brandknewmag.com
42
The Branded Mind
Brand Relations Management:
Bridging the Gap Between
Brand Promise and Brand
Delivery
Those interested in emotional branding take
note. The Branded Mind provides an in depth
and contemporary analysis of how people think,
and how that relates to branding. De Plessis
describes consumer behavior, emotions and
moods, decision-making, market segmentation,
and brand strategy in the context of science and
philosophy. This not an easy read, but those in
search of a rich and comprehensive understand
of neuromarketing should look no further.
Brand Relations Management is a book for all
those interested in strategy and marketing. The
primary intention is to show that both brand
promise and brand delivery are necessary in
order to build a sustainable brand. The book’s
greatest strength is that it gathers and presents all
the relevant theories of brand building.
By Tony Apéria, Rolf Back
By Erik du Plessis
Emotionomics: Leveraging
Emotions for Business Success
StoryBranding: Creating StandOut Brands Through The Power
of Story
Emotionomics: Leveraging Emotions for Business
Success analyzes important breakthroughs in
brain science and facial coding to inform author
Dan Hill’s compelling conclusions and insights on
storytelling, sensory payoff, defusing skepticism
and other branding essentials. A blend of
psychological lessons and industry applications,
Emotionomics bridges the humanity of the heart
and the logic of the mind in an artful and skilled
discourse on the business of life.
By Dan Hill
Having worked on many famous brands as an
advertising executive, Jim Signorelli has found
that today, in order for advertising to be truly
effective, the brand being promoted must work the
way a good story works. Many brands continue
to get in their own way with an over-reliance on
editorialized benefits. “Today, that’s a deathwish,” says Signorelli. “To remain competitive,
brands must provide consumers with story themes
they can relate to, identify with, and share with
their tribes.
By Jim Signorelli
The Brand Gap
By Marty Neumeier
THE BRAND GAP is the first book to present a
unified theory of brand-building. Whereas most
books on branding are weighted toward either a
strategic or creative approach, this book shows
how both ways of thinking can unite to produce
a “charismatic brand”-a brand that customers
feel is essential to their lives. In an entertaining
two-hour read you’ll learn: the new definition
of brand the five essential disciplines of brandbuilding how branding is changing the dynamics
of competition the three most powerful questions
to ask about any brand why collaboration is the
key to brand-building how design determines a
customer’s experience how to test brand concepts
quickly and cheaply the importance of managing
brands from the inside 220-word brand glossary
Habit: The 95% of Behavior
Marketers Ignore
In, Habit: The 95% of Behavior Markete