"Finding out what customers can’t or won’t say is key to improving the customer experience. Dan Hill’s terrific book shows you how to accomplish this challenge."
–Bernd Schmitt
author, Customer Experience Management

"Hill takes marketers beyond the traditional consumer decision process and shows the importance of experiential branding. Not only does he describe the fundamental process of creating emotional connections with consumers, he gives tons of practical examples to show how to do it."
–Roger Blackwell, PhD
Professor of Marketing, The Ohio State University
and coauthor, Brands That Rock

"Body of Truth provides the conceptual framework and tools for marketing professionals to use to connect with consumers on an emotional level. Emotions drive behavior and rational thought validates behavior. I can fully endorse this fact based on personal experience with over 3000 research studies. Dan Hill provides the sensory foundation that sets the framework for influencing emotions. If you can influence the senses you can influence emotions and subsequently drive consumer behavior. How does this benefit marketing professionals and ad executives? It provides you consumer insight that will increase the probability that your marketing strategies will impact behavior and ultimately drive revenue for your firm."
–Lawrence Denaro
Chief Executive Officer, Q2 Brand Intelligence

"Body of Truth contributes a fresh and welcome perspective to the discipline of marketing. Dr. Dan Hill’s work will be enjoyed by all intellectually inquisitive professionals who seek to build better relationships with their customers, employees, and channel partners. Synthesizing recent developments from biology and psychology, the book highlights the primary role that sensory-emotive connections play in creating authentic relationships that drive business results. In the end, Hill reminds us that emotions enrich all of the associations that enliven a brand."
–Mike Kust
Chief Knowledge Officer, Carlson Marketing Group

"Buyers are liars! When it comes to traditional research, what consumers SAY and what they DO are often world’s apart. These revolutionary research techniques help uncover the true behavior behind all the words."
–Rob Wallace
Managing Partner, Wallace Church Inc.
global brand identity strategy and design consultants

In 1865 Arizona Territory an Apache band leader saves a 6 year old white settler boy, adopts him, and raises him as an Apache. The boy - known as Pale Horse among the Apache, grows to be a respected leader of his band, clan, tribe and other tribes. He witnesses the destruction of the Apache Nation as a free people. Yet he lives on - not as a white man, but as an Apache warrior and leader - still free after the end of the last free Americans.