“The most insightful book on branding of the last 20 years.”
- Rory Sutherland, Vice Chairman of Ogilvy
Consumers today are spoiled. With the touch of a few buttons, they can listen to any song ever-written, watch any movie ever-made, read any article ever published, or have any item delivered right to their doorstep. And with hyper-personalized ads, consumers are constantly being presented with new products that seem designed just for them.
In this fast-paced world of 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?
Today, the brand is either beloved or its noise.
To rise to this challenge, brands must reach the full expression of their potential; shaping not just what consumers buy, but how they act, feel, and relate. This requires a new perspective - one that goes beyond the business fundamentals, and into the fundamentals of human nature. Here’s where Branding that Means Business comes in.
While thoroughly grounded in the modern business literature, it draws insights from the realms of neuroscience, psychology, and even anthropology, enabling practioners to go above and beyond. Readers will learn how to leverage these human-based perspectives to cultivate exceptional brands and marketing practices.
And ultimately, to forge an endearing connection between the brand and it’s market.
Testimonials for Branding That Means Business
“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”
- Rory Sutherland, Vice Chairman of Ogilvy and author of Alchemy
“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, 2X NY Times bestselling author
“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!”
- Jacinta M. Jiménez, Psychologist, VP of Coach Innovation at BetterUp, and award-winning author of The Burnout Fix
A wonderful blend of academic insights and practical know-how
- Richard Shotton, author of The Choice Factory: 25 Behavioural Biases that Influence what We Buy
“The digital economy is also the fragmented economy: which influencers or Ai-enabled bots can customers rely on? Matt Johnson and Tessa Misiaszek brilliantly demonstrate how purpose-driven brands can inspire and guide people, businesses and - ultimately - societies in search of meaning”
- Jean-Marc Laouchez, President of the Korn Ferry Institute
“Perhaps the most important - and hardest - problem any business faces is how to create a successful brand; a brand that deeply resonates with consumers, and that doesn't get lost in the increasingly fragmented 'noise' of the modern media landscape. In this brilliant book, Johnson and Misiaszek clearly and engagingly explain the role brands play in the life of today's consumers, and how to create brands that successfully change the minds and behaviour of consumers - for good”
- Richard Chataway, Author of The Behaviour Business
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, Senior Lecturer of Business Administration, Harvard Business School
“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. It offers cogent advice on what practical steps can and should be taken to enhance the value 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 of The Value Plan
Branding That Means Business is published through Public Affairs in North America, and through Economist Books everywhere else. It is available through all major book retailers and in hardcover, paperback, ebook, and audiobook forms
For press inquiries and media, please contact:
Johanna Dickson
Senior Publicist
PublicAffairs | Bold Type Books | The Economist
Johanna.dickson@hbgusa.com