Table of Contents

PART ONE
HOW BRAIN SCIENCE IS REVOLUTIONIZING BRANDING
CHAPTER 1 Brands That Rock 
CHAPTER 2 Beyond the Illusions of the Past 
CHAPTER 3 Right Between Your Ears 

PART TWO
COGNITIVE BRANDS: DESIGN
CHAPTER 4 Brands That Work the Way the Brain Does 
CHAPTER 5 Brand Vibes: Tugging at the Heartstrings 
CHAPTER 6 Brand Sense: Using System 1 Easers
to Go with the Flow 
CHAPTER 7 Brand Sense: Using System 2 Deliberators
to Form New Brand Loyalties 
CHAPTER 8 Brand Resolve: A Mantra for Happiness 
CHAPTER 9 For the Love of Kids 
CHAPTER 10 Brands with Purpose 

PART THREE
COGNITIVE BRANDS: EXECUTION
CHAPTER 11 Tales from the Trenches—Brand Execution 
CHAPTER 12 Brand Sensations 
CHAPTER 13 Minding Your Manners 
CHAPTER 14 Where Do We Go from Here? 

Acknowledgments 
Notes 
Index 

About the Author

Sandeep Dayal is the managing director of the consulting firm Cerenti. He advises senior executives at Fortune 500 companies across the world and previously worked at worked at McKinsey and Booz. Dayal correctly predicted in 2001 that "consumer collaboration" would be a key factor in winning people's trust online, as also giving consumers control over their information--both issues that have come to a head today. Many strategies that he proposed, including viral advocacy and handholding, are mainstream today. He is a graduate of the Yale School of Management.