£22.49
  • RRP: £24.99
  • You Save: £2.50 (10%)
FREE Delivery in the UK.
Only 3 left in stock (more on the way).
Dispatched from and sold by Amazon. Gift-wrap available.
The Branded Mind: What Ne... has been added to your Basket
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 3 images

The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand Hardcover – 3 Feb 2011

4.7 out of 5 stars 3 customer reviews

See all 6 formats and editions Hide other formats and editions
Amazon Price
New from Used from
Kindle Edition
"Please retry"
Hardcover
"Please retry"
£22.49
£11.79 £17.05
Note: This item is eligible for click and collect. Details
Pick up your parcel at a time and place that suits you.
  • Choose from over 13,000 locations across the UK
  • Prime members get unlimited deliveries at no additional cost
How to order to an Amazon Pickup Location?
  1. Find your preferred location and add it to your address book
  2. Dispatch to this address when you check out
Learn more
£22.49 FREE Delivery in the UK. Only 3 left in stock (more on the way). Dispatched from and sold by Amazon. Gift-wrap available.
click to open popover

Frequently Bought Together

  • The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand
  • +
  • Social Engineering: The Art of Human Hacking
Total price: £42.48
Buy the selected items together

Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.

  • Apple
  • Android
  • Windows Phone

To get the free app, enter your mobile phone number.



Product details

  • Hardcover: 272 pages
  • Publisher: Kogan Page; 1 edition (3 Feb. 2011)
  • Language: English
  • ISBN-10: 074946125X
  • ISBN-13: 978-0749461256
  • Product Dimensions: 15.6 x 2.3 x 24.2 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 321,793 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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 Magazine
""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 t


"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 Magazine

""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

Recommended by CEO Refresher!

.".. 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 understand of neuromarketing should look no further." -- brandchannel.com

See an excerpt on the American Educational Foundation website!

."..[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

"From Amazon reviewers: "

"Du Plessis uses real-life stories from his years of marketing research to help readers better understand practical marketing strategies." --Katie


"[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

Based on research by Millward Brown - one of the Worlds top market reseach companies

Investigates the advances in brain science and how it affects marketing theories

Explores consumer decision making and the implications for brands

New title from the author of The Advertised Mind

See all Product Description

What Other Items Do Customers Buy After Viewing This Item?

Customer Reviews

4.7 out of 5 stars
5 star
2
4 star
1
3 star
0
2 star
0
1 star
0
See all 3 customer reviews
Share your thoughts with other customers

Top Customer Reviews

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 ›
3 Comments 3 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
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.
Comment One person found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
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.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 3.7 out of 5 stars 10 reviews
0 of 1 people found the following review helpful
5.0 out of 5 stars Number of marketing books talking about neoroscience coming up every ... 4 Sept. 2014
By Koong - Published on Amazon.com
Format: Hardcover Verified Purchase
Number of marketing books talking about neoroscience coming up every days, the Branded Mind is different. By focusing on emperical research finding and linking them toward an application to market field without over echo such an essence of science. Marketers can gain benefits from the book and shape up Brand strategy more effectively.
0 of 1 people found the following review helpful
5.0 out of 5 stars Understanding how your mind is affected by branding 24 April 2013
By Marcus McEwen - Published on Amazon.com
Format: Hardcover Verified Purchase
I really enjoyed this book. it was very informative and gave me a real idea of how the physiology of the brain influences the mind. It has the right amount of science to help a layperson understand the material. If you want to understand how your mind works this is a very good book.
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.
1 of 4 people found the following review helpful
1.0 out of 5 stars Parasiting on industry infantility 26 Jan. 2014
By kuansh - Published on Amazon.com
Format: Hardcover Verified Purchase
This book is perfect example of how badly some people want to become writers without any skills to do it. Author compiled his obscure understanding of neuroscientists findings and using only his own preferences and Wikipedia tried to make own verdict what's wrong and right in the field. And yes apparently no original research were studied, only references from read-while-you-fly books.
Wikipedia is used as authority and cited heavily. Literally pages of copy-paste with author's two line comments in between.
Neuroscience is emerging field and many findings reached by very unobvious inferences. To understand their implications author needs to understand scientific method and to be very careful, humble and detached. Unfortunately none of it was demonstrated.
0 of 2 people found the following review helpful
3.0 out of 5 stars Technically Good but Hard to Read 19 Sept. 2013
By Jan Ostendorf - Published on Amazon.com
Format: Hardcover Verified Purchase
It has a lot of technical and detailed information, but it's a little dry and not an easy read. More like a text book than a enjoyable, inspiring book.
Were these reviews helpful? Let us know


Feedback