Branding that Means Business

Branding that Means Business 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 -- Adam Alter Professor of marketing and psychology, NYU Stern School of Business, NY Times bestselling author * Irresistible *
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