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The “Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands” is a wonderful book that guides the readers on how human beings make decisions. Brand Seduction is written by the author Daryl Weber. Daryl Weber is a branding consultant whose work has influenced many of the best and biggest brands in the world, including Nike, Coca-Cola, and much more. He was a Director of Strategy at the boutique brand and innovation consultancy Redscout, where he advised Fortune 500 companies on new product innovation and brand positioning.