The magic of branding and the wondrous science of success for marketing ideas that don't make sense
How to make a miracle? Advertising legend Rory Sutherland will convince you that you must look for solutions to problems where no one else does - in the realms of apparent irrationality. Only here will you find the real motives behind the decisions of your customers, colleagues and people in general. Even our own, though few of us can admit it.
Understanding that, what influences our behavior, how to build trust in a brand, what signaling is, how to take advantage of the placebo effect and why to finally apply the findings of behavioral psychology not only in advertising, but in any business, Sutherland will give it to you in the style of the funniest and brightest companion at the party. But most importantly, you will gain the courage to try your best nonsensical ideas in the face of the rationality being promoted. Because they make sense.
Your ideas about the world and people will be shattered by insights such as:
- Logic is a tool, not a rule.
- There is nothing objective about perception, even if we are convinced otherwise.
- Efforts to reinforce rational behavior do not necessarily lead through rational arguments.
- Good estimation is also a scientific methour
- The unexpected or illogical things are much more interesting than the clearly logical ones.
- The real genius of mankind lies in the ability to be approximately right.
- The kittens in the commercial work.
