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Brands, Branding, and Consumerism

Personal and Social Influences on Consumption

Uncover the psychological shortcuts that shape every decision you make - and learn how to use them in business. Voted #1 in the BBH World Cup of Advertising Books Winner of the Sales and Marketing Category at the Business Book Awards Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research. Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing. 'Actionable, memorable and powerful' - Seth Godin, bestselling author of This is Marketing Now part of the Harriman House Essentials Collection, a series showcasing the very best of business and finance books.

Harriman House Essentials

The Choice Factory

'This book will make you better at your job' - Jonah Berger, bestselling author of Contagious Discover the psychological biases that shape every buying decision - and how to use them in business. Every day we make hundreds of choices, many of them commercial. What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription? These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted and marketed can radically alter how customers behave. In The Illusion of Choice, Richard Shotton, author of the acclaimed The Choice Factory, identifies the 16 and a half most important psychological biases that everyone in business needs to be aware of. Drawing on academic research, advertising campaigns and his own original field studies, he shows how any business can utilise these biases to win and retain customers, sell more products and make money. In this fascinating and highly practical guide, you'll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit - and much, much more. Full of marketing insights, The Illusion of Choice is essential for anyone seeking to understand consumer behaviour. Now part of the Harriman House Essentials Collection, a series showcasing the very best of business and finance books.

The Illusion of Choice

Vorteile<ul><li>Einfach erklärte Grundlagen der Markenstrategie und Positionierung</li><li>Ein klarer Schritt-für-Schritt-Ansatz, wie starke Marken entstehen</li><li>21 prägnante Marken-Leitplanken, die den Unterschied machen</li><li>Praxisbeispiele und Merksätze, die hängen bleiben</li><li>Direkter Nutzen für die tägliche Arbeit</li></ul> Zum Werk Was macht starke Marken aus? Warum sind manche Marken unübersehbar erfolgreich, während andere austauschbar bleiben? Und vor allem: Wie gelingt es, die eigene Marke klar zu positionieren und nachhaltig zu stärken? Mit "Ganz einfach, Marke" liefert Markenexperte Sebastian Bayer die Antworten - verständlich, praxisnah und auf den Punkt gebracht. Was den Leser erwartet:<ul><li>Einfach erklärte Grundlagen der Markenstrategie und Positionierung</li><li>Ein klarer Schritt-für-Schritt-Ansatz, wie starke Marken entstehen</li><li>21 prägnante Marken-Leitplanken, die den Unterschied machen</li><li>Praxisbeispiele und Merksätze, die hängen bleiben</li><li>Direkter Nutzen für Ihre tägliche Arbeit</li></ul>Dieses Buch zeigt, worauf es wirklich ankommt - und was man getrost weglassen können. Zielgruppe<ul><li>Führungskräfte sowie Entscheiderinnen und Entscheider</li><li>Unternehmerinnen und Unternehmer sowie Selbstständige</li><li>Marketing- und Kommunikationsteams</li><li>Alle, die ihre Marke besser verstehen und steuern wollen</li></ul>

Vorteile<ul><li>Einfach erklärte Grundlagen der Markenstrategie und Positionierung</li><li>Ein klarer Schritt-für-Schritt-Ansatz, wie starke Marken entstehen</li><li>21 prägnante Marken-Leitplanken, die den Unterschied machen</li><li>Praxisbeispiele und Merksätze, die hängen bleiben</li><li>Direkter Nutzen für die tägliche Arbeit</li></ul> Zum Werk Was macht starke Marken aus? Warum sind manche Marken unübersehbar erfolgreich, während andere austauschbar bleiben? Und vor allem: Wie gelingt es, die eigene Marke klar zu positionieren und nachhaltig zu stärken? Mit "Ganz einfach, Marke" liefert Markenexperte Sebastian Bayer die Antworten - verständlich, praxisnah und auf den Punkt gebracht. Was den Leser erwartet:<ul><li>Einfach erklärte Grundlagen der Markenstrategie und Positionierung</li><li>Ein klarer Schritt-für-Schritt-Ansatz, wie starke Marken entstehen</li><li>21 prägnante Marken-Leitplanken, die den Unterschied machen</li><li>Praxisbeispiele und Merksätze, die hängen bleiben</li><li>Direkter Nutzen für Ihre tägliche Arbeit</li></ul>Dieses Buch zeigt, worauf es wirklich ankommt - und was man getrost weglassen können. Zielgruppe<ul><li>Führungskräfte sowie Entscheiderinnen und Entscheider</li><li>Unternehmerinnen und Unternehmer sowie Selbstständige</li><li>Marketing- und Kommunikationsteams</li><li>Alle, die ihre Marke besser verstehen und steuern wollen</li></ul>

Sie brauchen dieses Buch, um einfach zu verstehen, wie Marken funktionieren und wie sie mit diesem Wissen die Führung Ihrer eigenen Marke verbessern können

