# Highly Recommended《Bran-New + Hardcover Edition + How Emotion Drives Decisions, Trends, and Movements in Business, Politics and Branding》Jeremy D. Holden - SECOND THAT EMOTION : How Decisions, Trends, & Movements Are Shaped
This Wall Street Journal bestseller in hardcover edition is a bran-new book and nicely wrapped with protective book-wrapper. The original new book is sold at usual price RM105.00. Now here Only at RM33. An advertising and communications expert traces the fascinating process whereby a passion for an idea, a politician, a celebrity, or a brand gives rise to a set of illogical beliefs that becomes the basis for a powerful movement. For businesspeople who want to see their company or brand break through, this book is both essential and entertaining reading. For the rest of us, the author provides a window into our decision-making processes, and how emotion-based illogical leaps drive our support for movements, whether they are political, commercial, or related to popular culture. ☞ Why do more than 30 percent of Americans believe President Obama is a Muslim? ☞ Why do most fans who supported Dove®'s "campaign for real beauty" feel comfortable ignoring the fact that the brand's parent company, Unilever, was also behind the Axe® campaign, a brand that has blatantly stereotyped women? ☞ Why is Yoko Ono still held responsible for the breakup of the Beatles? These and other random, yet related, questions are explained in here. An advertising and communications expert traces the fascinating process whereby a passion for an idea, a politician, a celebrity, or a brand gives rise to a set of illogical beliefs that becomes the basis for a powerful movement. Conventional wisdom has it that spin doctors and Madison Avenue are responsible for manipulating our thoughts, causing us to endorse ideas or buy products that we would otherwise reject outright. Holden shows that while advertising and propaganda can provide a spark and social media provides the kindling, individuals create consumer, political, and cultural trends based, more often than not, on thinking that they know logically to be flawed. “Second That Emotion” provides an essential and entertaining glimpse into our decision-making processes and how PASSION - for an idea, a politician , or a brand - and emotional-based illogical leaps drive our support for movements of all kinds. A clear, workable theory on how and why people developed attachments to things through history, and how to repeat the effect for your thing. "Logic is the beginning of wisdom, not the end". Very interesting. Many found Second that Emotion to be a wonderful compliment to the existing array of books about branding and consumer behavior. Jeremy Holden has broken new ground in illuminating how people develop beliefs and make decisions about brands as well as other topics in their lives. It's refreshing to see a framework about decisions, trends and movements that applies to marketing but is rooted in history and popular culture. I found his well-researched discussion of social contracts and illogical leaps to be of particular interest and directly applicable to branding strategy. There is a growing trend in marketing to think of the people who buy products & services as humans first and consumers second, where shared values between brands and people lead to loyal customers and profitable brands. It is timely that this book is focused on insights about humans yet set in a marketing context. And it's thrilling to read a book about branding that is not filled with the usual buzz words! About the Author Jeremy D. Holden, PhD (Raleigh, NC), is a branding and research strategist with twenty-five years experience consulting with global organizations. He is currently Chief Strategy Officer at Publicis New York, whose clients include P&G, Citi Group, and Nestle. Previously, Holden was Partner/Director of Account Planning at McKinney, where his clients included Audi, NASDAQ, Realogy, and Sherwin Williams. Holden's work has garnered numerous industry awards including the Sustained Success Gold Effie (the top industry award for commercially effective advertising), the AAAA Planning Gold Award, the MIXX Awards Best in Show, the Yahoo Purple Chair, and a Cannes Lion. Holden has an eclectic background having run for political office in the U.K. as well as having performed "Improv."
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