Business Unusual

Values, Uncertainty and the Psychology of Brand Resilience

Business Unusual
Nathalie Nahai
RRP:
NZ$ 47.99
Our Price:
NZ$ 45.59
Paperback
h216 x 138mm - 248pg
3 Sep 2021 UK
International import eta 10-19 days
9781398602212
Out Of Stock
Currently no stock in-store, stock is sourced to your order
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.
Nathalie Nahai is a speaker, author and consultant, whose work explores persuasive technology, ethics, and the psychology behind evolving consumer behaviours. With clients including Google, Unilever and Accenture, she teaches companies how to ethically apply behavioural science to enhance their online presence, communications and customer experience. A member of the BIMA Human Insights Council, Nathalie hosts The Hive Podcast and has spoken about the impact of emerging technologies in The Atlantic, The Wall Street Journal, Business Insider, Forbes, Harvard Business Review, Stylist, The Telegraph, as well as TV and radio. She is based in Barcelona, Spain.
Status: Active
ISBN-13: 9781398602212
Published: 3 Sep 2021
Published In: United Kingdom
Imprint: Kogan Page
Publisher: Kogan Page
Format: Paperback
Height: 216mm
Width: 138mm
Pages: 248

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