Ganz einfach: Marke

THE RULES THAT MAKE US 'With the eye of an anthropologist and the clarity of a storyteller, Oliver Sweet helps us see the water we all swim in - the invisible systems that shape our choices, our communities, and even our sense of self. This book doesn't just explain culture; it restores our ability to see it - to notice what we have stopped noticing ... I read it with gratitude and a sense of recognition: this is how deep seeing begins.' Christian Madsbjerg, author of Look and Sensemaking 'Oliver Sweet does something rare: he captures cultural complexity without flattening it into easy answers. The evidence is rigorous, the thinking is nuanced, and the whole thing feels genuinely contemporary.' Rob Scotland, head of brand marketing at Veo 'A must-read for anyone who wants to understand how the world really works.' Erin Meyer, author of The Culture Map 'Anthropology in technicolour - accessible, sharp and unsettling in all the right ways. It reminds us that culture doesn't just describe who we are; it scripts what we believe is possible.' Dr Lollie Mancey, programme director at UCD Innovation Academy Oliver Sweet's book is not only a highly informative read and riotously entertaining, but it's an important book ... It is a brilliant and truthful account of how culture shapes us, and more importantly how it unites us more than divides us.' Chloe Combi, author, speaker, columnist, consultant 'Policy makers, think tankers, businesses, consultants, listen up: Forget "nudge" and "behaviour change" - culture is where it's at!' Professor Martin Holbraad, director of Ethnographic Insights Lab, UCL 'The Rules That Make Us is more than a guide to culture; it's a framework for seeing the systems that shape belief, behaviour, and belonging. What makes it powerful is that it's not just theory - it's lived anthropology, translated into a way of thinking that anyone can use. This book doesn't just describe the world; it helps you understand how to work with it.' Murray Standford, head of anthropology, Coca-Cola

How Culture Shapes the Way We Act, Think, Believe and Buy

The Rules That Make Us

Reciprocity begins with a simple but unsettling question: why have we come to believe that human beings are naturally self-interested, competitive and acquisitive? This galvanising, perspective-shifting book dismantles the myth of Homo economicus to show us the way towards a world whose realities align with our true selves.Drawing on a variety of disciplines, including anthropology, evolutionary biology, economics and social epidemiology, Richard Wilkinson demonstrates that the characteristics which we assume to be our human nature are in fact effects of the market societies we live in. He traces how various systems of exchange have created profoundly different forms of social life throughout the course of history, shaping our behaviours, motivations, and the kinds of people we become. Though it may often feel like it, the avarice and oppressions that defines the twenty-first century are not an unchangeable reality we simply have to live with.The book explains why inequality, status competition and consumerism hold so much power over us and reveals the depths to which these forces are entwined with the ever-rising crises of mental illness, political polarisation and environmental destruction. Rather than asking how we can make individuals behave better, it makes a compelling case for restructuring our societies to make life happier, meaningful and more fulfilling for one and all.Rigorously researched, bracingly practical and full of passion and hope in equal measure, Reciprocity offers a bold reinterpretation of the world we live in. It equips us with the necessary tools to look beyond and remake it in our very own, amiably human image.

Reclaiming Our Humanity from the Market

Reciprocity

'A book for the ages' - Rory Sutherland, author of Alchemy How did the world's best brands get so big? They had more than great products - they hacked the human mind. This book reveals their secrets. Richard Shotton, author of The Choice Factory and The Illusion of Choice combines with experienced CEO and business thought leader MichaelAaron Flicker to take a look at the behavioural science underpinning the success of seventeen leading brands, including Apple, Dyson, Red Bull, and Starbucks. What is it about Amazon that pulls us back again and again? How does a two-minute wait make Guinness taste better? Why do we pay more for water than we know it's worth? The answers are all in this book. Moving beyond theory, Hacking the Human Mind is a practical, accessible and engaging guide, filled with techniques to help you level up your marketing. You too can make your brand the one people reach for - without them ever really knowing why. 'This is a great book. Practical, generous and insightful' - Seth Godin, bestselling author of This is Marketing

Hacking the Human Mind

A provocative exposé of how our attention, behavior, and desires have been co-opted by the “choice box”—a curated set of options that offer a false sense of agency while funneling us down pre-determined paths controlled by a select few Choice boxes are all around us, but chances are you’ve never noticed them. Every time you click on a recommended video, rate an Uber driver, run a Google search, or invest in your 401k, you may think you’re the one calling the shots—but in reality, you’re limited to making the choices that a corporation wants you to make. Today, structured decision-making governs our lives to such an extent that we hardly see it at all. But who designs these choices, and whose interests do they serve? In Choose Your Captivity, historian Eli Cook introduces readers to the choice architects who first built these boxes and trapped us inside—from the maze-building eugenicist who invented the multiple-choice test to the marketing gurus who sold off our supermarket shelves to a few ultra-processed food giants. In less than a generation, architects like these have transformed a handful of online platforms into the richest businesses in the world. And by determining our options, controlling our actions, and even shaping our identities, they have laid the groundwork&nbsp;for the winner-takes-all game of digital capitalism that dominates us today. In a society built around the promise of free choice and personal responsibility, Cook argues, these hidden architects might just have the greatest power of all. A propulsive and vivid history, Choose Your Captivity opens readers’ eyes to the immense power of the choice box—and how to escape it.

