Innovation

The author’s methodology is underpinned by a three-year, seven million dollar neuromarketing study which investigates the subliminal effects of advertising, brands or products on some 2,000 volunteers from around the world.

One of a series of books by Colin Shaw concerning the customer experience. Being the first of this series, this book provides a theoretical overview of the customer experience with many examples from the author’s consulting practice.

Martin Lindstrom turns the tables on the marketing industry and jumps ship, detailing some of the very questions that marketers pour over when they redesign a campaign.

Kawasaki conveys the facts around building a business founded on principles of success. As former Chief Evangelist of Apple, he brings to the table his expertise and skill in winning over consumers.

The authors explore the idea of “stickiness” which was popularized by Malcolm Gladwell. The main aim of the book is to explain what makes an idea or concept interesting.

Brand Sense starts with the premise that we are all intimately familiar with our senses, but it is only when one of them is missing that we realize how important they are. In most cases, the advertising community communicates almost exclusively in visual and/or auditory terms, neglecting the other three senses.

Jonathan Gottschall is an American scholar and literary critic. Weaving together elements of neuroscience, biology, and psychology, Gottschall argues that storytelling and make-believe are central to the human experience.

This book argues that the term “brand” does not simply refer to the message conveyed to customers. Rather, it is a comprehensive package that the customer perceives about a product.

Reinventing the Wheel: The Science of Creating Lifetime Customers places its full focus on customers and how they should be the focus of any business.