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Unspeakable Attraction explores the subconscious factors driving consumer behavior, focusing on biological, evolutionary, emotional, and purpose-driven factors. The book argues that neuromarketing studies reveal these factors significantly influence brand attraction, loyalty, and aversion. Investigating the psychology behind branding, the book provides a toolkit to most effectively attract the right people for the right reasons.

KEY PRINCIPLES

Brands connect deeply with people through shared values and a sense of meaning building trust and attachment at subconscious levels of the brain.

Survival instincts and biological responses to pleasure and pain play a significant role in brand attraction.

Emotional responses and personal beliefs heavily influence purchasing decisions, often overriding logic.

A strong brand purpose, clearly communicated and consistently delivered, is essential for building genuine connections with customers.