Neurobranding explores how neuroscience insights can help you develop highly effective marketing, brand, communications, shopper marketing and innovation strategies.
The author doesn’t focus on market research as most neuromarketing books do, but considers strategic implications, providing practical insights and guidelines you can use in your own marketing practice. You will find neuroscience-based strategies for shaping considered purchase decisions as well as habitual buying, for lifting the effectiveness of marketing communications in both traditional and digital media, building shopper marketing opportunities into the key touchpoints along the consumer’s path to purchase, and using innovation to disrupt conventional marketing strategies. The first edition of Neurobranding was shortlisted by European Expert Marketer Magazine as one of the Best Marketing Books in 2013. This second edition has not only been updated and aligned with the latest neuroscience research, it also offers extensive new material, including new sections on marketing communications and shopper marketing.