Using Brain Science to Design Epic Brands
Why some brands succeed so amazingly well, and others are a dismal failure has been a mystery that has fascinated managers. However, now, with advances in brain science, a field that includes psychology, behavioural economics, social anthropology and cognitive neuroscience, we know a lot more about how consumers think about brands and how their minds work. Mr. Dayal uses the power of these consilient techniques to peer into the soul of the brand.
When you pause to think about it, you can see that a brand is only as good as what peoples’ brains make of it. A brand is like a key to a door hidden deep inside our minds. Behind this door lie thoughts, feelings, memories, and fantasies; when unlocked by a brand, they pour out as sensations of the past experiences or harboured fantasies. It is these emotions that draw us inexorably to a brand. His research reveals the secrets that enable winning brands to open up these hidden domains in our minds through powerful psychological triggers. He calls the brands that know how to properly engage the brain to forge bonds with consumers, “cognitive brands.”
Mr. Dayal will take us on a rollicking ride through real-life examples and stories of brands as timeless as De Beers, MasterCard, Allstate and Guinness to modern day rockets like Madison-Reed, Allbirds and Warby Parker to illustrate his new brand building frameworks in a practical and easy-to-understand manner.
Sandeep Dayal is the author of the latest bestseller “Right Between the Ears – How to Use Brain Science to Build Epic Brands.” He is the Managing Director of the Chicago based strategy consulting firm, Cerenti Marketing Group. He has worked with the many of the world’s top companies to build some of the greatest and best-known brands. His clients have included global players like Conagra, Kraft, Abbott, Phillips, Unilever, Pfizer, AbbVie, Baxter, Scotiabank, Banco Santander, BMO, HSBC, Visa and MasterCard.
Mr. Dayal is regarded as one of the leading minds in marketing strategy and has co-authored articles in Marketing Management, McKinsey Quarterly, and Strategy & Business. He has been a visionary in predicting how marketing would change over the years, and his articles have been cited more than 200 times by other researchers and authors. Much of the thinking presented in the book has emerged from having an insider’s view of the strategies behind some of the world’s best-known brands. And it is not just thinking, but practical frameworks that have been applied to brands in course of his work at Cerenti. Under his leadership, the firm has been named to the Forbes’ list of America’s Top Consulting Firms for each of the prior six years for its work in marketing.
Mr. Dayal has a Bachelor’s in Engineering from the Birla Institute of Technology & Science in Pilani, India and an MBA from the Yale School of Management in New Haven, USA. He lives in Chicago with his wife.