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Branding That Means Business
Book

Branding That Means Business

How to Build Enduring Bonds Between Brands, Consumers and Markets

Matt Johnson and Tessa Misiaszek
Public Affairs, 2022

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Editorial Rating

9

Qualities

  • Applicable
  • Concrete Examples
  • Hot Topic

Recommendation

Marketing and psychology experts Matt Johnson and Tessa Misiaszek describe brands as if they were people. They advise firms to create brands that have strong personalities, purpose and meaning. Digitization and commodification, they warn, direct consumers toward generic products. To compete, brands must inspire customers with emotion and forge links based on values and identity. Johnson and Misiaszek offer clear explanations of marketing concepts, grounding them in fascinating stories of contemporary brands that have flourished by connecting with consumers.

Take-Aways

  • Brands succeed by understanding and appealing to human nature.
  • Successful brands create functional value – a real difference in consumers’ lives.
  • An identifiable purpose can enable brands to thrive amid digital disruption.

About the Authors

Matt Johnson is a professor of marketing psychology at the Hult International Business School and head of NeuroScienceOf, a neuromarketing firm. Tessa Misiaszek is head of research at the Korn Ferry Institute, co-founder of the Happy at Work podcast and an instructor in Harvard’s Continuing Education Division.

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