Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands by Daryl Weber
Daryl Weber is a branding expert whose work has influenced many of the best brands in the world, including Coca-Cola, Nike, Johnnie Walker, Gatorade, Old Spice, and many more.
He was Global Director of Creative Strategy at The Coca-Cola Company, where he oversaw brand and communication strategy for many of the company’s billion-dollar brands.
Before that, he was Director of Strategy at Redscout – a New York consultancy where he advised Fortune 100 companies on brand positioning and innovation.
The Host’s Perspective:
I know I shouldn’t feel this way, but when I see a book with the word “Brand” in the title I get suspicious. My eyes start to roll. My BS meter gets activated. That’s because, as a marketer, I have an allergy to fluff, an aversion to any kind of BS. And in the marketing world there is more BS related to brands and branding that any other topic.
Well, I’m excited to tell you that I have discovered a 100% BS-free book about brands. So why is the book 100% BS free?
Well, for starters, the first half of the book is a fascinating explanation of brain science and how the brain actually works (and doesn’t work). And in the course of learning more about how our brains actually work, I began to understand how our conscious experiences are often misleading, and how we are not as rational or even as as conscious as we think.
And why is that important from a business and marketing standpoint? Well, for starters it helped me understand that not only that a lot of the discussions about brands and branding are in fact full of BS, but that a lot of the approaches to building a powerful brand are actually counterproductive and economically wasteful.
If you have an interest in brands and branding and particularly if your job description has the word brand in it, this book will rewire your marketing brain and I guarantee that you will rethink what you know about brands and how to properly build one given what you’ll learn about how the brain actually works.
Listen to the Interview:
Descartes’ Error: Emotion, Reason, and the Human Brain by Anthony Damasio
All Marketers are Liars by Seth Godin
How Emotions Are Made by Lisa Feldman Barrett
Daryl Weber’s Twitter (Twitter.com/BrandedCortex)
Daryl Weber’s Website (Daryl-Weber.com)