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Alchemy

Author : Rory Sutherland
Publisher : HarperCollins
ISBN 13 : 0062388436
Total Pages : 384 pages
Book Rating : 4.0/5 (623 download)

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Book Synopsis Alchemy by : Rory Sutherland

Download or read book Alchemy written by Rory Sutherland and published by HarperCollins. This book was released on 2019-05-07 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: HOW DOES MAGIC HAPPEN? The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas. "Sutherland, the legendary Vice Chairman of Ogilvy, uses his decades of experience to dissect human spending behavior in an insanely entertaining way. Alchemy combines scientific research with hilarious stories and case studies of campaigns for AmEx, Microsoft and the like. This is a must-read." —Entrepreneur ("Best Books of the Year") Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can’t be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy. Based on thirty years of field work inside the largest experiment in human behavior ever conceived—the forever-unfolding pageant of consumer capitalism—Alchemy, the revolutionary book by Ogilvy advertising legend Rory Sutherland, whose TED talks have been viewed nearly seven million times, decodes human behavior, blending leading-edge scientific research, absurdly entertaining storytelling, deep psychological insight, and practical case studies from his storied career working on campaigns for AmEx, Microsoft, and others. Heralded as “one of the leading minds in the world of branding” by NPR and "the don of modern advertising" by The Times, Sutherland is a unique thought leader, as comfortable exchanging ideas with Nobel Prize winners Daniel Kahneman and Richard Thaler (both interviewed in these pages) as he is crafting the next product launch. His unconventional and relentlessly curious approach has led him to discover that the most compelling secrets to human decision-making can be found in surprising places: What can honey bees teach us about creating a sustainable business? How could budget airlines show us how to market a healthcare system? Why is it better to be vaguely right than precisely wrong? What might soccer penalty kicks teach us about the dangers of risk-aversion? Better “branding,” Sutherland reveals, can also be employed not just to sell products, but to promote a variety of social aims, like getting people to pay taxes, improving public health outcomes, or encouraging more women to pursue careers in tech. Equally startling and profound, Sutherland’s journey through the strange world of decision making is filled with astonishing lessons for all aspects of life and business.

Added Value

Author : M. Sherrington
Publisher : Springer
ISBN 13 : 0230513484
Total Pages : 225 pages
Book Rating : 4.2/5 (35 download)

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Book Synopsis Added Value by : M. Sherrington

Download or read book Added Value written by M. Sherrington and published by Springer. This book was released on 2003-04-08 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is based upon the operating system of the company, Added Value, founded by the author, and now one of the world's largest marketing and branding consultancies. Two-thirds of the value of most companies is based on the intangible value of businesses including reputation, goodwill and know how. It is by marketing that reputation can be created and enhanced thus unlocking brand growth. With the use of many examples and case studies the author shows how the five I's process - Insight, Ideas, Innovation, Impact and Investment Return - can be used to create top-line demand-led growth and the tools and techniques available to achieve this. This is a unique approach with proven success.

Alchemy

Author : Rory Sutherland
Publisher : Random House
ISBN 13 : 0753551373
Total Pages : 301 pages
Book Rating : 4.7/5 (535 download)

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Book Synopsis Alchemy by : Rory Sutherland

Download or read book Alchemy written by Rory Sutherland and published by Random House. This book was released on 2019-05-07 with total page 301 pages. Available in PDF, EPUB and Kindle. Book excerpt: ‘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.

A New Brand World

Author : Scott Bedbury
Publisher : Penguin
ISBN 13 : 1101200286
Total Pages : 241 pages
Book Rating : 4.1/5 (12 download)

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Book Synopsis A New Brand World by : Scott Bedbury

Download or read book A New Brand World written by Scott Bedbury and published by Penguin. This book was released on 2003-02-25 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

Perfume

Author : Jean-Claude Ellena
Publisher : Skyhorse
ISBN 13 : 1628721707
Total Pages : 176 pages
Book Rating : 4.6/5 (287 download)

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Book Synopsis Perfume by : Jean-Claude Ellena

Download or read book Perfume written by Jean-Claude Ellena and published by Skyhorse. This book was released on 2011-09-15 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: To women the whole world over, perfume means glamour, and in the world of perfume, Jean-Claude Ellena is a superstar. In this one-of-a-kind book, the master himself takes you through the doors of his laboratory and explains the process of creating precious fragrances, revealing the key methods and recipes involved in this mysterious alchemy. Perfume is a cutthroat, secretive multibillion-dollar industry, and Ellena provides an insider’s tour, guiding us from initial inspiration through the mixing of essences and synthetic elements, to the deluxe packaging and marketing in elegant boutiques worldwide, and even the increasingly complicated safety standards that are set in motion for each bottle of perfume that is manufactured. He explains how the sense of smell works, using a palette of fragrant materials, and how he personally chooses and composes a perfume. He also reveals his unique way of creating a fragrance by playing with our olfactory memories in order to make the perfume seductive and desired by men and women the world over. Perfume illuminates the world of scent and manufactured desire by a perfumer who has had clients the likes of Cartier, Van Cleef & Arpels, Bulgari, and Hermés.

