Branding that Means Business

“By bridging the gap between brain science and business effects, Matt Johnson and Tessa Misiaszek have produced the most insightful book on branding of the last twenty years.”

“This book is brimming with insight. Johnson and Misiaszek are experts on the science behind wise business decisions, and here they explain how to create enduring, meaningful brands that connect with their consumers. The business landscape has never been busier, but the authors wisely—and entertainingly—explain how to rise above the crowd.”

“With a solid focus on brands as important carriers of cultural meaning that enhances our lives, the authors bring a fresh, multidisciplinary approach to understanding why brands matter to, and create value for, consumers. This book offers focused advice for building and shepherding brands that symbolically deliver meaning that addresses the socio-cultural needs of contemporary consumers.”

“The digital economy is also the fragmented economy: which influencers or AI-enabled bots can customers rely on? Matt Johnson and Tessa Misiaszek brilliantly demonstrate how purpose-driven brands can inspire and guide people, businesses, and ultimately societies in search of meaning.”

“It’s no secret that our business ecosystem is becoming increasingly complex, dynamic, and unpredictable. Applying a social neuroscience lens to branding, the authors address this problem head-on, offering readers practical steps for harnessing the fundamentals of human nature to build compelling and enduring brands that deeply connect with customers. This is an extremely engaging, no-nonsense, and accessible book that could not be more relevant in our ever-changing world of work—a must-read!”

“This book goes beyond the buzzwords and hype surrounding marketing and brand success. Johnson and Misiaszek elegantly integrate the latest thinking about brands—their purpose, value, and impact—as well as the specific lessons that today’s executives can gain from real-world cases and the latest scientific research. It then offers cogent advice on what practical steps should be taken to enhance the value that firms create for their stakeholders. This is an important and highly accessible book, filled with great examples for marketers to learn from and apply.”

“A wonderful blend of academic insights and practical know-how.”

“Perhaps the most important—and hardest—problem any business faces is how to create a successful brand; a brand that deeply resonates with consumers and that doesn’t get lost in the increasingly fragmented ‘noise’ of the modern media landscape. In this brilliant book, Johnson and Misiaszek clearly and engagingly explain the role brands play in the life of today’s consumers, and how to create brands that successfully change the minds and behaviour of consumers—for good.”