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.

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.

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.