Right between the ears: How to Use Brain Science to Build Epic Brands - Couverture rigide

Dayal, Sandeep

Couverture rigide

ISBN 10 : 0670094927 ISBN 13 : 9780670094929

Editeur : Penguin Portfolio, 2021

Synopsis

Your brand is what peoples' brains make of it. Right Between the Ears lays out an entirely new approach, based on years of development and real-world testing, that Dayal calls Cognitive Branding, for designing and building epic brands. He uses the theories of behavioural science to understand how to successfully market a brand, and has used his concept of 'cognitive branding' with top brands like Kraft, Phillips, Unilever and Mastercard to name just a few. That coding and decoding, the mantra for how to make connections in the brain that drive consumers to buy the chosen brands, is the Holy Grail that marketers seek, and Right Between the Ears delivers just that.

A propos du livre

À propos de l'auteur

Sandeep Dayal is a seasoned marketing and strategy leader, with twenty-plus years of experience across industries. In addition to serving as the managing director, Sandeep heads the firm's Pharmaceuticals and Medical Devices Practice wing. He serves as a counsellor to C-suite executives and board members at Fortune 500 companies. He has served fifty-plus clients in over 100 engagements around the world (including fifteen-plus major countries in the EU, Latin America and Asia). He is regarded as one of the leading minds in marketing strategy and has coauthored articles in Marketing Management, McKinsey Quarterly and Strategy & Business.

Détails de l'édition

• Éditeur: Penguin Portfolio
• Date d'édition: 2021
• Langue: anglais
• ISBN 10: 0670094927
• ISBN 13: 9780670094929
• Reliure: Relié
• Nombre de pages: 256
• Coordonnées du fabricant: non disponible
• Personne responsable: Terminal Video; n.pederzini@terminaldistribuzione.com; ; Via Bruno Buozzi, 24/26,; Granarolo dell'Emilia BO,; Italie