This week on The BuzzBubble, we sit down with Dr. Bob Deutsch, founder of www.brain-sells.com. As a cognitive anthropologist, Dr. Bob has a unique and invaluable insight into the inner workings of the human mind and how they affect the abstract processes that lead individuals to form a lasting emotional connection with a brand. In talking about how people form these connections, he stresses the importance of understanding your audience's lives, motivations, and feelings. We learn about what his position has entailed in the context of advertising, what an individual's brand of meaning is, and how purchase decisions are ultimately made, in Dr. Bob's own words, in a spasm of sentiment rather than a dryly analytical process of pure rationality.
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