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Author: Sandeep Dayal Publisher: Penguin Random House India Private Limited ISBN: 9354920217 Category : Business & Economics Languages : en Pages : 244
Book Description
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.
Author: Sandeep Dayal Publisher: Penguin Random House India Private Limited ISBN: 9354920217 Category : Business & Economics Languages : en Pages : 244
Book Description
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.
Author: Laura van den Berg Publisher: Farrar, Straus and Giroux ISBN: 0374714983 Category : Fiction Languages : en Pages : 224
Book Description
ONE OF TIME'S 10 BEST FICTION BOOKS OF 2020. Longlisted for the Joyce Carol Oates Prize. Named a Best Book of 2020 by NPR, Bustle, Good Housekeeping, the New York Public Library, Library Journal, Lit Hub, Electric Literature, and Tor.com "As enchanting as fairy tales, as mysterious as dreams, these exquisitely composed fictions are as urgent and original as any being written today.” —Sigrid Nunez, author of The Friend, winner of the 2018 National Book Award for Fiction An urgent and unsettling collection of women on the verge from Laura van den Berg, author of The Third Hotel I Hold a Wolf by the Ears, Laura van den Berg’s first story collection since her prizewinning book The Isle of Youth, draws readers into a world of wholly original, sideways ghost stories that linger in the mouth and the mind. Both timeless and urgent, these eleven stories confront misogyny, violence, and the impossible economics of America with van den Berg’s trademark spiky humor and surreal eye. Moving from the peculiarities of Florida to liminal spaces of travel in Mexico City, Sicily, and Iceland, I Hold a Wolf by the Ears is uncannily attuned to our current moment, and to the fears we reveal to no one but ourselves. In “Lizards,” a man mutes his wife’s anxieties by giving her a LaCroix-like seltzer laced with sedatives. In the title story, a woman poses as her more successful sister during a botched Italian holiday, a choice that brings about strange and destructive consequences, while in “Karolina,” a woman discovers her prickly ex-sister-in-law in the aftermath of an earthquake and is forced to face the truth about her violent brother. I Hold a Wolf by the Ears presents a collection of women on the verge, trying to grasp what’s left of life: grieving, divorced, and hyperaware, searching, vulnerable, and unhinged, they exist in a world that deviates from our own only when you look too closely. With remarkable control and transcendent talent, van den Berg dissolves, in the words of the narrator of “Slumberland,” “that border between magic and annihilation,” and further establishes herself as a defining fiction writer of our time.
Author: Sandeep Dayal Publisher: McGraw Hill Professional ISBN: 1264269854 Category : Business & Economics Languages : en Pages : 273
Book Description
Build a “cognitive brand” that connects with your customers in the deepest, most meaningful ways Successful marketing is all about unlocking the door to peoples’ thoughts, feelings, memories, and fantasies. Tap into one or more of these, and your brand will stick forever. In Branding Between the Ears, world-renowned marketing thought leader Sandeep Dayal explains how to leverage behavioral psychology, social anthropology, and neuroscience to decode what goes on in consumer minds—and create effective marketing strategies to build the kind of loyalty that fuels today’s iconic brands. Dayal reveals that most successful cognitive brands are architected around three questions consumers ask themselves: Does this brand give me good vibes? Does what this brand says make sense to me? Will I be happier if I buy this brand? These three factors—good brand vibes, brand sense, and brand resolve—are the hidden mantra that push customers off the fence of indecision, and get them not just to admire, but actually buy the brands again and again.Branding Between the Ears reveals paradigm shifts in building and executing brands that are informed by a burgeoning body of research in brain sciences, and offers a better way to make brands that not just stand out, but connect with consumers and embed deeply in their thoughts to drive choice.Dayal is the marketing thought leader who predicted that “consumer collaboration” would be the key factor in winning people’s trust online and giving consumers control over their personal information would be central to gaining their trust—issues that are unfolding today.Now, with Branding Between the Ears he provides equally prescient principles and new ideas for gaining the competitive edge in a largely uncertain future and winning with cognitive power brands.
Author: Greg Hatcher Publisher: Tiger Books ISBN: 9780967605524 Category : Languages : en Pages : 0
Book Description
Expert coach explains How to Think Like a Champion Greg Hatcher is the coach that you always wish you had. He is honest, sincere, straight to the point, a no pulled punches sort of a coach, who tells it like it is and leaves you knowing in no uncertain terms what you have to do to achieve greatness. Greg Hatcher has been coaching sports since the day he graduated from college in 1983. In his new book Between the Ears: How to Think Like a Champion, Greg shares 110 hard earned lessons learned from nearly 25 years of coaching. Between the Ears is designed to teach coaches, parents and children (and even adults) to think like champions. His book focuses on the crucial mental elements of sports and competition that can help kids and their parents have a more successful sporting experience. Hatcher explains simply in a heart to heart best friend and ally style that makes it easy for people of all ages young and old to understand the issue, see the right thing and want to do the right thing. He combines the best of what he learned from his decades of coaching experience in soccer, football, basketball, baseball, cross country, track and wrestling. Hatcher has a gift for storytelling, gives his all and packs everything he's learned from working with kids in all these sports so that they can help themselves become the best that they can be. It's no wonder that his kids are champions and have coaches from all over the country competing for them and offering them scholarships and full four year rides. They learned from a master. Happily, he has created this incredible book and shared his knowledge with the rest of us.
