Branding that Means Business

Economist Edge: books that give you the edge

Matt Johnson, Tessa Misiaszek

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English

Economist Books
15 September 2022

Business & management; Sales & marketing

Series: Economist Edge

Brands are all around us, more entwined with our lives than ever before. They have the power to shape not just what we buy, but how we act and how we feel about ourselves.

Knowing how brands are built and add value has always been an important business skill. But, as the rules of engagement shift and change, it's become crucial. No longer the exclusive preserve of marketeers and brand managers, we all need to understand the deep interplay between brands, consumers and society in general.

With traditional communication channels imploding and internet platforms and influencers riding high, it's more important than ever that we focus on one key constant: brands only matter when they mean something to our consumers and customers. And that means understanding not just the dynamics of our markets, but also the fundamentals of human nature and behaviour.

Branding that Means Business offers a new approach that will show you how to build a meaningful brand.

By: Matt Johnson, Tessa Misiaszek
Imprint: Economist Books
Country of Publication: United Kingdom
Edition: Main
Dimensions: Height: 196mm, Width: 128mm, Spine: 22mm
Weight: 200g
ISBN: 9781788168663
ISBN 10: 1788168666
Series: Economist Edge
Pages: 240
Publication Date: 15 September 2022
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Matt Johnson is a professor, neuroscientist, and speaker. He is the author of Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains and founder of the consumer neuroscience company PopNeuro. Tessa Misiaszek is a professor of marketing at Hult International Business School and an instructor with the Harvard Division of Continuing Education. She is also co-founder of the Happy at Work Podcast.

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

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 *