Business Unusual: Values, Uncertainty and the Psychology of Brand Resilience

Business Unusual will teach you how to build a resilient business that is built on trust, an engaged and fulfilled workforce, and the brand values that can empower you to craft resonant communications and relationships.

\n Format: Paperback / softback
\n Length: 264 pages
\n Publication date: 03 September 2021
\n Publisher: Kogan Page Ltd
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Amidst the current climate of uncertainty and disillusionment, business leaders face the daunting task of creating resilient organizations that can reassure people, deliver value, and truly connect with a values-driven audience, particularly through digital-first channels. This book delves into the psychology behind how customers and employees perceive businesses, their communications, and their leaders in the digital age. It explores the evolving dynamics shaping online behavior, the changing expectations driving both employees and consumers, and the critical factors for building a resilient business.

Understanding the new dynamics shaping online behavior is essential, as it allows business leaders to adapt their strategies and communications accordingly. This includes recognizing the importance of authenticity, empathy, and transparency in building trust with consumers. Moreover, the book emphasizes the evolving expectations driving employees, who seek meaningful work, work-life balance, and a sense of purpose in their roles.

To build a resilient business, the book advocates for a foundation of trust, an engaged and fulfilled workforce, and brand values that resonate with people. It highlights the importance of creating a culture that values diversity, inclusion, and empowerment, as well as fostering a sense of purpose and belonging among employees. By aligning business practices with these values, organizations can create a future-proof brand that people believe in, both inside and outside the organization.

Furthermore, the book offers insights from cutting-edge research and real-world case studies that demonstrate how psychological frameworks and practices can be applied to develop a future-proof brand. It explores topics such as brand identity, customer experience, and employee engagement, providing practical strategies and tools for business leaders to implement.

In conclusion, the book "Business Unusual" provides valuable insights and practical strategies for business leaders seeking to navigate the challenges of the digital age and build resilient organizations that can thrive in an uncertain world. By understanding the psychology behind customer and employee behavior, fostering trust, and aligning business practices with values, leaders can create a future-proof brand that resonates with people and drives long-term success.

\n Weight: 336g\n
Dimension: 139 x 215 x 19 (mm)\n
ISBN-13: 9781398602212\n \n