Unconscious Branding Book Summary - Unconscious Branding Book explained in key points
Listen to the Intro

Unconscious Branding summary

Douglas van Praet

How Neuroscience Can Empower (and Inspire) Marketing

4.4 (126 ratings)
20 mins

Brief summary

Unconscious Branding by Douglas van Praet is a marketing book that highlights the power of emotions in consumer decision-making. It explains how brands can use psychology to tap into consumers' unconscious desires and create more meaningful connections with them.

Table of Contents

    Unconscious Branding
    Summary of 9 key ideas

    Audio & text in the Blinkist app
    Key idea 1 of 9

    Remember that your prospect is a human, too. How can group mentality help you as a marketer?

    Have you ever been baffled by the array of choices on a supermarket shelf? How did you come to a decision? You might think you just grabbed the product with the most attractive label. But what you were actually doing was making a decision using heuristics.

    We use heuristics, simplified methodologies for finding a sufficient solution, when finding the perfect solution is either impossible or impractical.

    One of these methodologies is social proof. This means when you’re in doubt of what to do, you check what other people are doing and then do the same.  

    Buying the brand of a market leader is one way to use heuristics. Another example is the idea that “expensive equals good,” which reflects our readiness to believe that the more expensive a product is, the better the quality. This is based on the adage, “you get what you pay for.”

    But heuristics isn’t the only thing that influences how people make decisions. Thus a marketer shouldn’t only employ such methodologies when constructing a campaign.

    There are also certain evolutionary tics that a marketer can tap into to influence a potential customer. One is our innate need for the safety that a group provides.

    Think about the lives of our Stone Age ancestors. If an individual was banished from a group, it was essentially a death sentence. The threat of predators, not to mention the challenge of finding sufficient food, meant a single person wouldn’t survive long.

    In today’s modern world, we’re not terribly worried about a sabertooth tiger attack when walking home alone. Yet people still exhibit a group mentality, seeking like-minded individuals attracted by a certain brand.

    Imagine a group of Harley Davidson motorcycle owners, out for a Sunday ride en masse, all wearing the same leather outfits – a perfect example of group mentality.

    To create a good campaign, however, you need to see prospects not just as consumers but as humans. And don’t forget that humans have brains that control their thoughts and actions. So let’s learn more about how that brain actually works!

    Want to see all full key ideas from Unconscious Branding?

    Key ideas in Unconscious Branding

    More knowledge in less time
    Read or listen
    Read or listen
    Get the key ideas from nonfiction bestsellers in minutes, not hours.
    Find your next read
    Find your next read
    Get book lists curated by experts and personalized recommendations.
    Shortcasts New
    We’ve teamed up with podcast creators to bring you key insights from podcasts.

    What is Unconscious Branding about?

    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.

    Unconscious Branding Review

    Unconscious Branding (2012) by Douglas van Praet is a compelling exploration of how our unconscious mind influences our purchasing decisions. Here's why this book is worth reading:

    • It sheds light on the hidden forces that shape our preferences, offering valuable insights for marketers and consumers alike.
    • The book combines neuroscience, psychology, and marketing, providing a well-rounded understanding of branding in the modern world.
    • Through real-life examples and compelling research, the book keeps readers engaged, making the topic of branding intriguing and thought-provoking.

    Best quote from Unconscious Branding

    When in doubt, do what everybody else is doing.

    —Douglas van Praet
    example alt text

    Who should read Unconscious Branding?

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

    About the Author

    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.

    Categories with Unconscious Branding

    Book summaries like Unconscious Branding

    People ❤️ Blinkist 
    Sven O.

    It's highly addictive to get core insights on personally relevant topics without repetition or triviality. Added to that the apps ability to suggest kindred interests opens up a foundation of knowledge.

    Thi Viet Quynh N.

    Great app. Good selection of book summaries you can read or listen to while commuting. Instead of scrolling through your social media news feed, this is a much better way to spend your spare time in my opinion.

    Jonathan A.

    Life changing. The concept of being able to grasp a book's main point in such a short time truly opens multiple opportunities to grow every area of your life at a faster rate.

    Renee D.

    Great app. Addicting. Perfect for wait times, morning coffee, evening before bed. Extremely well written, thorough, easy to use.

    People also liked these summaries

    4.7 Stars
    Average ratings on iOS and Google Play
    31 Million
    Downloads on all platforms
    10+ years
    Experience igniting personal growth
    Powerful ideas from top nonfiction

    Try Blinkist to get the key ideas from 7,000+ bestselling nonfiction titles and podcasts. Listen or read in just 15 minutes.

    Start your free trial

    Unconscious Branding FAQs 

    What is the main message of Unconscious Branding?

    The main message of Unconscious Branding is understanding the power of the unconscious mind in shaping consumer behavior.

    How long does it take to read Unconscious Branding?

    The estimated reading time for Unconscious Branding is several hours. The Blinkist summary can be read in just 15 minutes.

    Is Unconscious Branding a good book? Is it worth reading?

    Unconscious Branding is a worthwhile read as it provides valuable insights into the hidden forces that influence consumer decision-making.

    Who is the author of Unconscious Branding?

    The author of Unconscious Branding is Douglas van Praet.

    What to read after Unconscious Branding?

    If you're wondering what to read next after Unconscious Branding, here are some recommendations we suggest:
    • What Great Brands Do by Denise Lee Yohn
    • The 22 Immutable Laws of Branding by Al Ries and Laura Ries
    • How Brands Grow by Byron Sharp
    • Neuromarketing by Patrick Renvoisé & Christophe Morin
    • Branding Between the Ears by Sandeep Dayal
    • Rethinking Prestige Branding by Wolfgang Schaefer and J.P. Kuehlwein
    • Disruptive Branding by Jacob Benbunan
    • The Life-Changing Magic of Tidying Up by Marie Kondo
    • The Brand Gap by Marty Neumeier
    • Email Marketing Demystified by Matthew Paulson