Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning

(Hardback)

Publishing Details

Classifications

Physical Properties

Description

Every year, brands spend over $560 billion (and counting) to convince us to buy theirproducts. Yet, as consumers we have become insensitive to most advertising. Weeasily forget brands and may switch to another product on a whim.

There are ways for brands to break this cycle.

Brands that succeed are the ones that help us find meaning. In this process, thebrands become meaningful in and of themselves.

Brand Hacks takes you on an exploratory journey, revealing why most advertisingcampaigns fail and examining the personal, social, and cultural meanings thatsuccessful brands bring to consumers everyday lives.

Most importantly, this book will show you how to use simple brand hacks to createand grow brands that deliver meaning even with a limited budget.

Brand Hacks is supported by in-depth research in consumer psychology, interviews with industry-leading marketers, and case studies of meaningful brands, both big and small.

Reviews

Across 10 chapters, Probst leverages his own insights as well as in-depth research in consumer psychology, interviews with industry-leading marketers and case studies to offer simple brand hacks that help brands deliver meaning, whether theyre world-class companies like Coca-Cola or underdogs striving to be category leaders. -- Kait Shea * Event Marketer magazine *

Author Bio

Emmanuel is an SVP of Brand Health Tracking at Ipsos, teaches Consumer Market research at the University of California at Los Angeles (UCLA), and is the author ofBrand Hack: How to Build Brands by Fulfilling the Consumer Quest for Meaning.Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom.