A renowned branding consultant and behavioral psychologist shows readers how to appeal to the hidden brain where instinct prevails, creating a network of connections that convince people to buy into your product, idea, or vision. People don't decide with their conscious brain, but by instinct. And according to marketing expert Leslie Zane, if you want to promote a product, an idea, or yourself, you have to connect with your audience on an instinctive level. To do this, you need to understand the neuroscience of consumer choice and employ techniques that work with a person's brain, not against it. The more positive impressions we have with a particular brand, the more neural connections are formed. These impressions accumulate, sprouting into an entire ecosystem of branch-like associations. Then, when we encounter a product or idea, we make split-second decisions based on those impressions. With this science as your guide, as well as case studies from the biggest brands like Apple, McDonald's, and Google, you'll learn: -How to leverage what's familiar, rather than what's unique, for maximum impact; -What kind of messages create the greatest number of positive associations; -Why emotional stories aren't enough to lead to long-term gains or brand loyalty. Whether you're an entrepreneur, Fortune 500 executive, marketing professional, or job hunter, mastering the power of instinct will help you supercharge growth and become the best, most immediate choice for your audience.
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