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Author: Chris Malone
Publisher: John Wiley & Sons
ISBN: 1118611314
Category : Business & Economics
Languages : en
Pages : 208
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Book Description
Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply personal way—we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support. Applies the social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more Draws from original research, evaluating over 45 companies over the course of 10 separate studies The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.
Author: Chris Malone
Publisher: John Wiley & Sons
ISBN: 1118611314
Category : Business & Economics
Languages : en
Pages : 208
Get Book
Book Description
Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply personal way—we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support. Applies the social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more Draws from original research, evaluating over 45 companies over the course of 10 separate studies The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.
Author: Nela Dunato
Publisher:
ISBN: 9789534817117
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
Promote your business with clarity, ease, and authenticity. The Human Centered Brand is a practical branding guide for service based businesses and creatives, that helps you grow meaningful relationships with your clients and your audience. If you're a writer, marketing consultant, creative agency owner, lawyer, illustrator, designer, developer, psychotherapist, personal trainer, dentist, painter, musician, bookkeeper, or other type of service business owner, the methods described in this book will assist you in expressing yourself naturally and creating a resonant, remarkable, and sustainable brand. Read this book to learn: Why conventional branding approaches don't work for service based businesses. How to identify your core values and use them in your business and marketing decisions. Different ways you can make your business unique among all the competition. How to express yourself verbally through your website, emails, articles, videos, talks, podcasts... What makes your "ideal clients" truly ideal, and how to connect with real people who appreciate you as you are. How to craft an effective tagline. What are the most important elements of a visual brand identity, and how to use them to design your own brand. How to craft an exceptional client experience and impress your clients with your professionalism. How your brand relates to your business model, pricing, company culture, fashion style, and social impact. Whether you're a complete beginner or have lots of experience with marketing and design, you'll get new insights about your own brand, and fresh ideas you'll want to implement right away. The companion workbook, checklists, templates, and other bonuses ensure that you not only learn new information, but create a custom brand strategy on your own. Learn more at humancenteredbrand.com
Author: Emmanuel Probst
Publisher: Simon and Schuster
ISBN: 1576878023
Category : Business & Economics
Languages : en
Pages : 242
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Book Description
economics;consumer behavior;advertising;branding;brand advertising;advertising campaigns;consumer psychology;marketing;market research;digital marketing;fortune 500;business;business development;business analysis;ipsos;dr emmanuel probst; Every year, brands spend over $560 billion (and counting) to convince us to buy their products. Yet, as consumers we have become insensitive to most advertising. We easily forget brands and may switch to another product on a whim. There are ways for brands to break this cycle. Brands that succeed are the ones that help us find meaning. In this process, the brands become meaningful in and of themselves. Brand Hacks takes you on an exploratory journey, revealing why most advertising campaigns fail and examining the personal, social, and cultural meanings that successful brands bring to consumers’ everyday lives. Most importantly, this book will show you how to use simple brand hacks to create and grow brands that deliver meaning even with a limited budget. Brand Hacks is supported by in-depth research in consumer psychology, interviews with industry-leading marketers, and case studies of meaningful brands, both big and small.
Author: Emily Jeanne Miller
Publisher: HMH
ISBN: 0547734492
Category : Fiction
Languages : en
Pages : 277
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Book Description
This “compelling” novel of a family in crisis offers a “realistic portrayal of trauma and its aftermath” (The Washington Post). Stay-at-home dad Logan Pyle is holding his life together by a thread. His larger-than-life father, Gus, has just died; his wife is distant; and his kindergarten-age son has regressed to drinking from a baby bottle and sucking his thumb. Complicating matters further is Bennie, his father’s beautiful young widow—with whom Logan has a troubled past. When the thread finally snaps, Logan’s actions threaten to tear the family he treasures apart. From the author of The News from the End of the World, this “introspective and honest” novel that follows one man’s journey from child to parent is “sometimes funny, sometimes heartbreaking, but always a worthy, exciting read” (Siobhan Fallon, author of You Know When the Men Are Gone).
Author: Debbie Millman
Publisher: Simon and Schuster
ISBN: 1621533670
Category : Business & Economics
Languages : en
Pages : 271
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Book Description
We are now living in a world with over one hundred brands of bottled water. The United States alone is home to over 45,000 shopping malls. And there are more than 19 million customized beverage choices a barista can whip up at your local Starbucks. Whether it’s good or bad, the real question is why we behave this way in the first place. Why do we telegraph our affiliations or our beliefs with symbols, signs, and codes? Brand Thinking and Other Noble Pursuits contains twenty interviews with the world’s leading designers and thinkers in branding. The interviews contain spirited views on how and why humans have branded the world around us, and the ideas, inventions, and insight inherent in the search.
Author: Jane Cavalier Lucas
Publisher:
ISBN: 9781957651002
Category : Business & Economics
Languages : en
Pages : 278
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Book Description
Do you sense we are living in a new world where everything seems upside down and people are acting in unexpected ways? How can your company best show up and perform in this unpredictable, volatile environment? By creating an Enchanted Brand. An Enchanted Brand is a new tool for managing the human side of business. Unlike brands of the past designed to sell, an Enchanted Brand is designed to serve. In an era of unrelenting and unthinkable change, the Enchanted Brand is a trusted constant that people rely on for strength. It forges a new kind of emotional connection by stimulating the imagination which enables people to transcend a daunting reality. Jane Cavalier Lucas explains how an Enchanted Brand works, how to create one, and how to use one to align and empower people for the good of your organization and the world.
Author: Michael Kotick
Publisher: Archway Publishing
ISBN: 1480841285
Category : Business & Economics
Languages : en
Pages : 190
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Book Description
LIVING IN A MEDIA LANDSCAPE FILLED WITH NEW DEVELOPMENTS and rapidly evolving consumers, marketers have struggled to make sense of it all. Michael Kotick, a longtime senior marketing executive, helps you navigate the treacherous terrain in this essential guide for anyone concerned about building goodwill, boosting a brand, and making sales. Instead of overcomplicating modern marketing strategy with jargon, he explains how to use an intuitive, attraction-based framework to understand what successful marketers are doing, how theyre doing it, and where theyre headed next. He explores topics like pickup lines and why nice guys finish last, primarily using the psychology of attraction to uncover what people really want from brands today. He also shares case studies from some of the worlds best brands, including Chrysler, Burberry, and Sharpie. Go beyond Instagram envy, engagement rates, and the list of rules that marketers have created for themselves to get to the crux of the matter: being interesting and likable to Create Brand Attraction. This is not your average business book. Kotick begins by reminding us that marketers are people too, and our job is straightforward: We need to help people like our brands. From that insight, he lays out a refreshingly simple way to approach just about any new platform or marketing strategy challenge. Jason Burby, POSSIBLE, President, Americas In a refreshingly honest account of his own personal experience, Kotick succeeds at offering a how to framework without resorting to the same-old, same-old of other, far less readable, business books. Thomas Gensemer, Burson Marsteller, Chief Strategy Officer
Author: Talaya Waller
Publisher: Springer Nature
ISBN: 3030437442
Category : Business & Economics
Languages : en
Pages : 170
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Book Description
This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines. Extensively researched with numerous case studies, this book clearly outlines the strategic process of evaluating the economic value of a personal brand to manage and scale it accordingly. The author, an expert in the field of personal brand strategy and management, argues that a business is what a person or organization does, but the brand is what people expect from that person or organization. The two must align, and the book’s conceptual framework explains the theory and practice behind personal branding to accomplish this synergism. The consequence of the digital age is unprecedented visibility for individuals and businesses. As they engage with one another in more and more virtual spaces, the need for understanding and managing the evolving complexity of this ‘personal’ engagement is an economic reality. For this reason, the framework in this title provides insight and perspective on all phases of a brand in its recursive life cycle both on and offline. By providing clarity and structure to the topic as well as practical theory for its application, this title is the ultimate primer on personal branding in theory and practice.
Author: Paul Daugherty
Publisher: Harvard Business Press
ISBN: 1647821096
Category : Business & Economics
Languages : en
Pages : 152
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Book Description
Technology advances are making tech more . . . human. This changes everything you thought you knew about innovation and strategy. In their groundbreaking book, Human + Machine, Accenture technology leaders Paul R. Daugherty and H. James Wilson showed how leading organizations use the power of human-machine collaboration to transform their processes and their bottom lines. Now, as new AI powered technologies like the metaverse, natural language processing, and digital twins begin to rapidly impact both life and work, those companies and other pioneers across industries are tipping the balance even more strikingly toward the human side with technology-led strategy that is reshaping the very nature of innovation. In Radically Human, Daugherty and Wilson show this profound shift, fast-forwarded by the pandemic, toward more human—and more humane—technology. Artificial intelligence is becoming less artificial and more intelligent. Instead of data-hungry approaches to AI, innovators are pursuing data-efficient approaches that enable machines to learn as humans do. Instead of replacing workers with machines, they're unleashing human expertise to create human-centered AI. In place of lumbering legacy IT systems, they're building cloud-first IT architectures able to continuously adapt to a world of billions of connected devices. And they're pursuing strategies that will take their place alongside classic, winning business formulas like disruptive innovation. These against-the-grain approaches to the basic building blocks of business—Intelligence, Data, Expertise, Architecture, and Strategy (IDEAS)—are transforming competition. Industrial giants and startups alike are drawing on this radically human IDEAS framework to create new business models, optimize post-pandemic approaches to work and talent, rebuild trust with their stakeholders, and show the way toward a sustainable future. With compelling insights and fresh examples from a variety of industries, Radically Human will forever change the way you think about, practice, and win with innovation.
Author: Philip Kotler
Publisher: Springer Nature
ISBN: 3031223934
Category : Business & Economics
Languages : en
Pages : 222
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Book Description
H2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.
