Peter's book remains one of the most insightful treatments of branding strategy from a neuromarketing perspective. This new second edition contains extensive updates, a new chapter, and the addition of introductory exercises to demonstrate some of the key elements underlying the neuroscience behind heurobranding.
Neurobranding is especially strong at depicting how brands build associations in the brain, resulting in significant advantages for leading brands and large (but surmountable) obstacles for challenger brands.
Neurobranding allows us see many of the major challenges we face from a new perspective and gives us the opportunity to identify new directions, strategies or solutions. It allows us to understand the following: