Make sure you are logged in when you want to read the analytic book review on key words, target group, business segment,... (see example).
When logged in you also have access to sample chapters, contents and book presentations of most of the books.
If you have no login yet, subscribe (or try for free).
The Big Lie is a route to help your business make better decisions
Social conformities and conventions exercise a massive influence over how consumers talk - even to themselves - about their needs and dreams. Consumers need to feel good on two levels – and this leads to something we call the essential duality of really creative 21st century marketing and communications.
We see success swelling for consumer-facing brands to the extent that they are able to speak to the social being and the private being, the projected self and the hidden me, without confusion or contradiction. The smart brand has to respect social norms but address the real feelings and needs which lie underneath. The book deals with many practical examples and applications of this reality.
M&SB 14 - Q2, 2016
Expert Marketer MagazineSubscribe now
This feature is reserved for subscribed people only.