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

Autor Nathalie Nahai
en Limba Engleză Paperback – 2 sep 2021

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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Specificații

ISBN-13: 9781398602212
ISBN-10: 1398602213
Pagini: 264
Dimensiuni: 138 x 216 x 14 mm
Greutate: 0.31 kg
Editura: Kogan Page
Seria Kogan Page Inspire


Descriere

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.


Cuprins

Chapter - 00: Introduction; Chapter - 01: Times they are a-changin'; Chapter - 02: We demand more; Chapter - 03: Living the good life; Chapter - 04: Up close and personal - Deepening the people-business relationship; Chapter - 05: The lure of woke-washing - Values and virtue signalling; Chapter - 06: Emotionally intelligent communication - What not to do; Chapter - 07: How to recover when it hits the fan; Chapter - 08: Adapting to virtual-first relationships without losing touch; Chapter - 09: Business, unusual