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Branding that means business

Author: Search for this author Johnson, Matt (author); Misiaszek, Tessa (author)
Statement of Responsibility: Matt Johnson and Tessa Misiaszek
Year: 2022
Publisher: London, The Economist
Series: Economist Edge
Media group: Book/Buch
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Barcode: 01155686 Locations: 2.4.1 JOH Status: available

Content

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.

Details

Author: Search for this author Johnson, Matt (author); Misiaszek, Tessa (author)
Statement of Responsibility: Matt Johnson and Tessa Misiaszek
Year: 2022
Publisher: London, The Economist
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Classification: Search for this systematic 2.4.1
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ISBN: 978-1-78283-880-7
ISBN (2nd): 978-1-80081-277-2
Description: 232 Seiten, Illustrationen
Series: Economist Edge
Tags: Branding, Marketing, Digitalisation, Brand, Brand Management, Brand strategy, Marke, Digitalisierung, Digitisation, Markenartikel, Markenführung, Markenpolitik, Markenmanagement
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Language: eng
Media group: Book/Buch