We-commerce

Author : Billee Howard
Publisher : TarcherPerigee
ISBN 13 : 0399173625
Total Pages : 210 pages
Book Rating : 4.3/5 (991 download)

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Book Synopsis We-commerce by : Billee Howard

Download or read book We-commerce written by Billee Howard and published by TarcherPerigee. This book was released on 2015 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: Named an Inc. Business Beach Read for Summer 2016! In WE-Commerce, visionary marketing strategist Billee Howard lays out her plan for a new vision of success and long-term, purposeful profitability in the new global, sharing economy Today, the most successful businesses and entrepreneurs thrive through connectivity, socialization, and sharing. It is an age of WE-Commerce, an economy centered on the power of "we" instead of "me," focused on the needs of the many over the few. Booming companies such as Uber and Airbnb leverage technology to create platforms that rely largely on social media and community feedback to facilitate people's ability to collaborate with one another. Instead of traditional business strategies, companies must now inspire belief and trust in their communities; collaborate with their customers; create business models that are socially and environmentally responsible; find opportunities for creative collaboration with large, global markets; and become a new generation of innovators--"artists of business." With advice from "stay small but include all" to "profit with purpose" and "embrace disruption," Billee Howard gives readers the reinvented business toolkit that they will need to effectively collaborate, co-create, and succeed in a WE-Commerce landscape, and to acquire a new set of skills that will position them as leaders in the transformed economy.

An Alchemy of Mind

Author : Diane Ackerman
Publisher : Simon and Schuster
ISBN 13 : 1439125082
Total Pages : 341 pages
Book Rating : 4.4/5 (391 download)

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Book Synopsis An Alchemy of Mind by : Diane Ackerman

Download or read book An Alchemy of Mind written by Diane Ackerman and published by Simon and Schuster. This book was released on 2012-10-30 with total page 341 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the New York Times bestselling author of The Zookeeper's Wife, an ambitious and enlightening work that combines an artist's eye with a scientist's erudition to illuminate, as never before, the magic and mysteries of the human mind. Long treasured by literary readers for her uncommon ability to bridge the gap between art and science, celebrated scholar-artist Diane Ackerman returns with the book she was born to write. Her dazzling new work, An Alchemy of Mind, offers an unprecedented exploration and celebration of the mental fantasia in which we spend our days—and does for the human mind what the bestselling A Natural History of the Senses did for the physical senses. Bringing a valuable female perspective to the topic, Diane Ackerman discusses the science of the brain as only she can: with gorgeous, immediate language and imagery that paint an unusually lucid and vibrant picture for the reader. And in addition to explaining memory, thought, emotion, dreams, and language acquisition, she reports on the latest discoveries in neuroscience and addresses controversial subjects like the effects of trauma and male versus female brains. In prose that is not simply accessible but also beautiful and electric, Ackerman distills the hard, objective truths of science in order to yield vivid, heavily anecdotal explanations about a range of existential questions regarding consciousness, human thought, memory, and the nature of identity.

Essence and Alchemy

Author : Mandy Aftel
Publisher : North Point Press
ISBN 13 : 1429936126
Total Pages : 304 pages
Book Rating : 4.4/5 (299 download)

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Book Synopsis Essence and Alchemy by : Mandy Aftel

Download or read book Essence and Alchemy written by Mandy Aftel and published by North Point Press. This book was released on 2011-04-01 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: An artisan perfumer reveals a lost art and its mysterious, sensual history. For centuries, people have taken what seems to be an instinctive pleasure in rubbing scents into their skin. Perfume has helped them to pray, to heal, and to make love. And as long as there has been perfume, there have been perfumers, or rather the priests, shamans, and apothecaries who were their predecessors. Yet, in many ways, perfumery is a lost art, its creative and sensual possibilities eclipsed by the synthetic ingredients of which contemporary perfumes are composed, which have none of the subtlety and complexity of essences derived from natural substances, nor their lush histories. Essence and Alchemy resurrects the social and metaphysical legacy that is entwined with the evolution of perfumery, from the dramas of the spice trade to the quests of the alchemists to whom today's perfumers owe a philosophical as well as a practical debt. Mandy Aftel tracks scent through the boudoir and the bath and into the sanctums of worship, offering insights on the relationship of scent to sex, solitude, and the soul. Along the way, she imparts instruction in the art of perfume compositions, complete with recipes, guiding the reader in a process of transformation of materials that continues to follow the alchemical dictum solve et coagula (dissolve and combine) and is itself aesthetically and spiritually transforming.

