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Branding that Means Business: Economist Edge: books that give you the edge Tapa blanda – 15 septiembre 2022
Opciones de compra y complementos
'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.
- ISBN-101788168666
- ISBN-13978-1788168663
- EditorialEconomist Books
- Fecha de publicación15 septiembre 2022
- IdiomaInglés
- Dimensiones12.8 x 2.2 x 19.6 cm
- Longitud de impresión240 páginas
Comprados juntos habitualmente
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Descripción del producto
Críticas
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's executives can gain from past cases as well as the latest scientific research. It then offers cogent advice on what practical steps can and 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 ― The Value Plan
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 -- Rory Sutherland, Vice Chairman of Ogilvy and author ― Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
A wonderful blend of academic insights and practical know-how -- Richard Shotton, author ― The Choice Factory: 25 Behavioural Biases that Influence what We Buy
It's no secret that our business ecosystem is becoming increasingly complex, dynamic, and unpredictable. Applying a social neuroscience lens to branding, Johnson and Misiaszek 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! -- Jacinta M. Jiménez, Psychologist, VP of Coach Innovation at BetterUp, and award-winning author ― The Burnout Fix
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 ― The Behaviour Business
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
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, Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator, Harvard Business School
Biografía del autor
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.
Detalles del producto
- Editorial : Economist Books (15 septiembre 2022)
- Idioma : Inglés
- Tapa blanda : 240 páginas
- ISBN-10 : 1788168666
- ISBN-13 : 978-1788168663
- Peso del producto : 200 g
- Dimensiones : 12.8 x 2.2 x 19.6 cm
- Clasificación en los más vendidos de Amazon: nº1,075 en Marketing
- nº15,574 en Empresa, estrategia y gestión (Libros)
- nº108,480 en Libros en inglés
- Opiniones de los clientes:
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Para calcular el desglose general de valoraciones y porcentajes, no utilizamos un simple promedio. Nuestro sistema también considera factores como cuán reciente es una reseña y si el autor de la opinión compró el producto en Amazon. También analiza las reseñas para verificar su fiabilidad.
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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.
Revisado en los Estados Unidos el 22 de marzo de 2023
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.