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Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands Paperback – April 25, 2016

by Daryl Weber (Author)
4.5 4.5 out of 5 stars 78 ratings
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“Powerful, profound, and beautifully written, Brand Seduction raises the bar for every marketer to do work that truly matters.”
—Seth Godin, author of All Marketers Are Liars  

“Clever, creative, and jam-packed with useful insights, Brand Seduction shows how our brain secretly shapes our choices in ways we may never have realized.”
—Jonah Berger, Wharton Professor and bestselling author of Contagious and Invisible Influence

For many marketing professionals, “science” is a four-letter word. They see brand-building as an unteachable art guided by their intuition and experience. But at its core, marketing aims to seed ideas into people's minds, make them feel a certain way, and, ultimately, get them to act.

In Brand Seduction, Daryl reveals the latest psychological and neuroscientific discoveries about how our minds process brand information and make decisions, and the important roles our emotions and unconscious play in our selections.

Welcome to the new world of neuromarketing.

Through simple language, engaging stories, and real-world examples, Brand Seduction shows you how to decode, build, and use these hidden brand fantasies to grow your brand and business. You'll learn:
  • The surprising unconscious side of brands.
  • The biggest myths about consumer psychology.
  • The real role of emotions in building brands.
  • Practical tools to use neuroscience to inspire better marketing.

Everyone seems to have a different idea of what brands are, how they work, and how they are built. Brand Seduction digs deeper into the nature of brands, how they exist and behave in the mind, and how marketers and business leaders can use this understanding to “seduce” customers and grow their businesses.
Previous page
  1. Print length
    288 pages
  2. Language
    English
  3. Publisher
    Weiser
  4. Publication date
    April 25, 2016
  5. Dimensions
    5.3 x 0.6 x 8.2 inches
  6. ISBN-10
    1632650134
  7. ISBN-13
    978-1632650139
  8. See all details
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Editorial Reviews

Review

"Daryl Weber's Brand Seduction is jam-packed with fascinating research and actionable insights. Weber shares the science of decision-making simply and clearly, which makes his book perfect for marketing practitioners, academics, and consumers alike. If you're fascinated by what makes consumers tick, this book's for you."
—Adam Alter, associate professor of marketing at NYU Stern School of Business; author of New York Times best-seller Drunk Tank Pink
"Powerful, profound and beautifully written, Brand Seduction raises the bar for every marketer to do work that truly matters. Marketing is far too powerful to be wasted on manipulation."
—Seth Godin, author of All Marketers Are Liars
"With solid research and real-world examples, Daryl Weber makes the science of marketing inspiring and actionable. Brand Seduction is a valuable tool for anyone seeking to leverage the power of their brands."
—Nir Eyal, author of Hooked
"A fascinating read. Weber dives deep into the way our brains are wired and how we subconsciously relate to brands. The theory is incredibly inspiring. The application is brilliantly practical. A must read for anyone who has the privilege of working with brands."
—Jonathan Mildenhall, CMO, Airbnb

About the Author

Daryl Weber is a branding consultant whose work has influenced many of the best and biggest brands in the world, including Coca-Cola, Nike, Johnnie Walker, Gatorade, Pampers, and many more. He was formerly Global Director of Creative Strategy at The Coca-Cola Company, where he oversaw brand and communication strategy for many of the company's billion-dollar brands. Prior to that, he was a Director of Strategy at the boutique brand and innovation consultancy Redscout, where he advised Fortune 500 companies on new product innovation and brand positioning. Weber has a BA in psychology from Columbia University. He resides in Atlanta with his wife, Jennifer, and son, Avi. You can follow him on Twitter @BrandedCortex.

Product details

  • Publisher ‏ : ‎ Weiser; First Edition (April 25, 2016)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 288 pages
  • ISBN-10 ‏ : ‎ 1632650134
  • ISBN-13 ‏ : ‎ 978-1632650139
  • Item Weight ‏ : ‎ 13.3 ounces
  • Dimensions ‏ : ‎ 5.3 x 0.6 x 8.2 inches
  • Customer Reviews:
    4.5 4.5 out of 5 stars 78 ratings

About the author

Follow authors to get new release updates, plus improved recommendations.
Daryl Weber

Daryl Weber

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Daryl Weber is author of Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands which explores the unconscious side of brands in a way that's inspiring for creative marketers.

