The Branded Mind

The Branded Mind – Erik Du Plessis

“While there are few ‘neuromarketing’ empirical generalizations that marketers can rely on, Erik du Plessis’s intelligent exploration of this ‘puzzle of the brain and the brand’ advances our understanding in a very valuable way. It is well worth the read.”

Robert Barocci, President and CEO, The Advertising Research Foundation

“The Branded Mindis the result of very considerable thought, influenced by the author’s digestion of a massive battery of empirical work, in addition to many examples from his long experience as an innovative market researcher. It is written in Erik du Plessis’s usual reader-friendly style, and it deserves to make a considerable impact on professional practice.”

John Philip Jones, Emeritus Professor, Syracuse University, New York

The Branded Mindis about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates how this relates to current theories on consumer behaviour. It investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand-building strategies.