Right between the ears : how to use brain science to build epic brands / Sandeep Dayal
Material type:
TextPublication details: India Penguin Random House 2021Description: 258 pISBN: - 9780670094929
- 158.7068 DAY-S
| Item type | Current library | Collection | Shelving location | Call number | Status | Date due | Barcode | Item holds |
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Books
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BITS Pilani Hyderabad | 100 | General Stack (For lending) | 158.7068 DAY-S (Browse shelf(Opens below)) | Available | 42987 |
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.
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