Author: Constance C. Greene Publisher: Open Road Media ISBN: 1504004388 Category : Juvenile Fiction Languages : en Pages : 54
Book Description
The tale of a boy, his ears, and one little change that makes a world of difference Louis is a talented kid with many great qualities. He plays a mean hand of poker and can crack his knuckles louder than any other kid in his class. He’s even trusted to walk his kid brother home from school. But looking at Louis, most people don’t notice these excellent qualities. They don’t see his kind eyes or his strong legs. Instead, all they see is two big ears. Louis has been called every insulting name in the book: Dumbo, Elephant Ears, even just plain Ears. He is the target of the school’s worst bullies, especially skinny Ernie. It seems as if every day, Louis flees from one antagonist to another. Then one day, Louis’s poker partner and good friend, Mrs. Beeble, gives him a good-luck charm—and Louis starts to believe it might actually be working. All of a sudden, he doesn’t mind the bullies so much. Could Louis’s transformation be real? Are his ears somehow shrinking? Or is his newfound swagger helping him grow? Constance C. Greene’s heartwarming tale tells the story of one boy’s quest for self-discovery, courage, and happiness—and the ears that make his journey possible.
Author: Neal E. Miller Publisher: Transaction Publishers ISBN: 020236707X Category : Psychology Languages : en Pages : 508
Book Description
Neal E. Miller's pioneering work in experimental psychology has earned him worldwide respect. This second in a two-volume collection of his work brings together forty-three of Miller's most important and representative essays on learning, motivation, and their physiological mechanisms. They were selected on the basis of their current relevance and their historical significance at the time they were published. In order to emphasize the main themes, essays on a given topic have been grouped together. Learning, Motivation, and Their Physiological Mechanisms begins when the author first discovered the thrill of designing and executing experiments to get clear-cut answers concerning the behavior of children and of rats. The first study was one of the earliest ones on the behavioral effects of the recently synthesized male hormone, testosterone. The second was one of the earliest studies demonstrating the value of using a variety of behavioral techniques to investigate the motivational effects of a physiological intervention. The next studies investigated the satisfying and rewarding effects of food or water in the stomach versus in the mouth and the thirst-inducing and reducing effects of hyper- and hypotonic solutions, respectively, injected into the brain. The last study describes a technique devised for extending the analysis of the mechanism of hunger to the effects of humoral factors in the blood. The study is completed with an examination of trial-and-error learning that was motivated by direct electrical stimulation of the brain and rewarded by the termination of such stimulation. Other studies show that the stimulation via such electrodes not only elicits eating, but also has the principal motivational characteristics of normal hunger. The conclusion deals with a series of experiments that overthrows strong traditional beliefs by proving that glandular and visceral responses mediated by the autonomic nervous system are subject to instrumental learning, which can be made quite specific. Neal E. Miller (1909-2002) was a professor of psychology at Yale University and professor and head of a laboratory of Physiological Psychology at the Rockefeller University. He is a past president of the American Psychological Association, an elected honorary fellow of the British Psychological Society, and chairman of the National Research Council Committee on Brain Sciences. He is co-author of four books and author of many articles.
Author: Christopher J. Plack Publisher: Taylor & Francis ISBN: 1000901238 Category : Psychology Languages : en Pages : 406
Book Description
The Sense of Hearing is a highly accessible introduction to auditory perception, addressing the fundamental aspects of hearing. This fourth edition has been revised to include up-to-date research and references. In particular, Chapter 7 on Pitch and Periodicity Coding and Chapter 13 on Hearing Loss include new material to reflect the fast pace of research in these areas. The book introduces the nature of sound and the spectrum, and the anatomy and physiology of the auditory system, before discussing basic auditory processes such as frequency selectivity, loudness and pitch perception, temporal resolution, and sound localization. Subsequent chapters show how complex processes such as perceptual organization, speech perception, and music perception are dependent on the initial analysis that occurs when sounds enter the ear. The book concludes with a description of the physiological bases and perceptual consequences of hearing loss, as well as the latest diagnostic techniques and management options that are available. Featuring student-friendly resources, including an overview of research techniques, an extensive glossary of technical terms, and over 150 original illustrations, The Sense of Hearing offers a clear introduction and an essential resource for students in the fields of audiology and sound perception.
Author: Sandeep Dayal
Author: Sandeep Dayal
Author: Laura van den Berg
Author: Sandeep Dayal
Author: Greg Hatcher
Author: Constance C. Greene
Author: Neal E. Miller
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Author: 
Author: Christopher J. Plack
Author: Francis Rumsey