Will Roney

Book Review – The Branded Mind by Erik du Plessis

In Non-Fiction Writing on December 31, 2011 at 17:33
The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand
Advertising is only half as effective as it can be, so the saying goes. However, what nobody knows is which half of the budget is wasted. If only there were a way that advertising could be targeted by way of neuroscience, then the money spent of marketing could go a lot further.
The Branded Mind” by Erik du Plessis is a book about just this, and how businesses can exploit the potential of the brain to maximise profits. This is no lightweight discussion on the brain and how it works. This is a book that tries to get into the nuts and bolts of its inner workings so that theories and experiments can be postulated to assist in understanding how the brain works.

Starting with sections on feelings, awareness and personality, the book moves on into more business-related practical aspects such as how long an advert needs to be to capture the most attention, or whether harnessing the sub-conscious will help marketers in selling their products.

There is so much in this book about the inner workings of the brain, that the layman may stay away, afraid of having to cope with so much detail. But this is a fascinating ride into one of the last uncharted areas of the body – one that is so important, yet so misunderstood and unknown.

There is still so much to say about the workings of the brain. It will be sometime before scientists will be able to convince and control the brain via external means, even if just via advertising. This book will be an incredibly useful and beneficial addition to the knowledge of the brain and how traders can exploit its functions.

I would be interested to see a follow up book that updated all of the progress that has been made in neuroscience since publication. I suspect that full understanding of the brain is many years off, but this book is a suitably technical source for the interested layman. Buy it now, because it may give you the advantage that you’re looking for.

Have you enjoyed this review? If you have, click through and buy the book HERE!
  1. The topic of neuroscience in marketing is extremely fascinating to me. I have a degree in biology, then after graduating I made the move to entrepreneurship. With a foot in both camps, I love reading about the new field of neuromarketing and seeing how the two fields overlap. If you are into this topic, another book I highly recommend is Buyology, by Martin Lindstrom. They used data from fMRI machines to watch people’s brains as they made buying decisions, and found some very surprising results. Fascinating stuff.

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