Branding that Means Business (Paperback)
Economist Edge: books that give you the edge
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New in the Economist Edge series: how brands can create enduring bonds with customers and markets in the post-digital age of social influence.
'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.
Branding that Means Business (Ebook)
Economist Edge: books that give you the edge
Buy from
New in the Economist Edge series: how brands can create enduring bonds with customers and markets in the post-digital age of social influence.
'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.
Branding that Means Business (Audiobook)
Economist Edge: books that give you the edge
Buy from
New in the Economist Edge series: how brands can create enduring bonds with customers and markets in the post-digital age of social influence.
'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.
Reviews for Branding that Means Business
Adam Alter Professor of marketing and psychology, NYU Stern School of Business, NY Times bestselling author Irresistible
Philip Sugai, Professor of Marketing at Doshisha Business School and author The Value Plan
Rory Sutherland, Vice Chairman of Ogilvy and author Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Richard Shotton, author The Choice Factory: 25 Behavioural Biases that Influence what We Buy
Jacinta M. Jiménez, Psychologist, VP of Coach Innovation at BetterUp, and award-winning author The Burnout Fix
Richard Chattaway, CEO of BVA Nudge Unit UK and author The Behaviour Business
Jean-Marc Laouchez, President of the Korn Ferry Institute
Jill Avery, Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator, Harvard Business School
Matt Johnson
Matt Johnson, PhD is a speaker, researcher, and writer specializing in the application of psychology and neuroscience to marketing. He is the author of the best-selling consumer psychology book Blindsight, and a regular contributor to major news outlets including Psychology Today, Forbes, and BBC. As the co-founder of the neuromarketing firm Pop Neuro, he also consults with a wide range of brands, including as an expert-in-residence for Nike. He is a Professor of Psychology of Marketing and Hult International Business School, and an instructor at Harvard University's Division of Continuing Education. You can find more about his work and writing at mattjohnsonisme.com.
Tessa Misiaszek
Tessa G. Misiaszek is a speaker, writer and professor who throughout her professional and academic experience has examined the intersection between marketing strategy and workplace culture. Tessa completed her PhD at Simmons University in Boston and taught in the Simmons School of Management and Hult International Business School for several years. She also holds a master's degree in public health and a BSc in resource economics from the University of Massachusetts Amherst. She spent nearly two decades developing human capital strategies to improve healthcare, with an emphasis on provider-patient communication. Today, Tessa is the Head of Research for the Korn Ferry Institute, an Instructor with Harvard Division of Continuing Education, and co-founder of the Happy at Work Podcast.