An examination of the nature of brands, how they exist and behave in the mind, and how marketers and business leaders can use this to their advantage. In Brand Seduction, author Daryl Weber reveals the latest psychological and neuroscientific discoveries about how our minds process brand information and makes decisions, and the important roles our emotions and unconscious play in our selections. Through simple language, engaging stories, and real-world examples, Brand Seduction shows you how to decode, build, and use these hidden brand fantasies to grow your brand and business. Praise for Brand Seduction "Powerful, profound, and beautifully written, Brand Seduction raises the bar for every marketer to do work that truly matters." —Seth Godin, author of All Marketers Are Liars "Clever, creative, and jam-packed with useful insights, Brand Seduction shows how our brain secretly shapes our choices in ways we may never have realized." —Jonah Berger, Wharton Professor and bestselling author of Contagious and Invisible Influence "With solid research and real-world examples, Daryl Weber makes the science of marketing inspiring and actionable. Brand Seduction is a valuable tool for anyone seeking to leverage the power of their brands." —Nir Eyal, author of Hooked