Branding that Means Business: How to Build Enduring Bonds between Brands, Consumers and Markets
Matt Johnson · Tessa G Misiaszek
Oct 2022 · Hachette Audio · Narrated by Stephanie Cannon
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6 hr 9 min
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About this audiobook
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 readers that while any brand serves the business, the mechanisms that enable it are all about connecting with people. Readers 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.
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 readers that while any brand serves the business, the mechanisms that enable it are all about connecting with people. Readers 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.
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...
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About the author
Matt Johnson, PhD is a researcher, writer, and professor at Hult International Business School in San Francisco. His research focus is on applying this neuroscientific perspective to better understand consumer experience and decision making. A writer for Psychology Today, and a regular contributor to outlets such as Forbes, BBC, and Business Insider, he regularly provides expert opinion and thought leadership on a range of topics related to the human side of business. He advises both start-ups and large brands in his native Bay Area and has worked with Nike as an expert-in-residence in Portland, Oregon. He is the founder of the consumer behavior blog PopNeuro, and the author of Blindsight:The (Mostly) Hidden Ways Marketing Reshapes our Brains.
Tessa G. Misiaszek is a speaker, writer, and professor who, throughout her professional and academic experience, has examined the intersection between marketing strategy and workplace culture. Misiaszek completed her PhD at Simmons University in Boston and taught in the Simmons School of Management and Hult International Business School for several years. She also holds a master’s degree in public health and a BSc in resource economics from the University of Massachusetts Amherst. She spent nearly two decades developing human capital strategies to improve health care, with an emphasis on provider–patient communication. Today, Misiaszek is the head of research for the Korn Ferry Institute, an Instructor with Harvard Division of Continuing Education, and cofounder of the Happy at Work podcast.
Tessa G. Misiaszek is a speaker, writer, and professor who, throughout her professional and academic experience, has examined the intersection between marketing strategy and workplace culture. Misiaszek completed her PhD at Simmons University in Boston and taught in the Simmons School of Management and Hult International Business School for several years. She also holds a master’s degree in public health and a BSc in resource economics from the University of Massachusetts Amherst. She spent nearly two decades developing human capital strategies to improve health care, with an emphasis on provider–patient communication. Today, Misiaszek is the head of research for the Korn Ferry Institute, an Instructor with Harvard Division of Continuing Education, and cofounder of the Happy at Work podcast.
Matt Johnson, PhD is a researcher, writer, and professor at Hult International Business School in San Francisco. His research focus is on applying this neuroscientific perspective to better understand consumer experience and decision making. A writer for Psychology Today, and a regular contributo...
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