summary ofDecodedBook by Phil Barden

first KEY POINT

An invisible compass within us finds our favorite brands

There are not many advertising cases that people remember for decades. But advertising for Cadbury chocolate has received numerous awards for creativity. During the ad, the gorilla listens to the music and then plays the song's beat. The chocolate bar was shown only at the end. The emphasis in advertising was placed on a specific brand, so Cadbury chocolate became a marketing hit.The principle of success in innovations is complicated to explain. Neuroeconomist Peter Kenning conducted a study that showed people make purchases through intuitive decision-making. People will always choose their favorite, relying only on their intuition, even if they have a wide choice.Psychologist Daniel Kahneman, one of the founders of behavioral economics and Nobel Prize recipient, believes two systems govern our behavior and choice. One is responsible for perception and intuition and processes information based on associations; the other is accountable for our reflections. Thus, strong and recognizable brands are perceived by the first system. The task of a good marketer is to activate this system in the minds of potential buyers. The second system is energy-intensive, so it's much easier to rely on the first one.

Top marketer and writer Phil Barden spent 25 years studying consumer behavior and influencing his clients to choose specific brands and products. Understanding customers and translating their needs into a product are the keys to successful marketing.Further research allowed Barden to shape unique strategies for brand positioning and advertising. Sales brand mentions and ad views increased. Now more actively interested in buyers’ psychology and behavior, he joined the consultancy Decode, founded by a scientist who studied decision-making mechanisms. Phil Barden decided to share his knowledge about the relationship between the psychology of choice and marketing and describe the decisive factors for shopping.Each product has an intangible value — brand equity. Customers buy expensive coffee at Starbucks and keep coming back. So, besides coffee, they get something else. What if we look at customer behavior from the perspective of neuroscience and cognitive and social psychology? Decoded: The Science Behind Why We Buy reveals the secrets of the true reasons for our purchases. Through this summary, you will find out why our love for brands is sometimes more important than product quality, what visual signals attract attention and how framing affects perception.