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The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand [Kindle Edition]

Erik Du Plessis
4.7 out of 5 stars  See all reviews (3 customer reviews)

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Book 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 how this relates to current marketing theories on consumer behaviour. It investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies. Including research by Millward Brown, one of the World's top market research companies, it touches on key topics such as the nature of feelings, emotions and moods, personality, measuring the brain, consumer behaviour and decision making and market segmentation.


Product Description

Review

"[T]he result of very considerable thought, but thought that has been influenced by the author's digestion of a massive battery of empirical work, in addition to many examples from his long experience as an innovative market researcher." --John Philip Jones, Emeritus Professor at Syracuse University "Du Plessis...provides an illuminating glimpse into the "black box" of consumer behavior...the author presents research findings to suggest that neuroscience has enough practical substance to warrant exploration of how it might help marketers design strategies that result in more individually tuned consumer value and satisfaction... Summing Up: Recommended." "--"CHOICE ""The Branded Mind."..provides a fine survey of how neuroscience research affects market research techniques, and how it can learn from established business routines... explores recent studies and findings in both neuroscience and business, making this a pick for both types of college-level collections." "--"Midwest Book Review ..".["The Branded Mind"] will generously reward those who read it with great care... With both rigor and eloquence, [Erik Du Plessis] explains why emotions are not in conflict with rational behavior; indeed, they cause rational behavior. For those who are eager to understand the consumer brain and the decision-making process it tends to follow, this insight is of incalculable value... It is a brilliant achievement." --Robert Morris ..". provides an in depth and contemporary analysis of how people think, and how that relates to branding...those in search of a rich and comprehensive understanding of neuromarketing should look no further. " --brandchannel.com ..".[A] fascinating ride into one of the last uncharted areas of the body... This book will be an incredibly useful and beneficial addition to the knowledge of the brain and how traders can exploit its functions." - --Will Roney, Startup Business Book Reviews "du Plessis brings ani

Book Description

The Branded Mind investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies. Including research by Millward Brown, it investigates topics such as, personality, measuring the brain, consumer behaviour, decision making and market segmentation.

Product details

  • Format: Kindle Edition
  • File Size: 1326 KB
  • Print Length: 272 pages
  • Publisher: Kogan Page; 1 edition (3 Feb. 2011)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B004X4WC5U
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: #494,924 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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4.7 out of 5 stars
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful
By Robert Morris TOP 100 REVIEWER
Format:Hardcover
With assistance contributed by Nigel Hollis and Graham Page, Erik du Plessis provides his reader with an update on recent developments in the field of neuromarketing to explain "how people think and how people think about brands." He invokes an especially appropriate extended metaphor when noting in the Introduction that, like a jigsaw puzzle, "the brain consists of many pieces, each unique in appearance and function. All these work independently, and in harmony, to produce the big picture. The big picture is termed `behaviour.' If only one piece of the brain is faulty then the big picture is also faulty.

"To complete a jigsaw puzzle you need to know the picture on the cover of the box, and you need to study the individual pieces when trying to assemble the puzzle. If you do not know what the final picture looks like and merely proceed by trying to assemble the pieces you will waste your time. Similarly, just looking at the picture on the cover tells you very little about the way the puzzle is assembled. Something similar is true of the brain." This brief excerpt suggests what this book is about and by what process de Plessis' intends to explain what neuroscience really tells us about the puzzle of the consumer brain and the brand.

This is by no means an "easy read"; on the contrary. However, it will generously reward those who read it with great care. In fact, I strongly recommend this sequence:

1. Read and the Foreword, the Table of Contents, the Introduction (Chapter 1), and then the "Summary of implications for neuromarketing" on Page 244.

2. Re-read them at least once more and highlight key passages.
3. Then read Chapters 2-4 and highlight key passages.
4.
Read more ›
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5.0 out of 5 stars The Branded Mind 31 Dec. 2011
Format:Hardcover
Advertising is only half as effective as it can be, so the saying goes. However, what nobody knows is which half of the budget is wasted. If only there were a way that advertising could be targeted by way of neuroscience, then the money spent of marketing could go a lot further.
"The Branded Mind" by Erik du Plessis is a book about just this, and how businesses can exploit the potential of the brain to maximise profits. This is no lightweight discussion on the brain and how it works. This is a book that tries to get into the nuts and bolts of its inner workings so that theories and experiments can be postulated to assist in understanding how the brain works.
Starting with sections on feelings, awareness and personality, the book moves on into more business-related practical aspects such as how long an advert needs to be to capture the most attention, or whether harnessing the sub-conscious will help marketers in selling their products.

