About the Book
The Consumer Mind explores the relationship between consumers and brands, analyzing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyzes the environment, and the implications for brands. 

The book features global-level analysis of 100 top brands (including Apple, Google, McDonald's, Coca-Cola, Facebook, Blackberry, Fedex and Dolce & Gabbana), conducted in 30 countries across the globe and based on feedback from more than two million interviews. 

The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way in which their brands are perceived and to encourage trial and repeat purchases. Collapse

About the Book
The Consumer Mind explores the relationship between consumers and brands, analyzing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyzes the environment, and the implications for brands. 

The book features ... Expand

Authors / Editors
Pepe Martínez is the Managing Director of Millward Brown Iberia. He was previously the head of Euroqual, the European qualitative research network and has won four awards from the Spanish Marketing Research Society, AEDEMO, for his work. He gives frequent lectures throughout Europe at universities, business schools and marketing forums on the relationship between young consumers and brands, social media and qualitative research. Collapse

Authors / Editors
Pepe Martínez is the Managing Director of Millward Brown Iberia. He was previously the head of Euroqual, the European qualitative research network and has won four awards from the Spanish Marketing Research Society, AEDEMO, for his work. He gives frequent lectures throughout Europe at universities, business schools and marketing forums on the relationship between young consumers and brands, social media and qualitative research.

Press Coverage
"In this book Pepe Martinez uses everyday examples to explore how instincts, impulses and cognition combine to determine our reaction to the world around us. He brings together the world experienced through the senses and the world as understood by the mind, and explores how the two create meaning, the mental significance that empowers brands and makes them valuable." --Nigel Hollis Executive Vice President and Chief Global Analyst, Millward Brown USA 

"…essential reading for everybody who is interested in how the latest developments in science have influenced today's marketing practice." --Pawel Ciacek, Head of Neuroscience Practice, Millward Brown Europe 

"Pepe Martinez not only presents an intriguing discussion of the applications of neuromarketing, he offers important insights into the way in which successful brands make a strong rational and emotional connection with the human mind. This book will be an eye-opening learning experience for marketing practitioners and students alike." --ForeWord Reviews 

"[U]ses a blend of theory and real world examples to illustrate how the latest developments in neuroscience could benefit the work of marketing practitioners worldwide." --BrandUniq
Collapse

Press Coverage
"In this book Pepe Martinez uses everyday examples to explore how instincts, impulses and cognition combine to determine our reaction to the world around us. He brings together the world experienced through the senses and the world as understood by the mind, and explores how the two create meaning, the mental significance that empowers brands and makes them valuable." --Nigel Hollis Executive Vice President and Chief Global Analyst, Millward Brown USA 

"…essential reading for everybody who ... Expand

Reviews Collapse

Awards Collapse

Table of Contents
Preface 
Acknowledgements 

01 Introduction 
A look back 
What is neuromarketing? 
Neuroscience is already producing results 
A glimpse of the future 
The aim of this book 

02 Starting point: the pillars of the human mind 
Evolution is capricious 
The four basic mental functions 
The mind and the theatre 
Enter your mind! 

03 The alarm clock rings 

04 The world surrounding us 
External versus internal reality 
Our mind influences perception 
Analysis of different logos 

05 Careful! Watch out! 
Our environment is overflowing 
Attention in action: in the supermarket or the disco 
Differences between perception and attention 

06 Do you remember? 
Our memory and Google 
We have many types of memory 
Memory and senses 
Working memory 
Memory constructs and reconstructs 
A research study on remembering advertising slogans 
Designing questionnaires or drawing up guidelines 

07 Wonderful! 
The origins of the word "emotion" 
What is our relationship with our emotions? 
Where are emotions born and where do they live? 
Brands, communications and emotions 

08 How clever! 
The classical approach to intelligence 
A new concept of intelligence 
Social intelligence 

09 Who's the boss here? 
The boss 
Who am I? 
What am I like? 

10 Make your mind up! 
A long cultural tradition 
The rational-emotional binomial 
The consumer and decision making 
Advertising campaigns, reasoning and emotions 

11 I want to be happy! 
The illusion of happiness 
Happiness from the psychological point of view 
Happiness on the biological level 
Happiness study at Millward Brown 

12 I'm off to bed! 
Time for a rest 
Dream discourse and advertising discourse 

13 Summary of the brain's mental functions 

14 Brands, communications and the mind
The brand's function
New challenges for brands
The keys to brand success
Brand leaders
Building brands
The digital revolution
Brands in the social media 

15 Millward Brown and neuroscience 
The Branded Mind 
Improving our brainpower 
The contributions of neuroscience to marketing research 
A glimpse of the future 

16 Final reflections: philosophy and the mind 

Bibliography 
Index 
About Millward Brown
Collapse

Table of Contents
Preface 
Acknowledgements 

01 Introduction 
A look back 
What is neuromarketing? 
Neuroscience is already producing results 
A glimpse of the future 
The aim of this book 

02 Starting point: the pillars of the human mind 
Evolution is capricious 
The four basic mental functions 
The mind and the theatre 
Enter your mind! 

03 The alarm clock rings 

04 The world surrounding us 
External versus internal reality 
Our mind influences perception 
Analysis of different logos 

05 Careful! Watch out! 
Our environment is overflowing 
Attention in action: in the supermarket or the disco 
Differences between perception and attention 

06 Do you ... Expand