This is an excerpt from my upcoming book "MARTKETING: The Heart and the Brain of Branding". I thought it might be a good idea to share a few bits and pieces, so that you can get a feeling of what to expect from it. I hope you enjoy reading it as much as I enjoyed writing it. 

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It is said that half the money spent on marketing programs doesn’t bring any return … the problem is we don’t know which half works. In fact, John Wanamaker made this statement many decades ago. Since then, the problem has yet to be resolved. My hope is that by answering some of these questions, I can help identify the half that works, make it more powerful, and at the same time spot the other half and eliminate it from our marketing plans.
We – humans – have several brains (although we have been taught we have one) 
We – humans – have several brains (although we have been taught we have one). We’ve accumulated them over the course of our species evolution.
  1. The reflexes brain is the most primitive. It is the brain that makes us run when we see danger, withdraw our hands when we feel the heat of fire, eat when we are hungry, and drink when we’re thirsty. We share this with most living animals on earth. This is the brain that keeps us alive long enough to reproduce. This brain is also capable of mechanical movements once we’ve repeated them enough, for example walking down the street or even driving a car.
  2. The next brain is the emotional brain. Mammals – as opposed to reptiles, say – give birth to creatures that demand an intensive and extended investment on the part of their parents before those offspring can be self-sufficient. Evolution has equipped mammals with this to ensure parents take care of their offspring until they are mature enough to survive and transfer their genetic material to the next generation. It’s an awesomely powerful brain.                                                                                                           In his outstanding book The Selfish Gene, Richard Dawkins explains why altruism of parents toward their young is so common. The fact is that most parents are willing to protect their kids’ lives even at the expense of their own. In exceptional circumstances, the emotional attachment generated in our brain overpowers the most primitive instinct of self-preservation; it decides that preservation of the genetic material – the material we passed to our children – is more important than our own existence.
  3. The last evolutionary gift is the rational brain. This is the brain of logical conclusions and complex deductions. It is also the brain that makes us self-aware and provides a feeling of free will. It’s responsible for the amphitheater of Epidaurus, as well as the theory of relativity and our ability to build a Boeing 747. Only humans have this brain.
The relationship between these three parts is complex, more complex than many people imagine. Understanding the way they operate and the mechanisms by which they overpower and overrule one another is essential to good marketing.
A lot of people tend to believe we make decisions using the rational brain. They’re wrong. Our actions are mostly driven by our emotions.
Fuente: https://www.linkedin.com/pulse/how-does-marketing-work-different-types-human-brains-sanchez-lamelas?trk=hp-feed-article-title-like