Right between the ears Hardcover – 21 June 2021

For someone like myself who has a keen interest in human psychology, Sandeep Dayal's book is an easy to understand ready reckoner of some very complicated concepts that he has been succinctly able to summarise and illustrate in this excellent new publication.While the author has been a consultant for the very big league billion dollar brands, as a small business owner I have benefited greatly from his insights.I strongly recommend this book to anyone who has an interest in how our brain works when it comes to making daily decisions about what we purchase and how brands use this knowledge to their advantage. You will definitely be a savvier and more sensible buyer after reading this book.

'Right Between the Ears' is a fantastic book highlighting the magic of Cognitive Branding for consumer products. Author Sandeep Dayal, has used his years of in-the-field experience in making the reading of this book very interesting. The stories of epic brands like - Nike, ACT-II, IKEA, Singapore Airlines...covered in this book are simply captivating. Sandeep's own work in making of some of the brands like Abbot's bestseller -Pediasure is a great read. While this book is a must read for marketing folks all over the world, it is also equally compelling for anyone who has a customer to serve through a product or a service.

Sandeep Dayal must be congratulated for giving this path breaking and delightful insight in marketing of top brands and all sort of companies. A must read for all interested in marketing field. Passed on this book to my son, who is manager in Canadian pharmaceutical company.This book is interesting, written in simple lucid language and well presented.Looking forward for some more titles from Sandeep!Rakesh Shah

Good read

A simple and easy read, Right Between The Ears is a 'Refresher Course' for any marketer of any vintage to understand the contemporary motivation of an increasingly elusive customer. It even holds a mirror to what many marketers may have been doing wrong. If you wish to engage meaningfully with your customer, the book has a rich treasure trove of tips and insights - which are easy to implement to scale for any brand

The three elements of Cognitive branding and its execution using PediaSure ..very interesting. This is one of those books that u can’t keep down once u start reading it.Thank Sandeep for this lovely book.

As an entrepreneur associated with creating and building an iconic consumer goods brand in an ultra competitive landscape, the book offered me insights which are intuitive and invaluable.A highly recommended must read for both budding marketers as well as seasoned professionals.

The book is at once absorbing and very informative. Understanding how big business is manipulating your own purchasing and consumption behaviour is enlightening to say the least - it is certainly very helpful and a prescribed read for anyone in marketing or any sort of business !