Branding that Means Business: Economist Edge: books that give you the edge

Branding that Means Business: Economist Edge: books that give you the edge

Branding that Means Business: Economist Edge: books that give you the edge

Branding that Means Business: Economist Edge: books that give you the edge

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Overview

'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.


Product Details

ISBN-13: 9781782838807
Publisher: Profile
Publication date: 09/15/2022
Series: Economist Edge , #1
Sold by: Barnes & Noble
Format: eBook
Sales rank: 629,110
File size: 339 KB

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.


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 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.
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