Branding that Means Business

'The most insightful book on branding of the last 20 years' Rory Sutherland, Vice Chairman of OgilvyNow, 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.

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, 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, 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, A wonderful blend of academic insights and practical know-how, 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!

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.