Alchemy the dark art and curious science of creating magic in brands business and life
Uiterlijk 21 januari in huis
HOW DOES MAGIC HAPPEN? The Ogilvy advertising legendone 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 everyoneeveryone!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 cant 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 conceivedthe forever-unfolding pageant of consumer capitalismAlchemy, 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, Sutherlands journey through the strange world of decision making is filled with astonishing lessons for all aspects of life and business.
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Taal: en
Bindwijze: Paperback
Oorspronkelijke releasedatum: 26 januari 2021
Aantal pagina's: 384
Illustraties: Nee
Hoofdauteur: Rory Sutherland
Tweede Auteur: Rory Sutherland
Hoofduitgeverij: Collins
Originele titel: Alchemy: The Magic of Original Thinking in a World of Mind-Numbing Conformity
AI-gegenereerd: Nee
Extra groot lettertype: Nee
Product breedte: 150 mm
Product hoogte: 25 mm
Product lengte: 229 mm
Studieboek: Nee
Verpakking breedte: 152 mm
Verpakking hoogte: 28 mm
Verpakking lengte: 225 mm
Verpakkingsgewicht: 797 g
eWaste: Nee
EAN: 9780062388421