I wrote Assemblage and Brand Hacks for you
I packed my 17+ years experience in building brands into these books. In particular, Assemblage will show you:
How to shape consumers' perceptions
Why we relate with anti-heroes, villains, and saviors
How brands can reassure consumers about the future, by leveraging the past and the present
How to utilize data and insights to deliver a personalized, human-centric consumer experience
How brands can make a positive impact on people, society and the economy
ABOUT THE BOOK
Brands can no longer force-feed us a plethora of products we don't need. To succeed, brands must transform us and the world we live in.
Assemblage guides you through the art and science of creating transformative brands by combining personal, social and cultural attributes.
There are three main parts to Assemblage:
Part 1: How Brands Can Transform Me
Part 2: How Brands Can Transform My World
Part 3: How Brands Can Transform The World
Assemblage is supported by in-depth research in consumer psychology, interviews with industry-leading marketers, and case studies of meaningful brands, both big and small.
Brand Hacks is clear and simple; no fluff, no BS. It tells you:
What consumers want in life, and from brands
What brands do it best
How to build and grow a successful brand on a dime
You can read Brand Hacks cover to cover, or just select chapters, case studies or hacks - in no particular order.
ABOUT THE BOOK
Every year, brands spend over $560 billion (and counting) to convince us to buy their products. Yet, as consumers, we have become insensitive to most advertising. We easily 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, the brands become meaningful in and of themselves.
Brand Hacks takes you on an exploratory journey, revealing why most advertising campaigns fail and examining the personal, social, and cultural meanings that successful brands bring to consumers’ everyday lives.
Most importantly, this book will show you how to use simple brand hacks to create and grow brands that deliver meaning even with a limited budget.