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Book Review: Unconscious Branding by Douglas van Praet

Modern marketing entails the embedded secrets of unconscious branding. The book Unconscious Branding: How Neuroscience Can Empower (and inspire) Marketing by Douglas van Praet delves into the influences of the unconscious on human behavior and marketing effectiveness. The understanding of neuroscience explains how feelings lead to choices that that result in product sales. Advertisers and product designers spend billions of dollars every year on creating the right advertising mix to lure potential buyers to their products. Hidden desires and needs seem to drive much of human behavior even though we are often unaware of why we are purchasing products or how it enhances our self-perception. Yet these unconscious forces are pulling us to fulfill these undiscovered needs from morning until evening….perhaps even beyond.  When Freud discovered his sense of the unconscious, it had a vast effect on the climate of the times. Now we are discovering a more accurate vision of the unc