Daryl is a branding consultant and speaker whose work has influenced many of the best brands in the world, including Coca-Cola, Nike, Johnnie Walker, Gatorade, Pampers, and many more. He was formerly Global Director of Creative Strategy at The Coca-Cola Company, where he oversaw brand strategy for many of the company's global billion-dollar brands. Prior to that, he was a Director of Strategy at Redscout - a boutique brand and innovation consultancy.

Daryl has a BA in psychology from Columbia University and resides in Atlanta with his wife, Jennifer, and son, Avi. You can follow him on Twitter @BrandedCortex.

See more at www.daryl-weber.com

Customer reviews

4.5 out of 5 stars
4.5 out of 5
78 global ratings

Top reviews from the United States

Jamie gordon
5.0 out of 5 stars I literally laughed out loud numerous times and walked away feeling like i had really internalized a good amount of new ...
Reviewed in the United States on August 3, 2017
Verified Purchase
Marketing science books tend to more often than not be less than engaging and self-congratulatory - relying on case studies and interview excerpts to fill out content.... and I often find myself saying "i could have read the first and last pages of each chapter and learn everything i need to know from this book".

In Brand Seduction, Daryl Weber defies the norm with a remarkably down to earth and entertaining conversation about the basics of neuroscience in marketing - incorporating knowledge from a wide range of thought leaders and extraordinarily relatable narrative. I literally laughed out loud numerous times and walked away feeling like i had really internalized a good amount of new knowledge. It's a great read and I highly recommend it.

As a matter of fact, I got so much out of it that I invited Dan to come speak at the Ad Agency where I am a Strategy Director - and we ordered several copies to pass around.
4 people found this helpful
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RK
5.0 out of 5 stars Fascinating and practical - great read.
Reviewed in the United States on April 30, 2016
Verified Purchase
Great read! This is one of those books that every marketer or even someone simply interested in the field of psychology should read and keep close at hand. As I read it I couldn’t help but wonder why the marketing community took so long to leverage the fundamentals of neuroscience and human psychology.
The book is easy to read, clear yet full of depth and detail, illuminated by great stories and examples. I found it to be both fascinating and practical.
Ultimately, many of us in the advertising community have been trying to gain an understanding of how people feel about our brands by looking in the wrong places. Daryl Weber’s book makes the strong case that, as in psychology, it is what is felt and often unsaid that offers the most insight.
One person found this helpful
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orlibeth
4.0 out of 5 stars Stands out from other marketing books
Reviewed in the United States on April 27, 2016
Verified Purchase
As a marketer, I've read dozens of these books -- both classic and newer ones. Brand Seduction stands out for its genuinely interesting and insightful perspective, built on real scientific data that's applied expertly to the advertising craft. There's a lot for any marketer (and, really, anyone who has an interest in the human condition) to take away from this book.
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haylee powers
5.0 out of 5 stars Thought evoking and smart!
Reviewed in the United States on December 26, 2018
Verified Purchase
I love this book by Daryl Weber! Creating compelling, powerful brands that sell is both artistic and scientific. Daryl highlights this throughout the book with neuroscience and compelling case studies. I definitely recommend this book for anyone looking to dig deeper into why humans choose the brands they do. Branding is science and the more you understand that the better off you will be whether you are a business owner or a brand strategist/ designer like myself.
3 people found this helpful
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Amazon Customer
5.0 out of 5 stars A great read that's very insightful
Reviewed in the United States on March 23, 2016
Verified Purchase
Brand Seduction provides an excellent overview of both cognitive science and brand marketing, and it does so in a readable, humorous, and easy to understand way – no easy task! You don’t need a background in neuroscience or marketing (I don’t have either) to get a lot of insights out of this book. It does a great job of marrying theoretical concepts with well-chosen and insightful case studies. It really has changed the way I think about decision-making. This is one of the best books I’ve read in a long time, business or otherwise, and I highly recommend it.
6 people found this helpful
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B
5.0 out of 5 stars The ideas behind the brand fantasy got me fired up to build. Very insightful.
Reviewed in the United States on April 13, 2016
Verified Purchase
I totally got into this book and the idea of the brand fantasy. Very insightful.

