Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands

“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.

Daryl Weber is a branding consultant whose work has influenced many of the best and biggest brands in the world, including Coca-Cola, Nike, Johnnie Walker, Gatorade, Pampers, and many more. He was formerly Global Director of Creative Strategy at The Coca-Cola Company, where he oversaw brand and communication strategy for many of the company's billion-dollar brands. Prior to that, he was a Director of Strategy at the boutique brand and innovation consultancy Redscout, where he advised Fortune 500 companies on new product innovation and brand positioning. Weber has a BA in psychology from Columbia University. He resides in Atlanta with his wife, Jennifer, and son, Avi. You can follow him on Twitter @BrandedCortex.