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.
is supported by in-depth research in consumer psychology, interviews with industry-leading marketers, and case studies of meaningful brands, both big and small.