Unconscious Branding

Are we really in control of the brands and products that we choose to buy?

Marketers and consumers alike will learn how the mind works to transform tight purse strings into open wallets, uncovering the hidden forces that drive almost all of our purchases.

Van Praet’s stance is controversial— that consumers make the vast majority of their decisions quite unconsciously, and, ironically, the vast majority of marketing practices ignore this cognitive truth.

Readers will learn how to:

  • Interrupt the brain’s pattern of perceptual awareness and behavior
  • Create customer comfort with a brand
  • Lead the imagination to a desired conclusion
  • Shift consumer feeling in favor of a brand
  • and more…