Unconscious Branding–Ambiguity & Vagueness Work, Douglas Van Praet, TBJApodcast 113
Listen to the Episode Below (00:39:48)
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Understanding why ambiguity and vagueness are important for your brand. Your customers don’t always say what they really want. Douglas Van Praet shares Unconscious Branding methods. How your company can help customers choose your brand.

Douglas Van Praet is a leading branding expert, neuromarketing pioneer and author. ….Inc. Magazine named his book Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing one of the “Top Ten Marketing Books of 2014”. He is a contributor for Fast Company and Psychology Today. His approach to marketing draws from unconscious behaviorism and applies neurobiology, evolutionary psychology and behavioral economics to business problems. He has helped some of the world’s most iconic brands create effective, award-winning campaigns and product launches.

“Consumers are statistics and customers are people.” –Stanley Marcus, Neiman Marcus.

Think Like A Journalist Excerpt

“Story connects us all. Children, adults, all of us everywhere can use the magic of story to find aspects of ourselves in others, and of others in ourselves.” –Pam Allyn from a post titled The Psychology of Storytelling, Read the full article.

Most of the time we do things unconsciously.

Success Tip or Quote

Stop selling, start helping.

Career Highlight

Gathering the information. Pioneering new concepts and writing his book, Unconscious Branding.

When It Didn’t Work

Most of our decisions are made unconsciously. This idea challenges the research industry. Douglas had an uphill fight to get people to understand new concepts. Find out how he tackled this and continues to helps companies understand and make use of unconscious branding.

Top Tips On How To Help Consumers Choose Your Brand
  1. Conscious attention is limited.
  2. You must interrupt a pattern to be noticed.
  3. Consumers only notice that which defies your prediction or risk being ignored.
  4. Don’t get caught up with literal messages of your brand.
  5. Embed messages in art, metaphors, symbols, stories, and creative expressions.
  6. Be unique or risk being ignored.
  7. Brands need to be imagination leaders and create feelings about a brand. An example is the Nike, Just Do It.
  8. Don’t get hung up on a literal brand message.
  9. Ambiguity can be very powerful.
  10. We all want to connect with people. Make your brand human and connect with your community.
Multimedia Resource

Google Search Engine.


Thinking Fast and Thinking Slow by Daniel Kahneman

We are more human doings than human beings. #Psychology #Business


Unconscious Branding Website

Twitter @DoulasVanPraet


Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to “Be the Media”. Phoebe is the host of “The Brand Journalism Advantage” podcast and a “Top 50 Podcaster To Follow”. Listen in iTunes or at ThinkLikeAJournalist.com

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