How can advertising be designed to reach the customer's brain and influence their purchasing behavior? This foundational work provides a variety of current practical examples and explains the different approaches to accessing the customers' brains, as well as what to consider during implementation to achieve maximum success in brand communication. Contents: Neuromarketing - Millions with Neurons? Communication - Exchange of Meaning. The Autopilot - the Rediscovery of the Unconscious. Codes - the Four Access Points to the Customer's Brain. Brand Network - Actively Managing Meaning. Information Overload and Low Involvement - How Advertising Still Works. Brand Code Management® - From Product to Motives. New: Advertising Effectiveness in Digital Media and Social Media.