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Reviews: "While there are few ˜neuromarketing` empirical generalizations that marketers can rely on, Erik du Plessis`s intelligent exploration of this ˜puzzle of the brain and the brand` advances our understanding in a very valuable way. It is well worth the read"
Robert Barrocci, Predident and ECO, The Advertising Research Foundation
"The Branded Mind is the result of very considerable thought, influenced by the author`s digestion of a massive battery of empirical work, in addition to many examples from his long experience as innovative market researcher. It is written in Erik du Plessis`s usual reader-friendly style, and it deserves to make a considerable impact on professional practice"
John Philip Jones, Emeritus Professor, Syracuse University, New York
Description: The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand-building strategies.
Contents:
PART ONE ¢ What it is all about ¢ Introduction ¢ The meta“ and the micro-problem ¢ Over-claiming ¢ Emotions and feelings ¢ Where does this leave us? ¢ The puzzle ¢ This book is about the consumer`s brain ¢ Why I wrote this book ¢ Why do we make decisions? ¢ How do people differ from animals on this view? ¢ How does this happen in the brain? ¢ How do we buy a brand? ¢ Marketing practice ¢ So what is this book about? ¢ The new paradigm ¢ From Descartes to Damasio ¢ Who is Damasio? ¢ Who was Descartes? ¢ What is the paradigm shift that we are looking at? ¢ Damasio`s somatic marker theorem ¢ The brain - the coming together of disciplines ¢ PART TWO ¢ The decision-making puzzle ¢ Interpretation, memory, experience, learning ¢ Why the memory system is important ¢ Feeling good, culture, personality and memories ¢ The brain ¢ Gestalts ¢ What do artificial neural networks do very well? ¢ Marketing implications of classifying and predicting ¢ Interpretation, memory recall, ˜comes to mind` ¢ Introducing the rat brain robot ¢ Let`s look at this robot rat ¢ What brain systems does the robot rat need to be more like a human (or just more like a fruit fly)? ¢ ˜Movere`s is Latin for ˜to move`, ˜to be motivated` ¢ Move! But where to? ¢ Feelings ¢ Why we need to understand feelings ¢ From many gestalts to one: attention and touchpoints ¢ Everybody knows what feelings, emotions and moods are - do the scientists? ¢ Does it matter? ¢ Definition used in this book ¢ Time ¢ The limbic system: the oldest part of the brain ¢ The ˜feeling` brain systems and how they work ¢ Reconciling this view with Damasio`s view ¢ The environmental awareness system: emotions ¢ An emotion is a post-rationalization ¢ Rational or emotional? ¢ But are advertisements like snakes? ¢ Culture and the amygdala ¢ Herd behaviour ¢ How many emotions do we have? ¢ Emotions and marketing ¢ The ˜state of body` system: homeostasis ¢ Bio-measures and homeostasis ¢ The ˜state of mind` system, or moods and arousal ¢ Why the brain needs to control its levels of arousal ¢ Mood and time ¢ We continuously control our moods ¢ Bio-measures, mood and arousal ¢ The evaluation system: pleasure ¢ ˜Dopaminic memories` of brands ¢ Bio-measures and dopamine ¢ Personality ¢ Human ˜personality` variation ¢ What is personality? ¢ It is not survival of the fittest, but death to the unfit ¢ Personality and time ¢ What does this have to do with brands? ¢ Marketing ¢ About brand personality ¢ Bio-measures and personality ¢ Social systems and culture ¢ The neuro-basis of culture ¢ Why do we have an empathy circuit in the brain? ¢ Prejudice ¢ The marketing error resulting from the empathy system ¢ Teaching feelings ¢ What is culture? ¢ Culture and time ¢ Language ¢ Oatley and Jenkins`s view about culture and emotions ¢ The global brand ¢ Culture is much more than countries ¢ Bio-measures and culture ¢ Gender differences ¢ The male/female brain ¢ Let`s put it all together ¢ So how do we think we think? ¢ ˜Thinking` involves a lot of brain process ¢ Making a choice ¢ A ˜new` thought ¢ Feelings and time ¢ Measuring the brain ¢ Single-cell measurement ¢ Electroencephalography (EEG) ¢ Magnetoencephalography (MEG) ¢ Transcranial magnetic stimulation (TMS) ¢ Indirect measures of neural activity ¢ Very indirect measurements of brain activity ¢ ˜Reading` the measures ¢ Creativity in designing brain scanning experiments ¢ Increasing our brainpower - using neuroscience effectively by Graham Page ¢ The current state of play ¢ Key questions to ask ¢ Implicit association measurement ¢ Eye-tracking ¢ Brainwave measurement ¢ Will neuroscience replace conventional research? ¢ The future: integration ¢ When should neuroscience-based techniques be used? ¢ Getting the best out of neuroscience ¢ PART THREE ¢ Creating mischief ¢ On creating mischief ¢ The Hidden Persuaders ¢ ˜The seductive allure of neuroscience explanations` ¢ The buy button ¢ Sensationalism will increase ¢ Buy-ology ¢ My view ¢ The elusive subconscious ¢ The big subconcious ¢ The subconsciousness and religion ¢ The confusion that arises when people willy-nilly talk about the subconsciousness ¢ This is a personal belief ¢ A justification for brain scanning projects? ¢ What Freud said ¢ Respondents lying and our ethics ¢ PART FOUR ¢ Towards insights ¢ Read Montague`s Pepsi Challenge ¢ About Read Montague ¢ The contribution of other sciences ¢ Montague on culture ¢ Science: models and measurements ¢ The homunculus ¢ Decision making ¢ Models and measurement ¢ Models: the future ¢ PART FIVE ¢ Some marketing implications ¢ The marketing implications I chose ¢ The build-up of the next five chapters ¢ Attention ¢ Why it is an important topic ¢ The issue ¢ Studying for an exam or giving attention to an advertisement ¢ Death of the 30-second ad? ¢ Some empirical data ¢ Why is this in a book about neuromarketing? ¢ Inadvertent attention ¢ The response curve and re-cognition ¢ Re-cognition in non-fast-forwarded advertisements ¢ Media strategy implications ¢ Neuroscience and re-cognition (or repeat exposure) ¢ Why repeat exposures to an advertisement? ¢ But why does the level of awareness matter? ¢ Can an advertisement have an effect without it being given attention? ¢ The advertising effect of this ¢ Du Plessis`s error ¢ Conclusions ¢ The brand soma ¢ What I mean by the brand soma ¢ The brand soma and functionality ¢ Neurology ¢ What does the brand soma do? ¢ Brand soma, rationality and functionality ¢ Fishbein and brand utility ¢ How the brand soma works in practice ¢ How this shows in perceptual maps ¢ Revisiting Fishbein ¢ The dopamine moment ¢ ˜How would using the brand make you feel?` ¢ Using the halo effect ¢ Consumer decision making as heuristics ¢ What is a heuristic? ¢ Neuromarketing and heuristics ¢ Feelings and heuristics ¢ BrandDynamics ¢ Different people have different heuristics in different situations ¢ Heuristics and questionnaire design ¢ Where does this lead us (marketers)? ¢ Market segmentation ¢ Good segmentation should not be like this ¢ Some suggestions about segmentation studies ¢ Neuromarketing and segmentation ¢ Segmentation and neural studies - a chocolate example ¢ Advertising budget, brand life cycle, synapses and brand soma ¢ Setting the budget ¢ Peter Field and AC Nielsen ¢ The dynamic difference model ¢ Implications for ˜percentage of revenue` budget ¢ This is a big ask of the brand ¢ Brand life cycles ¢ Jones`s advertising intensity curve ¢ Brand life cycle: a self-fulfilling belief? ¢ Optimizing advertising budgets ¢ The changing pieces of the puzzle ¢ PART SIX ¢ My conclusions ¢ What this was all about ¢ From very small things to very big things ¢ Is the future what it was? ¢ What the future will bring ¢ Summary implications for neuromarketing ¢ References ¢ Index
About the Author: Erik du Plessis is Chairman of Millward Brown South Africa and was Visiting Professor at the Copenhagen Business School teaching neuromarketing from 2007-2009. Erik worked as a market analyst, researcher and brand manager before joining BBDO advertising as Media Director and Research Director. He then went on to start his own company, Impact Information, which became Millward Brown South Africa in 2001. During his career, Erik has consulted with nearly every major company in South Africa on brand management, research, advertising, strategy and media planning. He is also the author of The Advertised Mind (published by Kogan Page), which won the coveted WPP Atticus Grand Prix Award in 2005 for original published thought, chosen from 450 entries.
Millward Brown is one of the world`s leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. In 2010, following over six years` research into neuroscience and brands, Millward Brown launched The Neuroscience Practice. This global team is responsible for integrating appropriate neuroscience techniques into standard research practices where it can add additional insight.
Target Audience: Professionals in advertising industry, researchers in the area of neuromarketing.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749461256
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Pages : 270
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