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The Consumer Mind by Pepe Martinez

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15

Millward Brown and neuroscience

To know how to wonder and question is the first step of the mind toward discovery!

LOUIS PASTEUR

The Branded Mind

I have just finished reading the new book written by my colleague Erik Du Plessis, The Branded Mind: What neuroscience really tells us about the puzzle of the brain and the brand (Kogan Page and Millward Brown, 2011) and I recommend that you read it too.

Brain science has undergone a revolution. It features on the front pages of magazines and the work of brain scientists is regularly reported in popular books and newspapers. At the same time, ‘neuromarketing’, a term only coined in 2002, is now a hot topic and freely used in the marketing media. But how does the application of neuroscience affect ...

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