meanings behind them.
What I loved most about this book was van Praet's real world examples. As the brilliant advertiser behind Volkswagen's Vader Kid spot and many more famous (and hilarious) Superbowl commercials, his experience shows exactly how neuroscience can craft better content.
Most importantly, he emphasizes that great content or communication causes action or behavior change. It's difficult to do and so he breaks it down into 7 steps: interrupt a pattern, create comfort, lead the imagination, shift the feeling, satisfy the critical mind, change the associations, and ultimately, take action.
His book definitely made me think--I had no idea how much science really lies behind how we craft great content. If you're interested in books like this, I picked this up after reading Nudge by Cass Sunstein and Richard Thaler, another great book on psychology and economics of decision making.