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- Amazon Sales Rank: #1687687 in eBooks
- Published on: 2012-10-12
- Released on: 2012-10-12
- Format: Kindle eBook
From the Back Cover
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 book’s convention-shattering case studies: “We don’t 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.
About the Author
Tjaco Walvisis a partner at THEY, a brand management consulting firm based in Amsterdam, the Netherlands. Previously, he was a strategy and research director with BBDO. Tjaco is a leading expert on brand strategy issues, including brand positioning, extensions, portfolio management and location branding. He has worked with boards and marketing executives of companies like Amsterdam Airport Schiphol, DaimlerChrysler, Dorito’s, Getronics, Mars, McKinsey & Company, Nutricia, Robeco and Sanoma Publishers. He has served clients in a broad range of industries, including fashion, fast mover consumer goods, financial services, government, insurance, media, pharmaceuticals, private banking, postal services, publishing, retail, telecommunications and world expositions. He has published many articles and lectures regularly on branding and holds two Master degrees, in economics (MSc) and philosophy (MA).
Tjaco Walvis has created a unique book on brand management that will influence the practice and theory of branding and raise the profession to a new and higher level. The book is based on his years of practical, high-level branding experience with strategic, creative and research issues gained in a broad range of companies and industries. He combines this with a strong scientific interest that has resulted in a meticulous one and a half year study of the most fundamental neuroscience research on (brand) memory.
By presenting his findings in a practical, accessible and non-technical style and illustrating them with tools and refreshing new high-calibre case studies, he produces a unique book on branding that will provide even experience professionals with an interesting new understanding of the keys of brand management
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