Book Review: Branding with Brains

“Be prepared for sceptical reaction when using these insights” warns Tjaco Walvis, the author of Branding with Brains: The Science of Getting Customers to Choose Your Company.

Branding with brains addresses the subject of influencing the subconscious mind. Based on extensive neuropsychological research, it argues that the brain subconsciously ‘selects’ brands with an algorithm, in the same way that Google has an algorithm which selects web pages.

In the same way that websites are created to get them to the top of search engines, equally, following a set of principles will allow brands to strengthen themselves in the eyes of the consumer. Walvis proposes that these principles are: Relevance, the reward associated with your brand; coherence, the extent to which your brand guides every touch point of your organization; and participation, the extent to which customers are able to explore and define your brand.

Whilst controversial, the basic premise of this book is insightful and kept simple. The overarching problem with brands is that whilst their value will often make up a large part of a companies value, the art of branding often lacks credibility at board level. Thus it leaves brands open to attack and deterioration. This book deals with addressing this very fundamental issue by providing a framework with which to assess and evaluate branding strategy.
As such it is not just for those involved with marketing. I believe this book would be very useful for all company leaders, marketers and creatives.

Reviewed by Anoop Maini FCMI

Published by Prentice Hall
£19.99
ISBN 978-0-273-71995-3