This book reveals all you need to know to build your own epic brands

Book Image

Your brand is what peoples' brains make of it. Right Between the Ears lays out an entirely new approach, based on years of development and real-world testing, that Dayal calls Cognitive Branding, for designing and building epic brands.

He uses the theories of behavioural science to understand how to successfully market a brand, and has used his concept of 'cognitive branding' with top brands like Kraft, Phillips, Unilever and Mastercard to name just a few. That coding and decoding, the mantra for how to make connections in the brain that drive consumers to buy the chosen brands, is the Holy Grail that marketers seek, and Right Between the Ears delivers just that.

What is a 'cognitive brand'?

Cognitive brands are the hits they are because they work the way the brain does and are the key for unlocking the sensations of experiences and fantasies lodged in our minds. Cognitive brands are built on 3 major ideas: Brand Vibes, Brand Sense, and Brand Resolve. Learn how each can be used to tap into a different part of the brain and build an epic, memorable brand.

Cognitive Brand Scheme

Book Reviews


Right Between the Ears should be mandatory reading for brand managers, product managers, CMOs and consumer business leaders. Easy to follow case examples illustrate the importance of understanding human psychology and Why people behave the way they do. In a world where brands and corporations need to have a sense of Purpose to build lasting businesses and motivate their employees, the ethical considerations framework (canonical, categorical, sunshine) should be on every marketer’s desktop.

Titi Cole

Chief Client Officer for Citigroup

Branding is much more than a slick logo and sexy television commercials. Right Between the Ears delves deeper into the reasons why some brands become cultural icons while others flop.

Nir Eyal

Hooked, Best-Selling Author

Right Between the Ears is a true practitioner’s guide. It artfully unravels the process of building epic brands by combining the knowledge of psychology, neuroscience and human behaviour with real-world testing to present an entirely fresh and practical approach!

Hemant Malik

Divisional Chief Executive, Foods, ITC Limited

Undoubtedly, a down-to-earth eye-opener! Highly recommended for business executives who want to compete more effectively for the demanding consumer of today. Dayal’s insights, when applied across the board, well beyond the marketing enclave, can have a clear impact on not only the brand but also the customer’s experience of the company and its products.

Jorge Alfaro Lara

Former Head, Consumer Bank, Banco Santander Mexico

Right Between the Ears is a timely road map for helping successful marketers take their work to the next level. We have always known that all brand purchases happen in the brain, sometimes in an instant and sometimes over years. Sandeep’s book is a great guide to how marketers today can simplify the complex working of the brain into actionable insights and executable strategies. I would recommend the book to every marketer and consumer specialist. It will make them better professionals for sure.

Vipul Prakash

Chief Operating Officer, MakeMyTrip, and Former Chief Marketing Officer, PepsiCo India

Brand building is the x-factor that will distinguish tomorrow's unicorns and superstars from the rest. However, the knowledge and skills underlying the development of iconic brands remains something of a mystery. Sandeep Dayal's new book, Right Between the Ears, is a tour de force for it deftly describes how brain science- psychology, neuroscience, and behavioral economics- is revolutionizing the art and science of branding and brand building. Entrepreneurs and corporate managers will start with a distinct advantage if the ideas espoused here are reflected in their playbooks.

Ram Shivakumar

Adjunct Professor of Economics and Strategy, Booth School of Business - University of Chicago 

Sandeep has put together an amazing wealth of knowledge here—brand leaders better read this because the rest of the market is going to exactly do that and act on it to challenge them! Wish I had had this book to guide me twenty years ago.

Raghav Prasad

Division President, Sub-Saharan Africa, Mastercard