There is so much in this book about the inner workings of the brain, that the layman may stay away, afraid of having to cope with so much detail. But this is a fascinating ride into one of the last uncharted areas of the body - one that is so important, yet so misunderstood and unknown.

There is still so much to say about the workings of the brain. It will be sometime before scientists will be able to convince and control the brain via external means, even if just via advertising. This book will be an incredibly useful and beneficial addition to the knowledge of the brain and how traders can exploit its functions.

I would be interested to see a follow up book that updated all of the progress that has been made in neuroscience since publication. I suspect that full understanding of the brain is many years off, but this book is a suitably technical source for the interested layman. Buy it now, because it may give you the advantage that you're looking for.
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1 of 1 people found the following review helpful
By Rolf Dobelli TOP 1000 REVIEWER
Format:Kindle Edition
In 2005, marketing expert Erik du Plessis published The Advertised Mind, an approachable synthesis of neuroscience and marketing that explained how advertising shapes the brain's responses and perceptions. In this book, a follow-up that you can understand on its own, du Plessis brings an even more focused treatment to the topic of neuromarketing, including commentary on the debate his earlier work provoked. He breaks his fairly dense material into brief chapters, so you can pick and choose according to your interests, ranging from cognitive science to branding, with many intriguing stops in between. getAbstract recommends du Plessis's research, insights and engaging questions to marketing professionals and to readers interested in decision making, advertising, neuroscience and neuromarketing.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.1 out of 5 stars  10 reviews
6 of 7 people found the following review helpful
5.0 out of 5 stars A travel guide and operations manual for exploration and management of the "Damasian paradigm shift" 17 Jun. 2011
By Robert Morris - Published on Amazon.com
Format:Hardcover
With assistance contributed by Nigel Hollis and Graham Page, Erik du Plessis provides his reader with an update on recent developments in the field of neuromarketing to explain "how people think and how people think about brands." He invokes an especially appropriate extended metaphor when noting in the Introduction that, like a jigsaw puzzle, "the brain consists of many pieces, each unique in appearance and function. All these work independently, and in harmony, to produce the big picture. The big picture is termed `behaviour.' If only one piece of the brain is faulty then the big picture is also faulty.

"To complete a jigsaw puzzle you need to know the picture on the cover of the box, and you need to study the individual pieces when trying to assemble the puzzle. If you do not know what the final picture looks like and merely proceed by trying to assemble the pieces you will waste your time. Similarly, just looking at the picture on the cover tells you very little about the way the puzzle is assembled. Something similar is true of the brain." This brief excerpt suggests what this book is about and by what process de Plessis' intends to explain what neuroscience really tells us about the puzzle of the consumer brain and the brand.

This is by no means an "easy read"; on the contrary. However, it will generously reward those who read it with great care. In fact, I strongly recommend this sequence:

1. Read the Foreword, the Table of Contents, the Introduction (Chapter 1), and then the "Summary of implications for neuromarketing" on Page 244.

2. Re-read them at least once more and highlight key passages.
3. Then read Chapters 2-4 and highlight key passages.
4. Re-read highlighted key passages thus far, then Chapters 5-18 and again highlight key passages.
5. Then do the same for Chapters 19-23, Chapters 24-28, and Chapters 29-30

To repeat: du Plessis will generously reward those who read (and even more generously reward those who re-read) this book with great care. With both rigor and eloquence, he explains why emotions are not in conflict with rational behavior; indeed, they cause rational behavior. For those who are eager to understand the consumer brain and the decision-making process it tends to follow, this insight is of incalculable value. Better yet, du Plessis creates for it a neurological context, a frame-of-reference, within which to understand both its nature and implications.

Of special interest to me is what du Plessis has to say about Antonio Damasio's somatic marker theorem. What does it achieve? "It forces attention on the negative outcome to which a given action may lead, and functions as an automated alarm signal which says: Beware of danger ahead if you choose the option which leads to this outcome...Somatic markers probably increase the accuracy and efficiency of the decision process. Their absence reduces them."

