Branding with Brains

Think about the last time you bought something. Do you know why you chose that particular product or brand? Probably not. You can rationalise with hindsight, but the fact is our brain makes these decisions without us really thinking about it. This is why the most successful brands appeal to customers on the basis of emotional associations, images and experiences rather than just on the back of their product specifications. As one Harley Davidson executive describes it in one of this books convention-shattering case studies: We dont sell motorbikes. What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.

Branding with Brains exposes the hard, scientific truth about why customers choose certain brands over others. It gives you the three most powerful laws of branding to make sure your brand is the first in your customers minds, every time they buy.