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portada Business Unusual: Values, Uncertainty and the Psychology of Brand Resilience (Kogan Page Inspire)
Type
Physical Book
Author
Publisher
Year
2021
Language
English
Pages
264
Format
Paperback
Dimensions
21.6x14x1.8 cm
Weight
0.31 kg.
ISBN13
9781398602212
Edition No.
1
Categories

Business Unusual: Values, Uncertainty and the Psychology of Brand Resilience (Kogan Page Inspire)

Nathalie Nahai (Author) · Kogan Page · Paperback

Business Unusual: Values, Uncertainty and the Psychology of Brand Resilience (Kogan Page Inspire) - Nahai, Nathalie

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Synopsis "Business Unusual: Values, Uncertainty and the Psychology of Brand Resilience (Kogan Page Inspire) "

It ALL feels pretty overwhelming right now. From the looming economic downturn, to racial and societal tensions threatening to boil over; people are feeling uncertain, overwhelmed and disillusioned. How do business leaders create resilient organizations that can reassure people, deliver and truly connect with a values-driven audience, often through digital-first channels? In Business Unusual, leading web psychologist Nathalie Nahai details how your customers and your people demand more than business as usual. This book details the psychology behind how we feel about businesses, their communications and their leaders in an often digital-first world. From understanding new consumer behaviour online, as well as new expectations from people including your team, this book will allow you to build a resilient business that is built on trust, an engaged and fulfilled workforce, and contextually relevant and sensitive communications and branding. Business Unusual details the trailblazers that are meeting the new expectations of business. With case studies of companies that connect with people and avoid the lure of woke-washing, learn how to develop a futureproof brand that people believe in, both in and out of the organization.

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