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Branding Between the Ears: Using Cognitive Science to Build Lasting Customer Connections
Build a “cognitive brand” that connects with your customers in the deepest, most meaningful ways Successful marketing is all about unlocking the door to peoples’ thoughts, feelings, memories, and fantasies. Tap into one or more of these, and your brand will stick forever. In Branding Between the Ears, world-renowned marketing thought leader Sandeep Dayal explains how to leverage behavioral psychology, social anthropology, and neuroscience to decode what goes on in consumer minds—and create effective marketing strategies to build the kind of loyalty that fuels today’s iconic brands. Dayal reveals that most successful cognitive brands are architected around three questions consumers ...
Right Between the Ears
Your brand is what peoples' brains make of it. Right Between the Ears lays out an entirely new approach, based on years of development and real-world testing, that Dayal calls Cognitive Branding, for designing and building epic brands. He uses the theories of behavioural science to understand how to successfully market a brand, and has used his concept of 'cognitive branding' with top brands like Kraft, Phillips, Unilever and Mastercard to name just a few. That coding and decoding, the mantra for how to make connections in the brain that drive consumers to buy the chosen brands, is the Holy Grail that marketers seek, and Right Between the Ears delivers just that.
Development of Sea Urchins, Ascidians, and Other Invertebrate Deuterostomes: Experimental Approaches
This book provides a practical guide to experimental methods for studying the development of invertebrate deuterostomes, such as sea urchins, ascidians, hemichordates, and amphioxus. These model organisms are of contemporary and historical importance to the study of developmental biology, particularly genomic research. The chapters provide detailed experimental protocols that cover a broad range of topics in modern experimental methods. Topics covered range from rearing embryos to the care of adult animals, while also presenting the basic experimental methods including light and electron microscopy, used to study gene expression, transgenics, reverse genetics, and genomic approaches. * Covers a wide range of methods, from classical embryology through modern genomics * Discusses animals related to vertebrates, providing a valuable evolutionary perspective * Includes a practical guide to the use of sea urchins in the teaching laboratory
The Music Room
When Namita is ten, her mother takes her to Dhondutai, a respected Mumbai music teacher from the great Jaipur Gharana. Dhondutai has dedicated herself to music and her antecedents are rich. She is the only remaining student of the legendary Alladiya Khan, the founder of the gharana and of its most famous singer, the tempestuous songbird, Kesarbai Kerkar. Namita begins to learn singing from Dhondutai, at first reluctantly and then, as the years pass, with growing passion. Dhondutai sees in her a second Kesar, but does Namita have the dedication to give herself up completely to music—or will there always be too many late nights and cigarettes? Beautifully written, full of anecdotes, gossip and legend, The Music Room is perhaps the most intimate book to be written about Indian classical music yet.
Managing Brand Transgressions
Boeing Max 737’s twin crashes, Volkswagen’s Dieselgate scandal, worms in Cadbury’s chocolates, cyanide in Tylenol, the #MeToo movement... In the past 24–48 hours, chances are you have read about a brand believed to have transgressed in some part of the world. These and other transgressions – real or perceived – plague company brands and, as in the case of the #MeToo movement, human brands, routinely and globally. And they often come with serious consequences: consumer injury, billions of dollars in recovery and restitution, legal nightmares, bankruptcy, and damage to the brand. Despite their universal prevalence, negative outcomes, and the justified media frenzy around their occu...
Sweet Spot
What if your business could make growth and innovation look easy? What if you could beat the competition day in and day out? You can. Sweet Spot shows you how to align all the vital parts of your business to create a competitive advantage and long-lasting success. You’ll learn how to bring smart marketing together with good leadership to find your business’s sweet spot.
Customer-centered Telecommunications Services Marketing
Offering telecom service providers a survival strategy based on customer-centered marketing, this forward-looking resource helps strategic planners and managers assess their company's market potential and target desirable segments successfully.
Trust Agents
The 10th Anniversary Edition of Trust Agents helps companies get back on track in their efforts to build reputation, attention, and trust. In the years since authors Chris Brogan and Julien Smith first released their groundbreaking book Trust Agents, social media channels have become inundated by questionable, low-quality content. As a result, many businesses have suffered from damaged reputations and poorly performing social media initiatives. The power of social media is as strong as ever, yet businesses are struggling when trying to re-capture the trust and attention of their audience. This special 10th Anniversary Edition of Trust Agents helps companies of all kinds regain their reputati...
The NIH Catalyst
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Comprehensive Textbook on Vitiligo
Vitiligo is a disorder having a significant impact in dark-skinned individuals. Along with the historical, cultural, and psychological aspects of the disease the multifactorial pathogenesis of this disorder is discussed in detail with special emphasis on the newer hypotheses proposed in the causation. Descriptions of the clinical aspects of the disease are supplemented with clinical photographs covering the latest therapeutic and surgical treatment options. Nonconventional treatments such as cosmetic camouflage and tattooing are also discussed. Topics of controversy such as the role of diet, patient selection for surgery, and so on, are covered in depth. Key Features Discusses the recent advances in treatment Evidence-based approach Quality of life and psychological aspects covered Nonconventional treatment options included with practical tips on vitiligo surgery Controversial topics covered
