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Unconscious Branding

How Neuroscience Can Empower (and Inspire) Marketing

By Douglas van Praet
16-minute read
Audio available
Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing by Douglas van Praet

Unconscious Branding (2012) reveals how marketers can tap into our subconscious, encouraging our participation in and support of company brands. In just seven steps, you’ll discover new strategies to guide your own company toward developing a brand with which customers can build a genuine relationship.

  • Marketers who want to create successful ad campaigns
  • Entrepreneurs striving to build a great brand
  • People interested in how marketers manipulate consumers’ minds

Douglas van Praet is the founder of Unconscious Branding, a brand strategy consultancy with a focus on behavioral science. He was executive vice president of Deutsch LA, where he was responsible for the Volkswagen account. He is lauded for creating Volkswagen’s “The Force” commercial, with its memorable “mini” Darth Vader, the most-shared ad in Super Bowl history.

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