Title: The Brain Sell
Author: Dr. David Lewis
Page Count/Review Word Count: 298
Disclaimer: While I aim to be unbiased, I received a copy of this for free to review.
You’ve probably noticed that I’ve awarded The Brain Sell a rare ten out of ten – there’s a reason for that. I reserve this prestigious score for a book that changes the way that I look at the world, the sort of book that, once read, stays ingrained in your brain forever.
This is that kind of book, a magnificent foray in to what happens when science means shopping by a man who was described as “the father of neuromarketing” for his analyses of brain activity for commercial purposes. When David first started out, he was one of the first people to strap electrodes to consumers‘ heads to see how they reacted when presented with different television commercials.
And this book is full of the fruits of years of intensive testing, and anyone can benefit from it, including consumers themselves. Who doesn’t want to know how the big companies brainwash us in to buying their products? Marketers have even more to learn, whether they work in digital marketing or whether they focus on the bricks and mortar experience. Your brand is more than a logo – it’s the way your employees are trained, the colour of the walls in your stores and even the temperature that you set the air con to.
I’ll leave you with one of the many demonstrations of the power of the Brain Sell – the buildings at the entrance to Disneyland slope forward to give the illusion of depth to a visitor and to make the walk home seem shorter to people who are leaving. Just wow.