What We Think, We Become.
The Road to BRANDcebo
BRANDcebo takes a startling look at the effect brands have on our mental, emotional, and physical states.
The King, the Golem, and the Ray-Ban Glasses
The Placebo Effect Over Time
Romancing the Brand
How to Turn Brand Consumers into Brand Lovers
Branding and the Art of the Self-fulfilling Prophecy
How to Turn Brand Perception into Performance Expectation
Mirror, Mirror on the Wall…
How Consumers Self-express Through Brands
The Ricochet Effect
How Desirable Brands Directly Affect Product Performance of Competitive Brands
Building BRANDcebo
How to Transform Brand Loyalty into Brand Dependency
The Author
Doctor of Marketing and Branding Guru
Doron Malka was born and raised in Jerusalem — perhaps the most admired city-brand in the world. Dr. Malka is the founder and president of Ameba Marketing, an award-winning branding and advertising agency in San Diego, California. For over 20 years, Doron has personally crafted and managed hundreds of cutting-edge branding, marketing, and public relations campaigns for leading national and international clients.
What our readers have to say
Here are just some of the responses from people who've read BRANDcebo!
Among the flurry of marketing and branding books, BRANDcebo offers a breath of fresh air. It does not preach differentiation, it exemplifies it. First and foremost, by introducing intriguing new foundational concepts: the placebo effect of brands and the ricochet effect. These are not only grounded in the latest neurological research, but validated through compelling controlled experiments and vast professional experience. Second, the narrative style showcases the transformation of Doron's personal journey into a professional one, making it entertaining and fun to read.
Doron Malka opens the door not only for marketing researchers, but also for anyone who wonders about the nature of the relationships we create with brands.
I had never thought about this before and it made me smile when thinking back to my first pair of Adidas running shoes. I know I ran faster and played better for no other reason that the ‘BRANDcebo’ effect this brand had on me.
A must-read primer for anyone considering the topic of branding. This book is more than a snapshot of classical branding methods. Read this book and learn a new approach to branding that takes into account a placebo effect similar to what is witnessed in the drug industry.
"BRANDcebo offers a dramatic shift in the way we think about brands and the intimate relationships we have with them."
Doron Malka
Building BRANDcebo
Understanding the true effects of branding is key to discovering how to truly market to our clients.
Priming + Expectation + Desire = BRANDcebo
From Brand Loyalty to Brand Dependency — Transforming the Traditional Brand Building Model
Awareness → Priming
Priming takes brand awareness to a whole new level of engagement. It ensures that customers do not only recollect the brand name, but also believe in its message and promise. Effective priming creates the desirable mindset that elicits a favorable emotional response to the brand.
Perception → Expectation
Brand perception is simply a consumer’s opinion with little-to-no tangible cognitive value. Brand expectation, on the other hand, prompts real anticipation to experience the promised, and believed, superior product performance.
Interest → Desire
Desire adds a heavy emotional component to simple brand Interest. By creating desire, we engage the hearts and guts of our customers, and empower them to become powerful influencers in their purchasing decision process, and overall brand experience.
Loyalty → Dependency
In a highly competitive marketplace, brand loyalty is an ever-diminishing sentiment. By effectively combining Priming, Expectation and Desire, we embody consumers’ values and aspirations, and genuinely enhance consumers’ lives or lifestyle. Consumers become brand-dependent when the brand effectively aligns with who they are, and meaningfully delivers on their physical, emotional or social aspirations.
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