Branding 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.

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

In this digital age where consumers are overwhelmed with information and options, it’s more important than ever for brands to connect at a deeper level in order to break through. Branding Between the Ears lays out a compelling science based path to what creates a truly iconic brand - unearthing how market shapers from Google to Guinness to Allbirds have systematically unlocked powerful psychological triggers that embed them into consumer’s lives. And the book gives every business and brand leader a clear and pragmatic path to getting to greatness if they are open to thinking differently about creating the consumer connections that build cognitive brands.

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.