Branding that Means Business: An Economist Edge Book
Sep 2022 · Economist Edge Book 1 · Profile Books
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About this ebook
'The most insightful book on branding of the last 20 years' Rory Sutherland, Vice Chairman of Ogilvy
Now, more than ever, your brand is either loved - or it's noise.
In a world defined by digital products and immediate gratification, how can your brand stand out? When consumers can easily have anything, how can your brand be the one thing they can't live without?
To rise to this challenge, brands must shape not just what consumers buy, but how they act, feel and connect. This requires a new perspective, one that goes beyond business and into the fundamentals of human behaviour.
Branding that Means Business combines the latest business thinking with psychology, sociology, and anthropology to show that a brand can't serve a business unless it connects with people.
Equipped with these human-based perspectives, you'll have the tools to create, enhance and distinguish your brand in new and impactful ways - and make it a must-have in the minds and lives of your consumers.
Now, more than ever, your brand is either loved - or it's noise.
In a world defined by digital products and immediate gratification, how can your brand stand out? When consumers can easily have anything, how can your brand be the one thing they can't live without?
To rise to this challenge, brands must shape not just what consumers buy, but how they act, feel and connect. This requires a new perspective, one that goes beyond business and into the fundamentals of human behaviour.
Branding that Means Business combines the latest business thinking with psychology, sociology, and anthropology to show that a brand can't serve a business unless it connects with people.
Equipped with these human-based perspectives, you'll have the tools to create, enhance and distinguish your brand in new and impactful ways - and make it a must-have in the minds and lives of your consumers.
About the author
Matt Johnson, PhD is a speaker, neuroscientist, and consultant. He is the author of the bestselling Blindsight and co-founder of the neuromarketing firm Pop Neuro. He is also Professor of Psychology of Marketing and Hult International Business School, and an instructor at Harvard University's Division of Continuing Education.
Tessa Misiaszek is the Head of Research for the Korn Ferry Institute and an instructor with the Harvard Division of Continuing Education. She is also co-founder of the Happy at Work Podcast.
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