Designing Brand Identity

Author : Alina Wheeler
Publisher : John Wiley & Sons
ISBN 13 : 1118418743
Total Pages : 338 pages
Book Rating : 4.1/5 (184 download)

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Book Synopsis Designing Brand Identity by : Alina Wheeler

Download or read book Designing Brand Identity written by Alina Wheeler and published by John Wiley & Sons. This book was released on 2012-10-11 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity

Brand Sense

Author : Martin Lindstrom
Publisher : Simon and Schuster
ISBN 13 : 1439172013
Total Pages : 194 pages
Book Rating : 4.4/5 (391 download)

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Book Synopsis Brand Sense by : Martin Lindstrom

Download or read book Brand Sense written by Martin Lindstrom and published by Simon and Schuster. This book was released on 2010-02-02 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.

Social Media For Small Business

Author : Franziska Iseli
Publisher : John Wiley & Sons
ISBN 13 : 0730390322
Total Pages : 240 pages
Book Rating : 4.7/5 (33 download)

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Book Synopsis Social Media For Small Business by : Franziska Iseli

Download or read book Social Media For Small Business written by Franziska Iseli and published by John Wiley & Sons. This book was released on 2021-04-05 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover how social media can transform your business and help you attract more customers Social Media For Small Business delivers a step-by-step guide to unlocking the potential of social media to grow your business. Award-winning author and entrepreneur Franziska Iseli walks you through how to use Facebook, LinkedIn, Instagram, YouTube, Twitter, and Pinterest to market your small-to medium-sized business. The book provides you with: Effective marketing strategies to get more out of your social media efforts. Systems to bring structure into your entire marketing approach. Tools to make your brand irresistible across your customer touchpoints. Case studies to highlight the application of the book’s principles to the real-world Practical strategies you can put in place immediately to see a rapid return on investment Perfect for busy business owners, business managers and marketing teams wanting to find new and effective marketing tools to attract more customers, Social Media For Small Business also belongs on the bookshelves of anyone who has difficulty with or wants to learn more about how social media can have a positive impact on their business and brand.

Wizards

Author : Jack Dann
Publisher : Penguin
ISBN 13 : 1101208740
Total Pages : 428 pages
Book Rating : 4.1/5 (12 download)

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Book Synopsis Wizards by : Jack Dann

Download or read book Wizards written by Jack Dann and published by Penguin. This book was released on 2007-05-01 with total page 428 pages. Available in PDF, EPUB and Kindle. Book excerpt: Neil Gaiman, Eoin Colfer, and many more join this magical brew [that] will enchant young adult readers and their elders as well. (Publishers Weekly) In Wizards, today's master fantasists turn their hands to tales of these magical beings, living in both ancient and modern times, as well as in fantasy realms that never were. Featuring stories by New York Times bestselling authors Neil Gaiman, Eoin Colfer and Garth Nix as well as tales from Kage Baker, Peter S. Beagle, Terry Bisson, Orson Scott Card, Terry Dowling, Andy Duncan, Jeffrey Ford, Elizabeth Hand, Nancy Kress, Tanith Lee, Patricia A. McKillip, Mary Rosenblum, Tad Williams, Gene Wolfe, and Jane Yolen.

Different

Author : Youngme Moon
Publisher : Currency
ISBN 13 : 030746086X
Total Pages : 290 pages
Book Rating : 4.3/5 (74 download)

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Book Synopsis Different by : Youngme Moon

Download or read book Different written by Youngme Moon and published by Currency. This book was released on 2011-09-06 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: What if working like crazy to beat the competition did exactly the opposite, making you mediocre and more like the competition? In today’s world of overabundant consumer choices and superfluous apps, upgrades, add-ons, and features, brands have become nearly identical, as their efforts to outdo one another have pushed them into a dizzying herd of indistinct options. Youngme Moon identifies the outliers, the mavericks, the iconoclasts—the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even “hostile,” almost daring you to buy what they are selling. Using her original research on companies such as IKEA and Google, Moon will inspire you to be counterintuitive and meaningfully different—to rethink your business strategy, to stop conforming and start deviating, to stop emulating and start innovating. Because to stand out you must become the exception, not the rule.

