Entering The Brain Of The Consumer – Building Brands That Connect (Video)
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Ahmedabad Univesity, Ahmedabad
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In this session of The Conversation Series, Sandeep Dayal, Managing Director and EVP at Cerenti Marketing Group, LLC, and author of ‘Right Between The Ears: How to Use Brain Science to Build Epic Brands’ discusses alternative methods of developing modern power brands which have the potential of making lasting connections with Professor Ravi Miglani, Professor of Practice of Management, and Director, Executive Education, Ahmedabad University.
In the course of the discussion crucial questions are addressed: What are the best ways to build a brand? Is it good to emotionalise the brand? Emotional brands can make one laugh and cry – but does that enhance the value of the brand? Should we communicate the rational benefits of the brand? Do consumers make brand choices consciously or subconsciously? Do consumers buy a brand because it makes them feel good at an instinctive level, or do they buy because the brand stands up to rational deliberation?