A provocative exposé of how our attention, behavior, and desires have been co-opted by the “choice box”—a curated set of options that offer a false sense of agency while funneling us down pre-determined paths controlled by a select few Choice boxes are all around us, but chances are you’ve never noticed them. Every time you click on a recommended video, rate an Uber driver, run a Google search, or invest in your 401k, you may think you’re the one calling the shots—but in reality, you’re limited to making the choices that a corporation wants you to make. Today, structured decision-making governs our lives to such an extent that we hardly see it at all. But who designs these choices, and whose interests do they serve? In Choose Your Own Captivity, historian Eli Cook introduces readers to the choice architects who first built these boxes and trapped us inside—from the maze-building eugenicist who invented the multiple-choice test to the marketing gurus who sold off our supermarket shelves to a few ultra-processed food giants. In less than a generation, architects like these have transformed a handful of online platforms into the richest businesses in the world. And by determining our options, controlling our actions, and even shaping our identities, they have laid the groundwork&nbsp;for the winner-takes-all game of digital capitalism that dominates us today. In a society built around the promise of free choice and personal responsibility, Cook argues, these hidden architects might just have the greatest power of all. A propulsive and vivid history, Choose Your Own Captivity opens readers’ eyes to the immense power of the choice box—and how to escape it.

How Corporations Built Our Choices and Sold Our Freedom

Choose Your Captivity

In today’s hyperconnected world, businesses must embrace digital transformation while demonstrating authentic social and environmental responsibility. This edited collection explores how sustainability, technology, and branding intersect to shape corporate reputation and stakeholder trust.Bringing together leading scholars, it examines the evolving strategic role of CSR in digital ecosystems, addressing topics such as artificial intelligence, ESG disclosure, ethical branding, consumer engagement, digital activism, and transparency in sustainability communication.Through cutting-edge research and global case studies, the book offers an interdisciplinary perspective on responsible branding in the digital age. It provides valuable insights for academics, researchers, students, and practitioners seeking to strengthen brand equity, foster stakeholder engagement, and contribute to sustainable development goals.Iza Gigauri
 is Professor and Head of the Research Center for Administrative Sciences at the School of Business and Administrative Studies, The University of Georgia, Tbilisi. Her research focuses on corporate social responsibility, sustainability, marketing, entrepreneurship, and digitalization. She has authored more than 100 scientific publications and is an active keynote speaker, editor, and member of international scientific committees. She has received numerous scholarships, research grants, and awards.
 Eduardo Sánchez-García
 is Assistant Professor in the Department of Business Organization at the University of Alicante. His research focuses on organizational strategies and capabilities that drive innovation, value creation, competitiveness, and sustainable development. He has published more than 100 scientific articles, including over 70 papers in journals indexed in the Web of Science Core Collection. He has led and contributed to competitive research and knowledge-transfer projects with companies and international academic partners.
 Javier Martínez-Falcó
 is Assistant Professor in the Department of Business Organization at the University of Alicante and Research Fellow in the Department of Geography and Environmental Studies at the University of Stellenbosch. He has published articles in leading journals and edited volumes. He is co-founder of the Conference on Economics and Management of Wine Companies, the Conference on Wine Tourism, and the International Conference on Strategic Management of Wine and Food Tourism for Sustainable Regional Development.

In today’s hyperconnected world, businesses must embrace digital transformation while demonstrating authentic social and environmental responsibility. This edited collection explores how sustainability, technology, and branding intersect to shape corporate reputation and stakeholder trust.Bringing together leading scholars, it examines the evolving strategic role of CSR in digital ecosystems, addressing topics such as artificial intelligence, ESG disclosure, ethical branding, consumer engagement, digital activism, and transparency in sustainability communication.Through cutting-edge research and global case studies, the book offers an interdisciplinary perspective on responsible branding in the digital age. It provides valuable insights for academics, researchers, students, and practitioners seeking to strengthen brand equity, foster stakeholder engagement, and contribute to sustainable development goals.

Integrating Sustainability, Artificial Intelligence, and Stakeholder Engagement

CSR and Branding in the Digital World

A practical guide to building a modern brand that can effectively engage a younger, digital-native Gen Z audience by staying authentic, engaging communities, and adapting to cultural trends.From Nike to Netflix, Duford uses real world case studies from some of the most well-known brands today to illustrate key branding concepts and break down both successful and unsuccessful marketing approaches.Each chapter contains actionable frameworks to construct a successful brand strategy, including a diagnostic tool to assess your brand's situation, a step-by-step decision matrix, and a branding implementation roadmap.Marketing leaders and brand builders will come away with the confidence to abandon traditional approaches and instead embrace the transparency, strategic rule-breaking, and community co-creation that better speaks to a new generation.

Brands, Branding, and Consumerism

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