A Brand Building Book of Strategic Concepts and Strategies Brand Glue is a book written for those serious about building sales for the short and long term, it is about taking control of your greatest asset, your brand and business future. Whether you are a small business or large organization, there are cutting edge concepts, ideas and proven strategies aimed to assist you in building a far more powerful brand experience and create a greater customer/client connection turning them into brand advocates and buy  ers of your product or service. Why leave one of the most important weapons in your business sitting idle? Create a powerful brand and have customers keep coming back for more. Over the past 25 years, branding strategist and author Paul Harmer has learned from the experts experiencing what it takes to achieve brand success. Harmer has worked with psychologists, top executives and some of the most successful brand owners on the planet. He has seen brand owners both struggle and thrive in creating the right powerful brand experience, producing the recipe for brand glue and greater profits. In Brand Glue Paul Harmer takes the hard work and mystery out of branding and creating sticky brand advocates. He shares thought provoking discoveries of how and why people consciously and subconsciously behave when it comes to choosing one brand over another. Brand Glue tales a look at edgy winning brands who have used innovative thinking and experiential engaging strategies which are needed in order to build more sales and sustain a successful business. Each chapter is filled with insightful and practical examples written in an easy to read format. "Brand Glue"looks at how to attract new business and what a business needs to do to retain existing customers. Create your own powerful unique experience using the senses, your strengths and connect with your markets most important conscious and subconscious practical and emotional needs. Whether you are a small business owner, a large corporation, aiming to grow your business then this book is a must read for brand owners, management, employees and you. Review by Trevor Tyson The word 'brand' rolls easily off just about everyone's tongue nowadays in relation to the vast array of consumer products and services. In BrandGlue, Paul Harmer examines this concept of branding in depth,and shows how the creation, marketing and customer experience of a brand goes far beyond a familiar name or an easily recognized logo. Paul gives a thorough, detailed, and step-by-step analysis of the whole branding process, from initial design principles through to the eventual customer impact and response. The message that comes across most clearly and that makes Brand Glue a unique contribution to the literature on branding is the emphasis on the total customer experience. This in cludesthe customer's emotions as well as the thoughts aroused by the brand, the perceived match between the brand promise and the value of the product or service received, and how the customer is approached and treated by the organization and its staff. Brand Glue lifts the concept of branding to a new and refreshing level: one where the customer is viewed as a whole person rather than just another consumer.This is a must read for any business owner, brand developer or person aiming to grow their business success. Trevor is the MD of Trevor Tyson Communication. Trevor was also a well respected lecturer in organisational behavior in the School of Business at Swinburne University of _________________________________________________________________ Alternative Book Stores & Locations Readings Book Stores Carlton Malvern Hawthorn St Kilda Port Melbourne 309 Lygon Street 185 Glenferrie Rd 701 Glenferrie Rd 112 Acland Street 253 Bay Street Victoria 3053 Victoria 3122 Victoria 3144 Victoria 3182 Victoria 3207 McGills Book Stores Melbourne Brisbane 187 Elizebeth Street 307 Queens St Victoria 3000 Ground Floor __________________________________________________________________________ Dymocks Book Stores Dymocks Camberwell 793 Burke Road "The Well" At Camberwell Camberwell Vic 3124 Phone : 03 9882 0032 Email : camberwell@Dymocks.com.au www.DYMOCKS.com.au Payment options |
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products that would be shipped to them. If they made no purchases, they would be able to keep the money. The products and their prices appeared on a computer screen that the participants viewed while lying in an fMRI scanner. The researchers found that when the participants were presented with the products, a subcortal brain region known as the nucleus accumbens that is associated with the anticipation of pleasure was activated. When the subjects were presented with prices that were excessive, two things happened: the brain region known as the insula was activated and a part of the brain associated with balancing gains versus losses - the medial prefrontal cortex - was deactivated.