Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life The legendary advertising guru--Ogilvy UK's vice chairman--and star of three massively popular TED Talks,…
Specifikacia Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
The legendary advertising guru--Ogilvy UK's vice chairman--and star of three massively popular TED Talks, blends the science of human behavior with his vast experience in the art of persuasion in this incomparable book that decodes successful branding and marketing in the vein of Freakonomics, Thinking Fast and Slow, and The Power of Habit.When Rory Sutherland was a trainee working on a direct mail campaign at the famed advertising firm OgilvyOne, he noticed that very small changes in design often had immense effects on the number of consumer responses. Sutherland began taking stock of each effective yet nebulous trick--"the thing which has no name"--he discovered. Yet no one he worked with knew why.
As he rose in the advertising industry, he began to understand why these things had no name: no one was interested in quantifying them, cataloguing them, or
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