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Branding that Means Business: How to Build Enduring Bonds between Brands, Consumers and Markets (Economist Books) Hardcover – October 25, 2022

by Matt Johnson (Author), Tessa G Misiaszek PhD (Author)
4.6 4.6 out of 5 stars 45 ratings
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Previous page
  1. Print length
    240 pages
  2. Language
    English
  3. Publisher
    PublicAffairs
  4. Publication date
    October 25, 2022
  5. Dimensions
    5.8 x 1.1 x 8.6 inches
  6. ISBN-10
    1541701674
  7. ISBN-13
    978-1541701670
  8. See all details
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Editorial Reviews

Review

“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 twenty years.”―Rory Sutherland, vice chairman of Ogilvy and author of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

“This book 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 the authors wisely—and entertainingly—explain how to rise above the crowd.”―Adam Alter, professor of marketing and psychology, NYU Stern School of Business, and New York Times–bestselling author of Irresistible and Drunk Tank Pink

“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.”―Jill Avery, marketing professor at Harvard Business School

“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.”―Jean-Marc Laouchez, president of the Korn Ferry Institute

“It’s no secret that our business ecosystem is becoming increasingly complex, dynamic, and unpredictable. Applying a social neuroscience lens to branding, the authors address this problem head-on, offering readers practical steps for harnessing the fundamentals of human nature to build compelling and enduring brands that deeply connect with customers. This is an extremely engaging, no-nonsense, and accessible book that could not be more relevant in our ever-changing world of work—a must-read!”―Dr. Jacinta M. Jiménez, psychologist, VP of Coach Innovation at BetterUp, and awardwinning author of The Burnout Fix

“This book goes beyond the buzzwords and hype surrounding marketing and brand success. Johnson and Misiaszek elegantly integrate the latest thinking about brands—their purpose, value, and impact—as well as the specific lessons that today’s executives can gain from real-world cases and the latest scientific research. It then offers cogent advice on what practical steps should be taken to enhance the value that firms create for their stakeholders. This is an important and highly accessible book, filled with great examples for marketers to learn from and apply.”―Philip Sugai, professor of marketing at Doshisha Business School, and author of The Value Plan

“A wonderful blend of academic insights and practical know-how.”―Richard Shotton, author of The Choice Factory: 25 Behavioural Biases that Influence what We Buy

“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’s consumers, and how to create brands that successfully change the minds and behaviour of consumers—for good.”―Richard Chattaway, CEO of BVA Nudge Unit UK and author of The Behaviour Business

“Branding that Means Business is the right book on the shelf of any brand executive that aims to disrupt existing ways of thinking, to create strategies by breaking barriers and innovating brands to authentically bring value and create a more interesting, inspiring and rich world for the consumer.”―Neuromarketing Science & Business Association

About the Author

Matt Johnson, PhD is a speaker, researcher, and writer specializing in the application of psychology and neuroscience to marketing. Following his Ph.D. in Cognitive Psychology from Princeton University, his work has explored the science behind brand loyalty, experiential marketing, and consumer decision-making. 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. Matt is also passionate about helping brands harness insights from neuroscience, and to this end, he consults with a wide array of organizations, 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 G. Misiaszek, PhD, 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 cofounder of the Happy at Work podcast.

Product details

  • Publisher ‏ : ‎ PublicAffairs (October 25, 2022)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 240 pages
  • ISBN-10 ‏ : ‎ 1541701674
  • ISBN-13 ‏ : ‎ 978-1541701670
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 5.8 x 1.1 x 8.6 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 45 ratings

About the authors

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Previous page
  1. Matt Johnson

    Matt Johnson

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    Full content visible, double tap to read brief content.

    Matt Johnson, PhD is a speaker, researcher, and writer specializing in the application of psychology and neuroscience to marketing. Following his Ph.D. in Cognitive Psychology from Princeton University, his work has explored the science behind brand loyalty, experiential marketing, and consumer decision making. He is the author of the best-selling consumer psychology book Blindsight: The (mostly) hidden ways marketing reshapes our brains (BenBella, 2020), and Branding That Means Business (The Economist, Fall 2022).

    As a contributor to major news outlets including Psychology Today, Forbes, and BBC, he regularly provides expert opinion and thought leadership on a range of topics related to the human side of business. Matt is also passionate about helping brands use neuroscience to better understand, serve, and interact with their consumers. To this end, he consults with a wide array of brands, including as an expert-in-residence for Nike. Matt currently resides in Boston, MA, where he is a Professor of Psychology of Marketing and Hult International Business School, and an instructor at Harvard University’s Division of Continuing Education.

