Douglas Van Praet, the author of Unconscious Branding, is the former Executive Vice President of Deutsch LA, one of the most successful advertising firms in the country. In this book, he uses his experiences and a knowledge of neuroscience to outline the ways that marketers of the last few decades have shaped the consumer landscape.

There are two sections of Unconscious Branding: “The Science Below our Deeper Behavior” and “The Seven Steps to Behavioral Change”. The former includes an introduction and some history of neuroscience in marketing while the latter demonstrates how this knowledge can improve brand equity through examples. These examples are mostly from Van Praet’s work experience at Deutsch LA, but some come from other prominent marketing campaigns and brands throughout history. Some examples of brands discussed in the book are Nike, VW, Disney, Marlboro, and Intel.

Unconscious Branding provides a scientific perspective on the how people perceive brands, and exactly how brands can influence people. It is an intriguing read for anyone who is interested in consumer behavior, brand management, or advertising.

I co-wrote a more extensive review of the book with a colleague. Here is the link to that if you have interest in a more heavily detailed summary and analysis.

https://docs.google.com/document/d/1wtPTFK8c5lRLTOdMjUjeKVVUuPONQiPcMzu8m51Id8A/edit?usp=sharing