Leseprobe
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Branding that Means Business
Tessa Misiaszek, Matt Johnson
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Sozialwissenschaften, Recht, Wirtschaft / Wirtschaft
Beschreibung
'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.
Rezensionen
With a solid focus on brands as important carriers of cultural meaning that enhances our lives, the authors bring a fresh, multidisciplinary approach to understanding why brands matter to and create value for consumers. This book offers focused advice for building and shepherding brands that symbolically deliver meaning that addresses the socio-cultural needs of contemporary consumers
Perhaps the most important - and hardest - problem any business faces is how to create a successful brand; a brand that deeply resonates with consumers, and that doesn't get lost in the increasingly fragmented 'noise' of the modern media landscape. In this brilliant book, Johnson and Misiaszek clearly and engagingly explain the role brands play in the life of today'
A wonderful blend of academic insights and practical know-how
<i>Branding that Means Business</i> is brimming with insight. Johnson and Misiaszek are experts on the science behind wise business decisions, and here they explain how to create enduring, meaningful brands that connect with their consumers. The business landscape has never been busier, but Johnson and Misiaszek wisely-and entertainingly-explain how to rise above the crowd
This book goes beyond the buzzwords and hype surrounding marketing and brand success, and elegantly integrates the latest thinkings about brands, their purpose, value and impacts as well as the specific lessons that today'
By bridging the gap between brain science and business effects, Matt Johnson and Tessa Misiaszek have produced the most insightful book on branding of the last 20 years
The digital economy is also the fragmented economy: which influencers or Ai-enabled bots can customers rely on? Matt Johnson and Tessa Misiaszek brilliantly demonstrate how purpose-driven brands can inspire and guide people, businesses and - ultimately - societies in search of meaning
It'
Kundenbewertungen
Book of Branding Radim Malinic, Designing Brand Identity Alina Wheeler, Branding in business, Creating a Brand Identity Catharine Slade-Brooking, marketing in business, management books, sales in business, Branding in Five and a Half Steps Michael Johnson, Business books about branding