What does it take to build a successful brand?
People have been taking about this decades, but now neuroscience, marketing science and behavioural economics have added another level of understanding.
But what does it all say...simply??
I have you covered.
Read on for all the latest on how to build a strategic brand.
Written for people who are not neuroscientists.
Decades ago, Walter Landor, the founder of one of the worldâs largest and oldest brand consulting firms (where I cut my teeth on brand strategy) said:
âProducts are made in the factory, but brands are created in the mind.â
Neuroscience now proves this out: brands exist in our minds as a complex network of nodes that hold pieces of information. Â
Michael Platt at Wharton calls this the 'Brand Connectome'.
He calls it this to reflect the efforts to build the âHuman Connectomeâ - a âcomplete map of the neural connections in a brain.â
Brand connectomes are just a s...
If youâve been doing brand strategy for a while, you can feel like youâve hit a plateau. It's hard to know how to keep growing your skills.
These book recommendations are for you.
There are a few directions you could go to deepen your brand strategy skills and the value you offer clients. Â
First, identify where you feel a bit stuck from this list. It will direct you to the books, described below, that will help you get better at brand strategy development.