For many marketing professionals, “science” is a four-letter word. They see brand-building as an unteachable art guided by their intuition and experience. But at its core, marketing aims to seed ideas into people's minds, make them feel a certain way, and, ultimately, get them to act. In , Daryl reveals the latest psychological and neuroscientific discoveries about how our minds process brand information and make decisions, and the important roles our emotions and unconscious play in our selections. Welcome to the new world of neuromarketing. Through simple language, engaging stories, and real-world examples, shows you how to decode, build, and use these hidden brand fantasies to grow your brand and business. You'll learn: Everyone seems to have a different idea of what brands are, how they work, and how they are built. digs deeper into the nature of brands, how they exist and behave in the mind, and how marketers and business leaders can use this understanding to “seduce” customers and grow their businesses.