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Right Between the Ears

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Sandeep Dayal is the managing director of the marketing powerhouse Cerenti Marketing Group, which... Read More

Product Description

Sandeep Dayal is the managing director of the marketing powerhouse Cerenti Marketing Group, which has been rated by Forbes as one of America's top management consulting firms for the past six years in a row. Previously, he has worked for McKinsey and Booz, two of the world's top strategy consulting firms. In his twenty-five-plus-year consulting career-nearly 100 engagements with more than thirty companies-he has had a unique vantage point from where he could work with and shape some of the world's most amazing brands.

Dayal is a marketing visionary, and many of his articles, including those on building trust online, creating digital brands and deciphering consumers' behavioural bounds, have proven to be remarkably prescient in predicting major marketing shifts. It is through this work right in the trenches, alongside some of the world's top marketing executives, that he has developed a practical and game-changing framework for building what he calls 'cognitive brands'.

Right Between the Ears reveals the secrets that allow brands to open up hidden domains in our minds through powerful psychological triggers. The power of cognitive brands is not accidental; it is architected by applying recent scientific advances in fields as disparate as psychology, behavioural economics, social anthropology and cognitive neuroscience. These consilient techniques now allow us to peer into the soul of a brand as never before.

Marketers have created truly phenomenal brands in the past. However, until now, our understanding of brain science was not quite enough to explain why some brand campaigns become so iconic while others fizzle. This book provides a new lens with which we can deconstruct those successes and failures. It takes the reader on a rollicking ride through examples and stories of brands as timeless as De Beers, Mastercard, Allstate and Guinness, as well as modern-day wonders like Madison Reed, Allbirds and Warby Parker.

The book is called Right between the Ears because that is where the brain is. Psychologists sometimes say that everything about sex happens not where you think but right between your ears. Everything about brands, too, happens there. This book reveals all you need to know to build your own epic brands.

For decades, marketing professionals have been like Formula One drivers racing around the course with blindfolds on. We've tried to change the way consumers think without knowing how they really think. By taking us deep into brain science, Sandeep Dayal's new book lets us drive with our eyes open. Right between the Ears contains the most important advice given to marketing professionals in decadesA treasure trove of new insights into how to build a brand. Wish I had this knowledge early in my career'Right between the Ears offers a fascinating insight into the world of branding. After reading this book your brain will never look at brands the same way again''Right between the Ears should be mandatory reading for brand managers, product managers, CMOs and consumer business leaders. Easy-to-follow case examples illustrate the importance of understanding human psychology and why people behave the way they do. In a world where brands and corporations need to have a sense of purpose to build lasting businesses and motivate their employees, the ethical considerations framework (canonical, categorical, sunshine) should be on every marketer's desktop''This book shook the very foundations of my decades in brand management; and meanwhile the answers were always there, "Right between the Ears". Through a combination of fascinating brain science and rich real-world examples, Dayal reinvents the art and science of brand building''Brand-building is the X factor that will distinguish tomorrow's unicorns and superstars from the rest. However, the knowledge and skills underlying the development of iconic brands remains something of a mystery. Sandeep Dayal's book is a tour de force for it deftly describes how brain science-psychology, neuroscience and behavioural economics-is revolutionizing the art and science of branding and brand-building. Entrepreneurs and corporate managers would start with a distinct advantage if the ideas espoused here are reflected in their playbooks'Right between the Ears makes you think, feel and see differently and provides actionable ways on how to truly unleash the power of brands in ways that marry art and science to gain a sustainable edge. This is a must-read for every marketer in the worldRight between the Ears is a timely road map for helping successful marketers take their work to the next level. We have always known that all brand purchases happen in the brain, sometimes in an instant and sometimes over years. Sandeep's book is a great guide on how marketers today can simplify the complex working of the brain into actionable insights and executable strategies. I would recommend the book to every marketer and consumer specialist. It will make them better professionals for sureIn yesteryears, marketers played the game by the motivation and need-state framework. But in an age of hyper-competition, marketers need to find deeper anchors which keep their brands relevant and on top. Sandeep, in his book Right between the Ears, brings out what these new anchors are with vivid intensity. Simply put, they are behavioural insights, crafted from a precise understanding of the moorings of the consumer mind, which can be replicated globally to make brands surge across geographies. A new way to think for marketers to keep the zing in their brands goingIn times when the marketing practice has grown increasingly tactical, it's heartening to read a marketing book that addresses the core issue of understanding the mind and shaping the behaviour of a consumer. As online marketers chase digital likes, shares and follows, and offline marketers optimize media and shelf space, this book offers practical advice on maximizing space where it matters most: "Right between the Ears"! Sandeep's book harvests the latest in brain sciences to help real-world practitioners unlock the conscious and subconscious keys to lure consumers to their brands. Easily, the most powerful marketing book to come out in decades!'Sandeep has woven a rich tapestry that takes the reader through a journey of discovery-where advances in brain sciences are interwoven with brands to provide deep insights on why people make the choices they do. This is a book rich in theory and practical illustrations, lucidly articulated to engage and enrich. It is wonderful to see the many facets of cognition come to life in this path-breaking work'Impressive depth and rigour, with excellent insights and practical lessons!Sandeep has put together an amazing wealth of knowledge here-brand leaders better read this because the rest of the market is going to exactly do that and act on it to challenge them! Wish I had this book to guide me twenty years agoRight between the Ears is a true practitioner's guide. It artfully unravels the process of building epic brands by combining the knowledge of psychology, neuroscience and human behaviour with real-world testing to present an entirely fresh and practical approach!An important work that throws light on hidden mental processes. Behind intuition and witchcraft, there lurks a method in brand-building. Gripping stuffUndoubtedly, a down-to-earth eye-opener! Highly recommended for business executives who want to compete more effectively for the demanding consumer of today. Dayal's insights, when applied across the board, well beyond the marketing enclave, can have a clear impact on not only the brand but also the customer's experience of the company and its products'This brand marketer's guide to the consumers' mind is chock-full of vivid anecdotes that will help you build brands that glide into consumers' minds, that stick and that generate enduring dividends. Read it fast, then again, slowly'

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