    Find out more on his website at mattjohnsonisme.com

    See more on the author's page
  2. Tessa G Misiaszek PhD

    Tessa G Misiaszek PhD

    Brief content visible, double tap to read full content.
    Full content visible, double tap to read brief content.

    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. Misiaszek 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 health care, with an emphasis on provider–patient communication. Today, Misiaszek is the head of research for the Korn Ferry Institute, an Instructor with Harvard Division of Continuing Education, and cofounder of the Happy at Work podcast.

    See more on the author's page
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Customer reviews

4.6 out of 5 stars
4.6 out of 5
45 global ratings
A Thought-Provoking Read on Brand Purpose and Cultural Context
5 Stars
A Thought-Provoking Read on Brand Purpose and Cultural Context
As someone with a nihilistic view towards brand purpose, I found this book to be a refreshing and insightful perspective on the importance of aligning it with the implicit goals of the consumer. The author's emphasis on the cultural context and its impact on consumer behavior was particularly illuminating, especially in the chapter on social norms. I appreciated the author's analysis of how many brands overlook the cultural context and end up replicating strategies across cultures without considering their applicability.The book's example of the Amazonian tribe effectively illustrated how there are alternate ways of perceiving reality and how many beliefs about human nature are not necessarily universal. This discussion on cultural context added an important layer to the book's exploration of brand purpose and its impact on consumer behavior.Overall, I really enjoyed reading this book and found it to be a thought-provoking analysis of brand purpose and cultural context. It is a valuable resource for marketers, branding professionals, and anyone interested in the intersection of culture and consumer behavior. I highly recommend this book to anyone looking for a fresh perspective on this topic.
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Top reviews from the United States

Nadeen Ilayan
5.0 out of 5 stars Very enjoyable and informative
Reviewed in the United States on February 17, 2023
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Fernando Arendar
5.0 out of 5 stars A Thought-Provoking Read on Brand Purpose and Cultural Context
Reviewed in the United States on March 22, 2023
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Fernando Arendar
5.0 out of 5 stars A Thought-Provoking Read on Brand Purpose and Cultural Context
Reviewed in the United States on March 22, 2023
As someone with a nihilistic view towards brand purpose, I found this book to be a refreshing and insightful perspective on the importance of aligning it with the implicit goals of the consumer. The author's emphasis on the cultural context and its impact on consumer behavior was particularly illuminating, especially in the chapter on social norms. I appreciated the author's analysis of how many brands overlook the cultural context and end up replicating strategies across cultures without considering their applicability.

The book's example of the Amazonian tribe effectively illustrated how there are alternate ways of perceiving reality and how many beliefs about human nature are not necessarily universal. This discussion on cultural context added an important layer to the book's exploration of brand purpose and its impact on consumer behavior.

Overall, I really enjoyed reading this book and found it to be a thought-provoking analysis of brand purpose and cultural context. It is a valuable resource for marketers, branding professionals, and anyone interested in the intersection of culture and consumer behavior. I highly recommend this book to anyone looking for a fresh perspective on this topic.
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Luis Fernando Jimenez
5.0 out of 5 stars Amazing book!
Reviewed in the United States on December 9, 2022
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GreenHeart
5.0 out of 5 stars Fantastic read, easy to follow with compelling stories
Reviewed in the United States on July 2, 2023
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Barbara Asamoah
5.0 out of 5 stars A Comprehensive Guide to Building Strong Brand Bonds
Reviewed in the United States on July 19, 2023
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Laura Garcerán
5.0 out of 5 stars Incredibly informative and enjoyable book
Reviewed in the United States on July 14, 2023
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Mariyam
5.0 out of 5 stars great book
Reviewed in the United States on July 14, 2023
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Ben
2.0 out of 5 stars Branding Basics
Reviewed in the United States on February 15, 2023
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Antonio Gonçalves Santos
5.0 out of 5 stars Relevante
Reviewed in Spain on January 7, 2024
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The quality of the product is too bad, the ink is smudged
2.0 out of 5 stars The quality of the product is too bad, the ink is smudged
Reviewed in India on April 28, 2023
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Matthew C.
5.0 out of 5 stars What drives consumers to engage with brands
Reviewed in the United Kingdom on October 13, 2022
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