It's a new approach to thinking about brands and what they mean to their fans and how they can best communicate that. I'm not strictly a marketer and it got me fired up about building my own brands. Thought provoking in the best ways. I think it's best used if you have a brand you are heavily involved with. Keep a notepad next to you while you read, because you will generate new ideas as you read.
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New York Buyer
4.0 out of 5 stars Smart and Inspiring
Reviewed in the United States on April 11, 2016
This book does a great job of challenging traditional assumptions about what draws people to brands and clearly lays out why some brands & ads break through while others flounder. It also pushes everyone involved in marketing to become more creative in the way they approach their brands. Increased creativity may not be the end result you'd expect from a book grounded in neuroscience, but (happily) that's what you'll get. The science-y chapters were an easy read and more engrossing than I expected. I found myself nodding a lot as I read through them. The money chapter is Chapter 7, where a new model for developing a seductive brand is introduced. Nice mix of case studies throughout, not the same over-used examples. This is a book I'll recommend to others.
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David Coblitz
5.0 out of 5 stars Excellent book on a topic relevant to small & large ...
Reviewed in the United States on June 10, 2018
Verified Purchase
Excellent book on a topic relevant to small & large businesses alike. Clear, easy to read text font. Very clearly written making a quite complicated topic easy to understand & follow. Very useful branding advice contained within a clear context of how the brain works. I highly recommend this book to any business person.
2 people found this helpful
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Top reviews from other countries

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Marco Ferreira
5.0 out of 5 stars Excellent
Reviewed in Brazil on June 17, 2020
Verified Purchase
An excellent book!!
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Kendra
5.0 out of 5 stars A classic!
Reviewed in the United Kingdom on March 22, 2020
Verified Purchase
Highly recommend this book - a great read and fascinating for anyone in marketing/advertising.
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Placeholder
5.0 out of 5 stars A brain twisting look at how we make decisions!
Reviewed in India on April 13, 2018
Verified Purchase
This book was recommended by friend of mine who like me is passionate about branding. To say this book was I opening would be an understatement because it gives you an in depth Insight on how our brain functions and what are the varied processes that help us to come to any decision. There is so much vital information on every page that it is a slow read just so that you can retain the information you just read so asto better understand it. Very helpful from a brand design perspective and understanding target audience and how best to create long lasting, innovative, influential branding strategies. Highly recommended.!
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MaDa
4.0 out of 5 stars Interessante, ben scritto, organizzato
Reviewed in Italy on July 15, 2017
Verified Purchase
Come molti testi manageriali americani si concentra su un unico concetto, peraltro piuttosto noto ormai a chi si studia e si occupa del tema, ma lo esplora bene, in maniera organizzata e organica.
Questo "book core concept" riguarda le dimensioni attraverso le quali si sviluppa e si forma la percezione dei consumatori dell'identità delle diverse marche, con particolare focus sul ruolo forte dell" inconscio percettivo.
L'intelaiatura a sostegno del suo punto di vista poggia sulle più recenti acquisizioni del neuromarketing.
L'impostazione è manageriale e concreta.

Si legge bene e lascia soddisfatti.
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Colin Finkle
5.0 out of 5 stars Challenging traditional marketing thinking, offering alternatives.
Reviewed in Canada on August 24, 2016
Verified Purchase
Brand Seduction is a book backed with hard science when most of the marketing books are based on conjecture and limited data. Daryl Weber challenges traditional marketing practices by taking a look at how our brains are actually processing marketing, and not how we think they are. He offers alternative techniques and testing tools to get us closer to the truth. I wrote a longer review on Brand Marketing Blog: [...]
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