Douglas Van Praet Books
Douglas Van Praet is a marketing strategist and former executive at Deutsch LA, known for his work on major advertising campaigns such as Volkswagen’s ‘The Force’. He specializes in applying neuroscience and behavioral science to marketing and brand strategy.
Known for: Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
Books by Douglas Van Praet
Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
Unconscious Branding explores how insights from neuroscience and behavioral psychology can transform marketing by appealing to consumers’ subconscious motivations. Douglas Van Praet argues that effective branding taps into instinctive emotional triggers rather than rational persuasion, offering a seven-step process for creating campaigns that resonate deeply with audiences.
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The Limits of Traditional Marketing
For decades, marketing has thrived on a mechanical assumption: convince people with logic, and they’ll buy. Show the advantages of your product, list its benefits, and the rational consumer will make the rational choice. The problem is, neuroscience tells us that this model is wrong. Consumers rare...
From Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
Neuroscience Foundations
To reshape marketing, we must first understand the architecture of the mind. The discovery that emotion precedes reason comes from decades of cognitive science and behavioral neuroscience. Studies of the limbic system—the emotional core of the brain—show that it governs decision-making more powerful...
From Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
About Douglas Van Praet
Douglas Van Praet is a marketing strategist and former executive at Deutsch LA, known for his work on major advertising campaigns such as Volkswagen’s ‘The Force’. He specializes in applying neuroscience and behavioral science to marketing and brand strategy.
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Douglas Van Praet is a marketing strategist and former executive at Deutsch LA, known for his work on major advertising campaigns such as Volkswagen’s ‘The Force’. He specializes in applying neuroscience and behavioral science to marketing and brand strategy.
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