Book Review: Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing by Douglas Van Praet

“The fact of the matter is anyone can do neuromarketing without ever scanning a single brain.”

This statement from Douglas Van Praet, an ad guy who has scanned any number of brains (or, more accurately, had others do so on his behalf), sets the tone for Unconscious Branding. Van Praet isn’t your stereotypical ad guy, even though he’s a top exec at Deutch LA and has worked big-time clients on iconic campaigns. […]