'Decoded: the science behind why we buy' by Phil Barden

Understanding the science behind why we buy is not just a book that makes you ‘sound smarter’ in board meetings. It gives you new tools to build brands.

How do we make decisions? And why? Phil Barden takes us through some of the important neuro and behavioral science. It’s not the ‘academic’ approach that will make you want to skip to the end. On the contrary, the book is filled with visual examples and cases.

Beyond the theory, there is also a fair amount of practical tools handed to you. For example, the concept of mapping ‘implicit’ goals when doing consumer research has been a really powerful add in my brand strategy kit.