Alchemy
Book description
HOW DOES MAGIC HAPPEN?The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas.
"Sutherland, the legendary Vice Chairman of Ogilvy, uses his decades of experience to dissect human spending behavior in an insanely entertaining way. Alchemy…
Why read it?
2 authors picked Alchemy as one of their favorite books. Why do they recommend it?
“The opposite of a good idea can still be a good idea.” Rory Sutherland is full of practical tips and examples from big brands and projects that can be applied to any business. By not being afraid of asking the dumb and obvious questions, you can open up a whole world of possibilities in your branding and experience.
From Melina's list on brainy branding that results in buying.
Even with the best practice approach, you’ll never be good at everything. Alchemy made me realize that not only is that acceptable, but it can be a good thing.
This alchemy isn’t about turning physical materials into gold, but about making the best out of your circumstances. My favorite example is Avis Rent A Car’s old slogan: “When you’re only No. 2, you try harder.” If you learn how to set expectations, almost anything can become a strength.
From Barron's list on finding your voice.
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