Interview with Unplanned, the Brazilian online magazine

Interview with Unplanned, the Brazilian online magazine

Internationally-known cognitive anthropologist Dr. Bob Deutsch, Founder & President, Brain Sells, was interviewed by UNPLANNED, a Brazilian online magazine devoted to the intersection of business and creativity.  In the piece “Some Thoughts on Strategy and Planning.” Bob talks about how his career evolved, what makes great advertising, and what we can learn from Bruce Springsteen. Read a translation … Read more

The Primary Prerequisite for a Creative Mind, CICLOPE Festival 2015


Dr. Bob spoke at the CICLOPE International Festival of Craft 2015 in Berlin, Germany.   Dr. Bob Deutsch holds doctorates in Cognitive Neuroscience and in Cultural Anthropology. But he is no academic, ivory tower type. His specialty is knowing how leading ideas take hold in a culture and understanding the process by which people “attach” to products, situations, other people, and other types of entities. At CICLOPE Festival 2015, he explained -in one of the most engaging talks of the program- what is the primary necessary capacity for producing creativity that captures large audiences. Enjoy it!  For more on the festival, visit

Mars, The Martian and U.S.

This article originally appeared in Bob Deutsch’s column on the Huffington Post. It was only a little more than a decade ago that Mars passed close to Earth, just a stones throw, relatively speaking. Many people looked up. Many more people said, “so what?” Just as Brian De Palma’s 2000 film, Mission to Mars, had … Read more

Volkswagon: Polluting the American Psyche

VW, another corporate enterprise with no heart. In Indian thought there are seven energy centers in the human body, called chakras. Considering this as a valid depiction, it can be said VW only exists at the level of the first three chakras, located from the base of the back to the abdominal region, thus exhibiting … Read more

For Success In Social Media, Conversation Is Not Enough—You Need Narrative

Cognitive anthropologist Bob Deutsch argues that brands seeking connections with people should be looking to enter their self-narratives, not their conversations.  Read an excerpt from this article, which first appeared in Fast Company. Let’s begin with a couple of “So What?” questions: A brand has 20 million Facebook likes. So what? A brand’s tweet “breaks … Read more

What Brand Strategists Can Learn from Celebrities

We live in a performance-based culture where celebrities are our kings and queens. Therefore, It can be instructive for marketers to understand the dynamics of mind that cause us to idolize and occasionally turn away abruptly from celebrities we once extolled. The one axiom most marketing executives understand is: When you have a blip on … Read more

How to Put Experience Back Into ‘Consumer Experience’

“Consumer experience” is one of the big buzzwords in today’s marketing lexicon. But what does it really mean and what comprises consumer experience? Most marketers plan for how best to have consumers experience the company’s brand, and have the consumer do so in a way the marketer wants consumers to experience it. Given the way … Read more

Brand as Human

“Brand” had been with us since human time began. Millennia before marketing coined the term “branding,” the how, when, and why of people “attaching” to a person, product, or idea, has been nothing less than the engine of history. Attachment is why one product is preferred over another and why people lay down their lives … Read more

Presidents, Products and Brands: Three Critical Lessons

It’s always a long road to the White House, with many potholes along the way. 2016 might pit a battle of family dynasties: Jeb v Hillary, or a tea party teetotaler. What lessons can we reflect on when pondering the every-four-year spectacle of the wrestling match between both the Democratic and Republicans contenders, and what … Read more