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Branding That Means Business

著者： Matt Johnson, Tessa G. Misiaszek PhD
ナレーター： Stephanie Cannon
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あらすじ・解説

A revelatory guide on how to build, sustain and grow a brand.

A brand is either beloved, or it’s noise. We live in a fast-paced world of immediate gratification where consumers can listen to any song, watch any movie, or read any article, with the touch of a few buttons. They are peppered with hyper-personalized targeting for products that can be ordered seamlessly and arrive within hours. And if your brand isn’t the first to come to mind, they’ll click that button and it’ll be delivered by someone else.

So how do you make sure your brand connects with consumers? Branding that Means Business draws from the authors’ experience and business literature as well as psychology, sociology, and even anthropology to show listeners that while any brand serves the business, the mechanisms that enable it are all about connecting with people. Listeners will learn how to create, maintain, and operationalize their brand, and think creatively about how to differentiate their product and most importantly, make consumers fall in love with it.
©2022 Matt Johnson and Tessa G Misiaszek, PhD (P)2022 PublicAffairs
マーケティング Eコマース 職業・組織
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批評家のレビュー

“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

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