Alpinestars

Alchemy: The Dark Art and Curious Science of Creating Magic in Brands,

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 AmEx, 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 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, Sutherland's journey through the strange world of decision making is filled with astonishing lessons for all aspects of life and business.

Price: 19.09 USD

Location: East Hanover, New Jersey

End Time: 2024-11-12T11:23:19.000Z

Shipping Cost: 0 USD

Product Images

Alchemy: The Dark Art and Curious Science of Creating Magic in Brands,Alchemy: The Dark Art and Curious Science of Creating Magic in Brands,

Item Specifics

Return shipping will be paid by: Buyer

All returns accepted: Returns Accepted

Item must be returned within: 60 Days

Refund will be given as: Money Back

Return policy details:

EAN: 9780062388421

UPC: 9780062388421

ISBN: 9780062388421

MPN: N/A

Book Title: Alchemy: The Dark Art and Curious Science of Creat

Number of Pages: 384 Pages

Publication Name: Alchemy : the Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

Language: English

Publisher: HarperCollins

Subject: Decision-Making & Problem Solving, Finance, Social Psychology, Marketing / Research

Publication Year: 2021

Item Height: 0.9 in

Item Weight: 12.7 Oz

Type: Textbook

Item Length: 9 in

Subject Area: Education, Psychology, Business & Economics

Author: Rory Sutherland

Item Width: 6 in

Format: Trade Paperback

Recommended

Alchemy : The Dark Art and Curious Science of Creating Magic in Brands, Busin...
Alchemy : The Dark Art and Curious Science of Creating Magic in Brands, Busin...

$17.73

View Details
Chemistry: The Central Science (12th Edition) - Hardcover - GOOD
Chemistry: The Central Science (12th Edition) - Hardcover - GOOD

$6.30

View Details
Why We Love: The Nature and Chemistry of Romantic Love - Paperback - VERY GOOD
Why We Love: The Nature and Chemistry of Romantic Love - Paperback - VERY GOOD

$4.39

View Details
Ingenium - Alchemy of the Magical Mind by Frater Acher: New
Ingenium - Alchemy of the Magical Mind by Frater Acher: New

$46.94

View Details
The Wild Unknown Alchemy Deck and Guidebook (Official Keepsake Box Set) (Cards)
The Wild Unknown Alchemy Deck and Guidebook (Official Keepsake Box Set) (Cards)

$36.79

View Details
Slavic Kitchen Alchemy: NourishingHerbal Remedies, Magical Recipes - VERY GOOD
Slavic Kitchen Alchemy: NourishingHerbal Remedies, Magical Recipes - VERY GOOD

$20.87

View Details
Acoustic Alchemy : Early Alchemy CD (1999)
Acoustic Alchemy : Early Alchemy CD (1999)

$6.47

View Details
The Alchemy Of Peace: 6 Essential Shifts In Mindsets And Habits To Achieve ...
The Alchemy Of Peace: 6 Essential Shifts In Mindsets And Habits To Achieve ...

$17.42

View Details
The Alchemy of Yoga: Comentaries on the Yoga Sutras of Patanjali, 2nd  - GOOD
The Alchemy of Yoga: Comentaries on the Yoga Sutras of Patanjali, 2nd - GOOD

$13.19

View Details
The Secrets of Alchemy by Lawrence M Principe: New
The Secrets of Alchemy by Lawrence M Principe: New

$23.94

View Details