Here in Dallas near the downtown area, there is a farmer's market at which merchants offer slices of fresh fruit as samples. In the same spirit, I provide excerpts in my reviews. No brief commentary of mine, however, can possibly do full justice to the scope and depth of valuable substance that du Plessis provides in The Branded Mind. It is a brilliant achievement. For those who read it and then re-read it with appropriate care, its value will be incalculable.
5.0 out of 5 stars A good book about neuromarketing! 9 Feb. 2015
By . - Published on Amazon.com
Format:Hardcover
It's a good book about neuromarketing. The book investigates the transition process of consumers' mind in making a purchasing process. These findings provides a good foundation for developing appropriate marketing strategies. Interesting topics include: the state of body system: homeostasis, the state of mind system or moods and arousal,the elusive subconcicious, etc. Another excellent marketing book based on congitive science is Cognitive Search Marketing & Paid Search: Theory, Experiment, Practice and Tactics: A PPC Paradigm Powered by Persuasion and Cognition. It's a book that is able to help you excel in the space of online marketing. This book provides new perspectives on applying communication theory on today's online marketing campaign and paid search. The book offers online business solutions, from demand generation all the way down to conversion. Based on various communications theories, it demonstrates abundant persuasive ad copy writing tips along with examples that you can refer to immediately. It also shows its readers how to write effective PPC ads by applying cognitive science and which has never been addressed on the books I have ever read. It covers a deep ground in landing page optimization based on UX and bidding management with strategic planning and highly valuable tactics. This book also demonstrates a complete walk-through in a PPC campaign with case study, from keyword generation, persuasive ad copy writing, bidding management, down to conversion tracking. One of the best part of this book is its demonstration on MRI placement targeting and it just blew my mind. The book also interfaces PPC campaign with experiment design to leverage the overall efficiency on a company's marketing plan in a macro-level and which has never been addressed in any books I ran into before. The book also illustrates critical campaign metrics to watch for, how to interpret these metrics and respective actions to take to improve your campaign. Landing page optimization tactics to increase the CTR and conversion rate are emphasized while conversion attribution model and its application is well-addressed. In addition, it shows you many effective bidding techniques to optimize your profit while lowering your CPA. Furthermore, this book extends the value of PPC techniques by applying the PPC tactics into a job search process with examples that readers can use immediately after they read the book.

Both books are awsome to have. Check them out today!
4 of 6 people found the following review helpful
5.0 out of 5 stars A deep dive into the neuroscience of brands and branding 19 Nov. 2011
By Roger Dooley - Published on Amazon.com
Format:Hardcover
Erik du Plessis has created a serious piece of branding literature in The Branded Mind. It's not a breezy read, and doesn't offer tips like "5 ways to make your brand memorable." What The Branded Mind offers instead is a well-researched and thoughtful analysis that begins with relevant brain science and ends with practical advice on topics such as calculating an advertising budget. The book is chock-full of charts and graphs to support the author's points, and offers plenty of research citations to back up the data and to provide the interested reader with a way to dig even deeper into interesting topics.

Du Plessis goes out of his way to avoid, and in some cases refute, simplistic notions of buy buttons, emotional factors replacing rational decisions, and even the unconscious/conscious divide touted by so many neuromarketing vendors.

The Branded Mind isn't a book to zip through, grab a few takeaways, and dispose of. Rather, some sections will merit serious study, and you'll want to keep it at hand as a reference when evaluating advice proffered by branding gurus and other "experts."
2 of 3 people found the following review helpful
3.0 out of 5 stars So-so 13 Jan. 2014
By Amazon Customer - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
Not a great book on the topic and certainly not a great read. I think there are better books out there.
0 of 1 people found the following review helpful
4.0 out of 5 stars Informed overview of neuromarketing and its business potential 13 Sept. 2012
By Rolf Dobelli - Published on Amazon.com
Format:Hardcover
In 2005, marketing expert Erik du Plessis published The Advertised Mind, an approachable synthesis of neuroscience and marketing that explained how advertising shapes the brain's responses and perceptions. In this book, a follow-up that you can understand on its own, du Plessis brings an even more focused treatment to the topic of neuromarketing, including commentary on the debate his earlier work provoked. He breaks his fairly dense material into brief chapters, so you can pick and choose according to your interests, ranging from cognitive science to branding, with many intriguing stops in between. getAbstract recommends du Plessis's research, insights and engaging questions to marketing professionals and to readers interested in decision making, advertising, neuroscience and neuromarketing.
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