Brains and Brands: Rethinking the Consumer
Wendy GordonThe Fourth Room andSally FordHutchinsonThe Thinking Shop
Wendy Gordon, the fourth Room, and Sally FordHutchinson, strategic research consultant, argue that we need to understand the brain to understand how to make sure brands win.
Companies are under huge pressure to grow profits in order to improve shareholder value and return. Successful companies and sophisticated marketers regard brand building as the way to achieve growth. But it is not easy.
'There is an evergrowing population of mediocre companies and an everdiminishing population of truly great performers.'...