Sutherland Rory - Alchemy The Dark Art And Curious Science Of Creating Magic In Brands Business And Life - Paperback

Binding: Paperback
Description: 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 Am Ex 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 Am Ex 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.
Title: Alchemy The Dark Art And Curious Science Of Creating Magic In Brands Business And Life
Author(s): Sutherland Rory
Publisher: Harpercollins
Barcode: 9780062388421
Pages: 384 Pages
Language: English
Publication Date: 1/26/2021