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Informationen zum Autor Jonathan Gabay is a creative strategist, educator and writer. His career spans three decades, during which time he has held several major advertising and marketing roles, including that of Group Creative Head at Saatchi and Saatchi Direct. He has worked with some of the most respected names in the world of creative advertising, marketing, PR, the media and education. Jonathan's books are featured throughout academia and his business insights are regularly sought by news media including CNN, ABC, BBC and Bloomberg. Klappentext Why do we trust some brands more than others? How important is integrity for a brand's survival? How can brand confidence be rebuilt during a crisis? Using both new and classic insights from social psychology! cognitive psychology and neuroscience! Brand Psychology reveals the hidden processes behind why certain brands command our loyalty! trust and - most importantly - disposable income. Reputation management authority Jonathan Gabay takes readers on a tour of the corporate! political! and personal brands whose understanding of consumer psychology has either built or broken them. Suitable for marketing! branding and PR professionals! reputation management specialists and students! Brand Psychology takes examples from e-cigarette legislation! the iPhone 5S's fingerprint ID technology! Barclays' branded bikes and the London 2012 Olympics! Miley Cyrus and the UK National Health Service's big data to reveal how to build a meaningful brand that resonates with the public. Presents a robust vision for modern brand reputation strategy Zusammenfassung Combine insights from cognitive psychology, social psychology and neuroscience to reveal why we trust some brands more than others, and why some survive crises while others don't. Inhaltsverzeichnis IN THE LEFT LOBE Introduction1: Believing is not seeing, seeing is believing2: Lies, excuses and further justifications for inconvenient truths3: Brains, brands, bytes, Bolshevik brawls and teenage tantrums4: Cloud-high reputations, big media personalities and bigger data5: Smoke and mirroring6: Rings of confidence7: Egg whites, whitewash and snowflakes8: Flattered trusted minds and fluttery trusting hearts9: Under the influence10: From addictive self-interests to interesting selves11: Brand me12: Maslow: misunderstood?13: The Church of Brand Ideology. Open for redemption 24/7 IN THE RIGHT LOBE Introduction14: In the spotlight15: Can we still be friends?16: Ids and cegos17: You don't have to be mad to work here: Brand leadership and psychosis18: Big boys don't cry19: The authentic employer brand20: Brand stories: Tell - don't yell21: Rhetoric, rules, reasoning22: The final question first...
