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Unconscious Branding


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Table of Contents

1. Introduction: The Elephant in the Room and the Building of a Bridge PART I: THE SCIENCE BELOW OUR DEEPER BEHAVIOR 2. The Myth of Marketing 3. Humans not Consumers 4. The Biology of Behavior PART II: THE SEVEN STEPS TO BEHAVIOR CHANGE 5. Step One: Interrupt the Pattern 6. Step Two: Create Comfort 7. Step Three: Lead the Imagination 8. Step Four: Shift the Feeling 9. Step Five: Satisfy the Critical Mind 10. Step Six: Change the Associations 11. Step Seven: Take Action Sources Acknowledgements Index

About the Author

Douglas Van Praet is executive vice president at Deutsch LA, one of the nation's hottest ad agencies, where his responsibilities include group planning director for the iconic, highly acclaimed and coveted Volkswagen account.


"A provocative approach that should give pause to consumers as well as marketers." - Kirkus Reviews "Doug has been an instrumental strategic guide for transforming and redefining the Volkswagen brand. The behavioral insights and the rationale for why people act as they do - uncovered in his book - have had a profound effect on how we communicate and behave, helping the brand achieve the highest market share in thirty years. I would recommend this book to anyone who wants to truly understand how to craft communications that will truly resonate." - Justin Osborne, General Manager, Marketing Communications, Volkswagen of America "Unconscious Branding brings the power of neuroscience to marketing in a way that is both intuitive and revelatory. It's an invaluable resource for any marketer." - Matt Jarvis, Partner and Chief Strategy Officer, 72andSunny "Drawing upon the insights of behavioral science, Van Praet provides a seven-step, behavior-modification procedure - Useful insights that should benefit marketers big and small." - Publishers Weekly "Doug Van Praet knows what's going on in your mind better than you do. This is the only book that finally provides a useful 'how to' when it comes to applying neuroscience to marketing. We're using it. It works." - Mike Sheldon, CEO Deutsch LA "There are many researchers in advertising who can study a campaign and tell you what happened. There are precious few who can tell you why. Doug Van Praet is one of them." - Eric Hirshberg, CEO, Activision Publishing

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