"Consumers are reinventing their world. On one hand they are adjusting their expectations and purchasing behavior in light of the new economic circumstances. They are also reinventing the way they socialize, communicate, gather information, make purchases and entertain themselves and others. … Progress in neuroscience has delivered insights into how the mind works. We now know what is driving the consumer's purchases. We understand habitual buying and categorization. We know why brand communication has to be 'on code' to deliver the desired impact. These and more topics are covered in this book. Importantly, this book provides a readable overview of neurobranding. It is written for the marketing practitioner and avoids medical terminology. "

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"Creating Brand Meaning," by Dr. Peter Steidl