Alchemy & Mysticism

Author : Alexander Roob
Publisher : Taschen America Llc
ISBN 13 : 9783822850381
Total Pages : 575 pages
Book Rating : 4.8/5 (53 download)

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Book Synopsis Alchemy & Mysticism by : Alexander Roob

Download or read book Alchemy & Mysticism written by Alexander Roob and published by Taschen America Llc. This book was released on 2006 with total page 575 pages. Available in PDF, EPUB and Kindle. Book excerpt: A classic, prize-winning novel about an epic migration and a lone woman haunted by the past in frontier Waipu. In the 1850s, a group of settlers established a community at Waipu in the northern part of New Zealand. They were led there by a stern preacher, Norman McLeod. The community had followed him from Scotland in 1817 to found a settlement in Nova Scotia, then subsequently to New Zealand via Australia. Their incredible journeys actually happened, and in this winner of the New Zealand Book Awards, Fiona Kidman breathes life and contemporary relevance into the facts by creating a remarkable fictional story of three women entangled in the migrations - Isabella, her daughter Annie and granddaughter Maria. McLeod's harsh leadership meant that anyone who ran counter to him had to live a life of secrets. The 'secrets' encapsulated the spirit of these women in their varied reactions to McLeod's strict edicts and connect the past to the present and future.

Brandstorm: Surviving and Thriving in the New Consumer-Led Marketplace

Author : Liz Nickles
Publisher : Macmillan
ISBN 13 : 1137096829
Total Pages : 258 pages
Book Rating : 4.1/5 (37 download)

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Book Synopsis Brandstorm: Surviving and Thriving in the New Consumer-Led Marketplace by : Liz Nickles

Download or read book Brandstorm: Surviving and Thriving in the New Consumer-Led Marketplace written by Liz Nickles and published by Macmillan. This book was released on 2012-11-13 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding has become ubiquitous, with new brands becoming word-of-mouth successes literally overnight, and many welcome the easy familiarity they bring to daily life. But now brand proliferation is threatening not only to stifle true choice in the marketplace, but to render hard-won brand identities - some decades in the making - meaningless. With today's unprecedented access to thousands of brands a day, via Twitter, Facebook, and the rest, the balance of brand power is shifting irrevocably away from the businesses behind them. In Brandstorm, branding guru Liz Nickles argues that, as a result, the brand is no longer a value proposition in itself, and that marketers and brand managers must stop the dilution and focus on meaningful, market-specific reinvention for those brands that can stand the test of time. She offers the success secrets behind leading brands like Ralph Lauren, Justin Bieber, and Revlon, and how to channel them today.

The Angels of Alchemy

Author : Damon Brand
Publisher : Createspace Independent Publishing Platform
ISBN 13 : 9781539093190
Total Pages : 170 pages
Book Rating : 4.0/5 (931 download)

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Book Synopsis The Angels of Alchemy by : Damon Brand

Download or read book The Angels of Alchemy written by Damon Brand and published by Createspace Independent Publishing Platform. This book was released on 2016-09-28 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: Alchemy is a process of change. The angels revealed in this book enable you to access personal alchemy, to change who you are, to refine yourself at the deepest level and thus attract the life you desire.Acclaimed and best-selling occult author, Damon Brand, presents a potent, yet subtle form of angelic magick. With the help of these angels you can find patience, endurance and persistence, completing projects to your satisfaction. There are angels that can speed up the flow of reality, to help bring about rapid change, and angels that work to purify and clarify your emotions. They provide emotional balance and sustenance, while giving insight into situations, revealing the easiest way to get where you want to be.The angels can aid your spiritual development and clarify the desires that lie within. These angels can support your ability to maintain integrity when faced with compromise, and give you the power to project charisma. By working with the angels you can develop your imaginative abilities and intuition. The angels can restore confidence, inspire your thoughts and help you to see visions, to obtain mystical guidance.This is a subtle and sophisticated form of ritual magick that gets the results you want by an indirect route. Rather than tackling the obvious symptoms of a problem, it works on aspects of your inner being to reorder your life. By undergoing personal transformation, you can obtain the life you want.The first style of magick explored is all about making direct requests for change. The second style of magick is evocation, where the angel is called to appear visibly, so that you can receive wisdom, guidance and change more directly.The powers conveyed by these angels are immense, because they connect you to your deepest self, making it easier to progress through life, attracting the situations and people that will bring you the most happiness. When things are difficult, these angels offer sanctuary and emotional healing. You will discover:A simple ritual process requiring no special tools.42 unique Angelic Sigils, never before published.Divine names and Words of Power that unlock the magick.The secret Keys of Evocation.The primary focus of the book is on practical magick that achieves results through inner change.

Alchemy

Author : Rory Sutherland
Publisher : W H Allen
ISBN 13 : 9780753556528
Total Pages : 0 pages
Book Rating : 4.5/5 (565 download)

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Book Synopsis Alchemy by : Rory Sutherland

Download or read book Alchemy written by Rory Sutherland and published by W H Allen. This book was released on 2021-05-13 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence. But we arent, and we dont. In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence peoples choices you have to bypass reason. The best ideas dont make rational sense: they make you feel more than they make you think. Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 million times. 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. The big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.