Rialto Center for the Arts

Neale MartinNeale Martin is an accomplished author, consultant, speaker and college professor. He is the author of the celebrated book Habit: The 95% of Behavior Marketers Ignore, a pioneering examination of the principles of marketing in light of research from cognitive psychology and neuroscience. In Habit, Neale guides readers through the complexity of the human brain and remarkable examples of the impact of the unconscious mind across business, pop culture and daily life. Perhaps most importantly, the book lays the foundation for a habit-based approach to marketing that updates traditional marketing tenets with 21st century brain science.


Neale is also Co-Founder and Chief Executive Officer of Sublime Behavior Marketing, a marketing consulting firm that applies brain science principles to shape and change consumer and organizational behavior. Neale’s expertise in unconscious behavior has been widely embraced by some of the world’s top market researchers at leading companies in diverse industries including CPG, pharmaceutical, consumer electronics, and wireless. His work on the primacy of unconscious mental processes helps explain many of marketing’s most pernicious errors.


Neale has presented at major conferences including Marketing 50, Brand ManageCamp, Product Development and Management Association, and the Shopper Marketing Forum, headlined private events for organizations like Procter & Gamble, Ubisoft, Coca-Cola and Johnson & Johnson, and keynoted at global conventions, including the Taiwanese Excellent Branding association and the World Brand Congress in Mumbai, India. As a Professor of Innovation at the Coles College of Management at Kennesaw State University, Neale teaches MBA students, trains corporations, and coordinates an annual symposium on unconscious consumer behavior and habit-based marketing.


Neale developed his early insights into the power of habits as a counselor and program director for alcohol and drug addiction programs. After spending a year as a hospital administrator in Texas, he returned to university to earn his Ph.D. in marketing from the College of Management at the Georgia Institute of Technology. In his spare moments (of which there seems to be less and less each year), he writes novels, enjoys cheesy sci-fi television shows and spends time with his wife and daughter. He is also continually locked in a battle of wits with Calvin and Oakley, his two border collies; some days it is quite unclear who is training whom.

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