{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F2a778a64-3805-408b-9702-0ed1f845c676","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"SBP 016: The Importance of Cognitive Branding, with Sandeep Dayal\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/2a778a64-3805-408b-9702-0ed1f845c676\"></iframe>","title":"SBP 016: The Importance of Cognitive Branding, with Sandeep Dayal","description":"In this episode of the Sleeping Barber Podcast, we speak with Sandeep Dayal, author of Branding Between the ears, to discuss how marketers can use cognitive science to build lasting consumer connections. We also dive into the topics of brand purpose, elements of cognitive brands, and saganaki!\nEnjoy the show.\n____________\nOur Guest:\nFollow Sandeep Dayal on LinkedIn: https://www.linkedin.com/in/sandeep-dayal-8361b61/\nBranding Between the Ears: https://www.amazon.ca/Branding-Between-Ears-Cognitive-Connections/\nAuthor Page: https://www.sandeepdayal.com/\n____________\nThe Sleeping Barber Podcast:\nFollow our updates here: https://www.linkedin.com/company/sleeping-barber/\nGet in touch with our hosts:\nMarc Binkley: https://www.linkedin.com/in/marcbinkley/\nVassilis Douros: https://www.linkedin.com/in/vassilisdouros/\n____________\nLiterature:\n\n Rethinking How To Appeal To Consumers Using Cognitive Science - https://chiefexecutive.net/rethinking-how-to-appeal-to-consumers-using-cognitive-science/\u00a0\n Interview with McKinsey and Company - https://www.mckinsey.com/featured-insights/mckinsey-on-books/author-talks-if-you-dont-understand-how-are-you-going-to-help\n\nTimestamps\n\n 0:42 \u2013 Introduction\n 2:07 \u2013 What is cognitive branding\n 5:00 \u2013 Customer centricity and what does it mean?\n 6:05 \u2013 Brain sciences and their associations with branding\n  7:40 \u2013 How does the brain work?\n  11:40 \u2013 Challenging traditional branding models\n  17:30 \u2013 Fresh-baked cookies and branding\n  18:15 \u2013 Triggers for cognitive branding\n  19:00 \u2013 The three elements of cognitive brands\n  23:20 \u2013 Consumer insights and being in the field makes a difference\n  24:30 \u2013 Vibes, sense and resolve and their associations with consumer trust, consumer confidence and consumer satisfaction\n  27:40 \u2013 Strategy and execution should be treated as one\n  32:00 \u2013 Does brand purpose even matter?\n  37:00 \u2013 Dove\u2019s real beauty campaign\n  41:07 \u2013 Embrace what you are; you don\u2019t always need to have a purpose\n  45:30 \u2013 Key moments that have an effect on brands\n  50:40 - Brands peak moments \u2013 OPA!\n  52:20 \u2013 Surprise and delight\n  56:14 \u2013 Ethics and marketing\n  1:04 - Post-pod discussion with Marc and V\n\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/b3b0f5d5-6694-4ea9-9f15-278c73a04b9e/21697713-1666847621512-04e7a85b8fe7d.jpg"}