Sandeep Dayal - Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections

Praise for Branding Between the Ears

Branding Between the Ears offers a fascinating insight to the world of branding. After reading this book your brain will never look at brands the same way again.

Martin Lindstrom, New York Times bestselling author of Buyology, Small Data, and The Ministry of Common Sense

Branding is much more than a slick logo and sexy television commercials. Branding Between the Ears delves deeper into the reasons why some brands become cultural icons while others flop.

Nir Eyal, bestselling author of Hooked and Indistractable

Branding 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 marketers desktop.

Titi Cole, Chief Client Officer, Head of Global Consumer Banking Operations, Citigroup

In this digital age where consumers are overwhelmed with information and options, its more important than ever for brands to connect at a deeper level in order to break through. Branding Between the Ears lays out a compelling science-based path to what creates a truly iconic brandunearthing how market shapers from Google to Guinness to Allbirds have systematically unlocked powerful psychological triggers that embed them into consumers lives. And the book gives every business and brand leader a clear and pragmatic path to getting to greatness if they are open to thinking differently about creating the consumer connections that build cognitive brands.

Margo Georgiadis, Partner at General Catalyst, former CEO of Ancestry and Mattel and one-time President of Google Americas

A terrific playbook for reimagining brand building and architecture that is science based and illustrated with powerful real-world examples. A must-read for every marketer.

Ravi Dhar, Director, Yale Center for Customer Insights and Professor of Marketing, Yale School of Management

This book shook the very foundations of my decades in brand management; and meanwhile the answers were always thereBranding Between the Ears. Through a combination of fascinating brain science and rich real-world examples, Dayal reinvents the art and science of brand building.

Gina Boswell, former President, Unilever US Customer Development, and EVP Chairman, Unilever UK & Ireland

Impressive depth and rigor, with excellent insights and practical lessons!

Sanjay Khosla, Senior Fellow, Kellogg School of Management, Northwestern University, former President, Mondelez International

A treasure trove of new insights into how to build a brand. Wish I had this knowledge early in my career.

Micky Pant, former CEO, Yum Restaurants International

Brand is and will always be powerful. The issue is how to create it. In this book, Dayal does a superb job at showcasing why old methods of branding are failing, and why Cognitive Branding is the new pathway forward.

Mathew Sweezey, Director of Market Strategy Salesforce and author of The Context Marketing Revolution

Branding 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 world.

Rishad Tobaccowala, author of Restoring the Soul of Business and former Chief Growth Officer, Publicis Groupe

Occasionally a book transforms an industry. When it comes to attracting customers, Branding Between the Ears is that kind of a book. If you want to understand and empathize with prospects to ensure they choose your goods and services, Branding Between the Ears is a must-read. Sandeep Dayal weaves behavioral research, neuroscience, and vast marketing experience into a resource that will transform the way you connect with and deeply engage your target audience. Be ready to not only become top of mind with your customers but top of heart as well. Thank you Dayal for this masterpiece in marketing thought leadership.

Joseph Michelli, PhD, New York Times #1 bestselling author of Stronger Through Adversity, The Airbnb Way, The New Gold Standard, and The Starbucks Experience

For decades, marketing professionals have been like Formula One drivers racing around the course with blindfolds on. Weve tried to change the way consumers think without knowing how they really think. By taking us deep into brain science, Sandeep Dayals new book lets us drive with our eyes open. Branding Between the Ears contains the most important advice given to marketing professionals in decades.

Rajan Anadan, Managing Director, Sequoia Capital India, former Vice President, Google India & SEA

This brand marketers 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.

Niraj Dawar, Professor Emeritus Marketing, Ivey Business School, Western University, Canada, author of Tilt

Sandeep has put together an amazing wealth of knowledge herebrand leaders better read this because the rest of the market is going to exactly that and act on it to challenge them! Wish I had had this book to guide me 20 years ago.

Raghav Prasad, Division President, Sub-Saharan Africa, Mastercard

Brand building is the X factor that will distinguish tomorrows unicorns and superstars from the rest. However, the knowledge and skills underlying the development of iconic brands remains something of a mystery. Sandeep Dayals new book, Branding Between the Ears, is a tour de force for it deftly describes how brain sciencepsychology, neuroscience, and behavioral economicsis revolutionizing the art and science of branding and brand building. Entrepreneurs and corporate managers will start with a distinct advantage if the ideas espoused here are reflected in their playbooks.

Ram Shivakumar, Adjunct Professor of Economics and Strategy, Booth School of Business, University of Chicago

Undoubtedly, a down-to-earth eye-opener! Highly recommended for business executives who want to compete more effectively for the demanding consumer of today. Dayals insights, when applied across-the-board, well beyond the marketing enclave, can have a clear impact on not only the brand, but also the customers experience of the company and its products.

Jorge Alfaro Lara, former Head of Consumer Bank, Banco Santander Mexico

The marketing landscape is constantly shifting and evolving, with consumer expectations becoming increasingly higher. Successful marketing isnt just about creating brand impressions with tons of ads; it must reach consumers in a persuasive and compelling way to get them to buy products as well. This is why, by decloaking the workings of the brain, showing how it reacts to brands and prompts purchasing decisions,