The Branded Mind investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies. Including research by Millward Brown, it investigates topics such as, personality, measuring the brain, consumer behaviour, decision making and market segmentation.
Erik du Plessis is Chairman of Millward Brown (South Africa), one of the world's top market research companies with 78 offices in 51 countries. He is also a Visiting Professor at the Copenhagen Business School, and the author of The Advertised Mind, published by Kogan Page.
"Du Plessis...provides an illuminating glimpse into the "black box"
of consumer behavior...the author presents research findings to
suggest that neuroscience has enough practical substance to warrant
exploration of how it might help marketers design strategies that
result in more individually tuned consumer value and
satisfaction... Summing Up: Recommended." "-"Choice Magazine
""The Branded Mind."..provides a fine survey of how neuroscience
research affects market research techniques, and how it can learn
from established business routines... explores recent studies and
findings in both neuroscience and business, making this a pick for
both types of college-level collections." "-"Midwest Book
Review
..".["The Branded Mind"] will generously reward those who read it
with great care... With both rigor and eloquence, [Erik Du Plessis]
explains why emotions are not in conflict with rational behavior;
indeed, they cause rational behavior. For those who are eager to
understand t
"Du Plessis...provides an illuminating glimpse into the "black box"
of consumer behavior...the author presents research findings to
suggest that neuroscience has enough practical substance to warrant
exploration of how it might help marketers design strategies that
result in more individually tuned consumer value and
satisfaction... Summing Up: Recommended." "--"Choice Magazine
""The Branded Mind"...provides a fine survey of how neuroscience
research affects market research techniques, and how it can learn
from established business routines... explores recent studies and
findings in both neuroscience and business, making this a pick for
both types of college-level collections." "-"Midwest Book
Review
."..["The Branded Mind"] will generously reward those who read it
with great care... With both rigor and eloquence, [Erik Du Plessis]
explains why emotions are not in conflict with rational behavior;
indeed, they cause rational behavior. For those who are eager to
understand the consumer brain and the decision-making process it
tends to follow, this insight is of incalculable value... It is a
brilliant achievement." -Robert Morris
Recommended by CEO Refresher!
.".. provides an in depth and contemporary analysis of how people
think, and how that relates to branding...those in search of a rich
and comprehensive understand of neuromarketing should look no
further." -- brandchannel.com
See an excerpt on the American Educational Foundation website!
."..[A] fascinating ride into one of the last uncharted areas of
the body... This book will be an incredibly useful and beneficial
addition to the knowledge of the brain and how traders can exploit
its functions." - -- Will Roney, Startup Business Book Reviews
"From Amazon reviewers: "
"Du Plessis uses real-life stories from his years of marketing
research to help readers better understand practical marketing
strategies." --Katie
"[T]he result of very considerable thought, but thought that has
been influenced by the author's digestion of a massive battery of
empirical work, in addition to many examples from his long
experience as an innovative market researcher." --John Philip
Jones, Emeritus Professor at Syracuse University
"Du Plessis...provides an illuminating glimpse into the "black box"
of consumer behavior...the author presents research findings to
suggest that neuroscience has enough practical substance to warrant
exploration of how it might help marketers design strategies that
result in more individually tuned consumer value and
satisfaction... Summing Up: Recommended." "--"CHOICE
""The Branded Mind."..provides a fine survey of how neuroscience
research affects market research techniques, and how it can learn
from established business routines... explores recent studies and
findings in both neuroscience and business, making this a pick for
both types of college-level collections." "--"Midwest Book
Review
..".["The Branded Mind"] will generously reward those who read it
with great care... With both rigor and eloquence, [Erik Du Plessis]
explains why emotions are not in conflict with rational behavior;
indeed, they cause rational behavior. For those who are eager to
understand the consumer brain and the decision-making process it
tends to follow, this insight is of incalculable value... It is a
brilliant achievement." --Robert Morris
..". provides an in depth and contemporary analysis of how people
think, and how that relates to branding...those in search of a rich
and comprehensive understanding of neuromarketing should look no
further. " --brandchannel.com
..".[A] fascinating ride into one of the last uncharted areas of
the body... This book will be an incredibly useful and beneficial
addition to the knowledge of the brain and how traders can exploit
its functions." - --Will Roney, Startup Business Book Reviews
"du Plessis brings ani
"[T]he result of very considerable thought, but thought that has
been influenced by the author's digestion of a massive battery of
empirical work, in addition to many examples from his long
experience as an innovative market researcher." --John Philip
Jones, Emeritus Professor at Syracuse University
"Du Plessis...provides an illuminating glimpse into the "black
box" of consumer behavior...the author presents research findings
to suggest that neuroscience has enough practical substance to
warrant exploration of how it might help marketers design
strategies that result in more individually tuned consumer value
and satisfaction... Summing Up: Recommended."
--CHOICE
"The Branded Mind...provides a fine survey of how
neuroscience research affects market research techniques, and how
it can learn from established business routines... explores recent
studies and findings in both neuroscience and business, making this
a pick for both types of college-level collections." --Midwest
Book Review ..".[The Branded Mind] will generously reward those
who read it with great care... With both rigor and eloquence, [Erik
Du Plessis] explains why emotions are not in conflict with rational
behavior; indeed, they cause rational behavior. For those who are
eager to understand the consumer brain and the decision-making
process it tends to follow, this insight is of incalculable
value... It is a brilliant achievement." --Robert Morris
..". provides an in depth and contemporary analysis of how people
think, and how that relates to branding...those in search of a rich
and comprehensive understanding of neuromarketing should look no
further. " --brandchannel.com ..".[A] fascinating ride into one
of the last uncharted areas of the body... This book will be an
incredibly useful and beneficial addition to the knowledge of the
brain and how traders can exploit its functions." - --Will
Roney, Startup Business Book Reviews "du Plessis brings an even
more focused treatment to the topic of neuromarketing... He breaks
his fairly dense material into brief chapters, so you can pick and
choose according to your interests, ranging from cognitive science
to branding, with many intriguing stops in between.
getAbstract recommends du Plessis's research, insights and
engaging questions to marketing professionals and to readers
interested in decision making, advertising, neuroscience and
neuromarketing." --getAbstract
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