‘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.
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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. Tessa completed her Ph D 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 healthcare, with an emphasis on provider-patient communication. Today, Tessa is the Head of Research for the Korn Ferry Institute, an Instructor with Harvard Division of Continuing Education, and co-founder of the Happy at Work Podcast.
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