Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life - Marjane Mall - Image 1
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Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

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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 combine...

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Description produit
Marque
GENERIC
Titre principal
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Editeur
Mariner Books
Type de produit
Paperback
Présentation du livre
Paperback
Release date
1/26/2021 12:00:00 AM
Langue d'origine
English
ISBN
62388428
Dimensions
6 x 0.86 x 9 inches
Nombre de pages de livre
384 pages
Langue - Librairie
English
Résumé
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 byOgilvy 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
Auteur(s)
Rory Sutherland
Date de parution
1/26/2021 12:00:00 AM