Rande Vick Introduces Radical Value, Challenging How Brands Measure Long-Term Value
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LOS ANGELES - illiNews -- Brand strategist Rande Vick, founder of Vick Agency, announces the release of Radical Value: Building Brands to be Uncannily Memorable, a new book that challenges how organizations define brand success in an era dominated by data, automation, and AI.

As brands gain unprecedented access to performance metrics, many are confronting an unexpected problem: despite optimizing for engagement, conversions, and loyalty scores, fewer brands are genuinely remembered. Radical Value argues that traditional metrics, while useful, overlook the deeper drivers of preference – memory, trust, belief, and meaning.

"Most companies don't fail because they lack data," says Vick. "They struggle because they've optimized the system without understanding the human mind it's meant to serve."

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Drawing on research from neuroscience, behavioral economics, and cognitive psychology, the book reframes brand strategy around how experiences are encoded in long-term memory. It builds on Vick's NeuroBrand Method™, a practical framework developed to help leadership teams align identity, experience, and communication around a single, coherent meaning.

The book features a foreword by Paul J. Zak, whose research on trust, oxytocin, and immersion has shaped how organizations understand human motivation and emotional engagement.

As artificial intelligence continues to flatten execution and content creation, Radical Value positions differentiation as an upstream challenge – less about tactics, and more about identity, coherence, and the capacity to create lasting associations in the minds of audiences. Brands that endure, Vick argues, will be those that understand how people remember, not just what they click.

Radical Value expands on Vick's earlier work in neurobranding and is written for founders, executives, and brand stewards navigating irreversible decisions about positioning, customer experience, and long-term value creation.

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About Rande Vick

Rande Vick is the founder of Vick Agency and creator of The NeuroBrand Method™. With more than 25 years of experience in brand strategy and leadership roles at Fender Musical Instruments, Yamaha Corporation, Guitar Center, and M-Audio, he is known for translating neuroscience research into practical frameworks for leadership teams. Vick is a frequent contributor to BrandingMag and Music Inc Magazine.

Vick will deliver a keynote titled "How to Build an Unforgettable Brand Using Neuroscience" at NAMM Show 2026 on January 22, 2026.

Availability

Radical Value: Building Brands to be Uncannily Memorable will be released January 15, 2026.
Learn more at: https://bit.ly/radicalvaluebook

Media & Speaking Inquiries:
Rande Vick
Vick Agency
rande@vickagency.com
626-514-1890