Decoded - The Science Behind Why We Buy

The first book to decode the secret language of the brain and how to use it to design, package and market a bestselling brand Written by the marketing genius behind some of the world's most recognized brands, this book decrypts the language of neuroscience to explain what scientists now know about why people connect with and form deep intuitive bonds with some brands while ignoring others. More importantly, it shows you how to translate that knowledge into your product design, packaging and brand marketing endeavours to create the next Coca-Cola or Nike. Why do we treat our kids with ice cream instead of yogurt? Why wouldn't Nivea work in a red package? What's so special about chocolate? Phil Barden reveals the neuropsychological processes underlying people's buying decisions to provide actionable answers to those questions, and he provides powerful insights into the popularity (or unpopularity) of dozens of other products and brands. Draws on the latest neuroscience/neuropsychological research to decipher consumption's hidden code and what happens in our brains when we decide on a particular product Offers expert prescriptions for making marketing more efficient and providing advertising and product design with a more objective, empirically-based decision-making modelPacked with international case studies and examples, including Cadbury, iPhone, Tropicana, T-Mobile, and othersThe first book to so vividly show the links between neuropsychological codes and buying decisions and how to use that knowledge to create bestselling brands

Phil Barden is a proven marketer with over 25 years’ experience, including senior and international roles at high profile companies such as Unilever, Diageo and T-Mobile. Fascinated by the insights from decision science and by the value these can bring to marketing, he has latterly immersed himself in this new field. He is now one of very few experts to combine a practitioner’s perspective with a profound knowledge of decision science, making him very much in demand among clients and conference organisers alike. In this book he bridges the gap between the world of marketing and decision science, taking the reader on his fascinating journey.