Trying to Persuade and Other Big Mistakes Marketers Make
HBR IdeaCast
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Understanding the Instinctive Mind in Marketing
This chapter critiques traditional marketing strategies that rely on conscious decision-making, highlighting the importance of subconscious influences on consumer choices. It discusses the evolution of marketing towards a data-driven approach, emphasizing how effective branding taps into the instinctive mind through accumulated memories and associations. The chapter warns of the pitfalls related to negative brand perceptions and the need for continuous brand nurturing to foster loyalty and counteract potential setbacks.
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