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Brand Hacks How to Build Brands by Fulfilling the Consumer Quest for Meaning

Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning

By Emmanuel Probst

Every year, brands spend over $560 billion (and counting) to convince us to buy their products. Yet, as consumers we have become insensitive to most advertising. We easily forget brands and may switch to another product on a whim. There are ways for brands to break this cycle. Brands that succeed are the ones that help us find meaning.

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Book Information

Publisher: powerHouse Books.
Publish Date: 02/22/2022
Pages: 176
ISBN-13: 9781576879825
ISBN-10: 1576879828
Language: Eng

What We're Saying

November 30, 2021

The five best Marketing & Sales books of 2021 all focus on the primary importance of people and connecting to others in meaningful ways. READ FULL DESCRIPTION

November 18, 2021

"The authors who make up this year’s Porchlight Business Book of the Year Awards longlist gift us with a feast of new ideas to explore and, even more valuable, a renewed sense of possibility.” READ FULL DESCRIPTION

Full Description

Every year, brands spend over $560 billion (and counting) to convince us to buy their products. Yet, as consumers we have become insensitive to most advertising. We easily forget brands and may switch to another product on a whim. There are ways for brands to break this cycle. Brands that succeed are the ones that help us find meaning. In this process, the brands become meaningful in and of themselves. Brand Hacks takes you on an exploratory journey, revealing why most advertising campaigns fail and examining the personal, social, and cultural meanings that successful brands bring to consumers' everyday lives. Most importantly, this book will show you how to use simple brand hacks to create and grow brands that deliver meaning even with a limited budget. Brand Hacks is supported by in-depth research in consumer psychology, interviews with industry-leading marketers, and case studies of meaningful brands, both big and small.

About the Author

Emmanuel is an SVP of Brand Health Tracking at Ipsos, teaches Consumer Market research at the University of California at Los Angeles (UCLA), and is the author of Brand Hack: How to Build Brands by Fulfilling the Consumer Quest for Meaning. Emmanuel holds an MBA in Marketing from the Universi

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