TY  - BOOK
AU  - Sandeep Dayal
TI  - Right between the ears: how to use brain science to build epic brands
SN  - 9780670094929
U1  - 658.0019 
PY  - 2021///
CY  - Gurugram
PB  - Penguin Random House
KW  - cognitive brands
N2  - Your brand is what peoples' brains make of it. Right Between the Ears lays out an entirely new approach, based on years of development and real-world testing, that Dayal calls Cognitive Branding, for designing and building epic brands. He uses the theories of behavioural science to understand how to successfully market a brand, and has used his concept of 'cognitive branding' with top brands like Kraft, Phillips, Unilever and Mastercard to name just a few. That coding and decoding, the mantra for how to make connections in the brain that drive consumers to buy the chosen brands, is the Holy Grail that marketers seek, and Right Between the Ears delivers just that
ER  -