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'A breakthrough book. Wonderfully applicable to everything in life,
and funny as hell.' Nassim Nicholas Taleb Why is Red Bull so
popular - even though everyone hates the taste? Why do countdown
boards on platforms take away the pain of train delays? And why do
we prefer stripy toothpaste? Discover the alchemy behind original
thinking, as TED Talk superstar and Ogilvy advertising legend Rory
Sutherland reveals why abandoning logic and casting aside
rationality is the best way to solve any problem. In his first book
he blends cutting-edge behavioural science, jaw-dropping stories
and a touch of branding magic on his mission to turn us all into
idea alchemists. He shows how economists, businesses and
governments have got it all wrong: we are not rational creatures
who make logical decisions based on evidence. Instead, the big
problems we face every day, whether as an individual or in society,
could very well be solved by thinking less logically. To be
brilliant, you have to be irrational.
Engineers plan transport systems, people use them. But the ways in
which an engineer measures success - speed, journey time,
efficiency - are often not the way that passengers think about a
good trip. We are not cargo. We choose how and when to travel,
influenced not only by speed and time but by habit, status,
comfort, variety - and many other factors that engineering
equations don't capture at all. As we near the practical, physical
limits of speed, capacity and punctuality, the greatest hope for a
brighter future lies in adapting transport to more human wants and
needs. Behavioural science has immense potential to improve the
design of roads, railways, planes and pavements - as well as the
ways in which we use them - but only when we embrace the messier
reality of transport for humans. This is the moment. Climate
change, the coronavirus pandemic and changing work-life priorities
have shaken up long-held assumptions. There is a new way forward.
This book maps out how to design transport for humans.
How can marketers navigate the growing array of marketing
specialties, media options, and data sources? How can they provide
consumers with seamless experiences of value across channels that
overcome behavioral barriers and actually deliver results? In The
Activation Imperative, William Rosen and Laurence Minsky provide a
straightforward guide for marketers to move beyond building brands
to activating them-from simply projecting what a brand is to
optimizing what it does-to move people closer to transaction.
Drawing on years of research and experience with the world's most
sophisticated brands, Rosen and Minsky share a unifying
cross-discipline marketing approach designed to impact critical
behaviors and more effectively drive business results. With
actionable advice and best-in-class examples, Rosen and Minsky
offer marketers a road map to manage today's increasingly
fragmented marketing landscape to more efficiently build their
brands and their business.
How can marketers navigate the growing array of marketing
specialties, multiplying media options and data sources, and
increasing content saturation to improve effectiveness and return
on investment? How can they provide consumers with seamless
experiences of value across channels that overcome behavioral
barriers and actually deliver results? In The Activation
Imperative, William Rosen and Laurence Minsky provide a
straightforward guide for marketers to move beyond building brands
to activating them-from simply projecting what a brand is to
optimizing what it does-to move people closer to transaction.
Drawing on years of research and experience with the world's most
sophisticated brands, Rosen and Minsky share a unifying
cross-discipline marketing approach designed to impact critical
behaviors and more effectively drive business results. They reveal
how today's more personalized and trackable communications
illuminate tremendous diversity in paths-to-purchase and explain
how to leverage this data to develop more effective strategies and
creative targeted to individual inflection points. With actionable
advice and best-in-class examples, Rosen and Minsky offer marketers
a road map to manage today's increasingly fragmented marketing
landscape to more effectively and efficiently build brands and
business.
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Loot
Nadine Gordimer
Paperback
(2)
R398
R330
Discovery Miles 3 300
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