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How Does It Make You Feel? Why Emotion Wins The Battle of Brands (English Edition) [Kindle Edition]

Daryl Travis , Harrison Yates

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How Does It Make You Feel? Why Emotion Wins The Battle of Brands is about the wisdom of feelings—the ability to create emotional connections with customers. It’s the story of how brands use emotional connections to create customer loyalty. It explores both the mystique and experience of brands. It shows how brands with a higher purpose—those that find meaning in how they help to improve lives—build bigger profits not through altruism but rather through the clearly defined contribution they make to the world at large. Citing examples, this book shows how to be a leading brand, as well as a leader of brands. It elaborates on what to do and what to avoid in brand creation and brand maintenance. It tells the stories of great brands big and small, with insights on how those brands achieved their success.

Über den Autor und weitere Mitwirkende

Brandtrust Founder and CEO, Daryl Travis, advises many of the largest and best brands in the world on how to create lasting emotional brand connections in the age of social marketing. A colorful and engaging storyteller, he speaks frequently on the power of brands and why deeper human insights are critical for company and brand growth. Passionate about learning and understanding more about how people think, Daryl is always reading a new book--more than one hundred each year. His voracious reading helps leverage recent breakthroughs in the social sciences to improve the consumer research process, tapping into the deeper underlying emotions and nonconscious motivations critical to revealing insights. Daryl and his wife Donnita extend his continuous learning passion as active members of Chicago's philanthropic community, volunteering time and resources to support education and literacy programs for underprivileged children throughout the city.


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Die hilfreichsten Kundenrezensionen auf (beta) 4.6 von 5 Sternen  9 Rezensionen
2 von 2 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Fantastic read 3. Februar 2014
Von Kathleen Toland - Veröffentlicht auf
Format:Gebundene Ausgabe
The science behind how brands make us feel makes us realize more and more that loyalty is all about emotional resonance. Daryl's book brings us deeper into the fold of the why's and how's behind brands and that this should be of the utmost importance for companies to tap into. Consumers will not remember the particular experience, but how it made them feel will and this will be something they will take with them for a long time to come.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Deep Emotion Takes On Big Data 21. Januar 2014
Von Jonathan Cook - Veröffentlicht auf
Format:Taschenbuch|Verifizierter Kauf
In the context of big promises about Big Data modeling of consumer behavior, Daryl Travis provides us with an important reminder that consumers don't make their decisions about where to shop and what to buy on the basis of mere data. Abstract economic theories may predict rational behavior in the marketplace, but behavioral economists have proven time and again that even the most simple decisions are suffused with irrationalities.

How Does It Make You Feel explains how the emotional motivations behind consumer behavior aren't simply errors in calculation. They're the engines that keep the economy going, and marketers who ignore them will lose the battle of the brands, no matter how big their banks of data become.

This book is a welcome reminder of the importance of in-depth qualitative methodologies in market research. Travis confronts the mismatch between individual shopping behaviors and the groupthink that dominates focus groups. He argues in favor of a sophisticated, yet deeply human, approach that, unlike the quick surveys that feed the growth of database modeling, never accepts consumers' explanations for their behavior at face value.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Understanding the Why! 20. Januar 2014
Von Matthew Styne - Veröffentlicht auf
Format:Gebundene Ausgabe
In Daryl Travis's new book, he explores the emotional drivers behind the minds of human consumers, and interestingly enough, so many of these "drivers" we as consumers are not even aware of – Daryl is. He's the CEO of Brandtrust, a qualitative brand consulting firm (there's a chapter that examines his philosophy on how he treats his employees, and it is spectacular and any business owner would benefit from reading it), but the idea of learning about the "why" reasons about consumer decisions is fascinating.

Any psychologist will tell you that the majority of human decision and emotion in rooted in the unconscious brain: the same factors apply to consumer purchases. The writing is colloquial and lucid, and Daryl cites great brand stories about IBM, Starbucks, and Zappo's, to name a few. The anecdotes are insightful and at times quite entertaining.

I highly recommend this book as a must-read for anyone working with brands, market research, or just to learn more about people.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A rewarding and enriching book that gets to the heart of growing and nurturing brands. 8. September 2014
Von Adam Max - Veröffentlicht auf
I thoroughly enjoyed Daryl Travis' journey through the heartbeat of brand strategy today and the frequent missteps marketer and strategists often make when getting lost in the facts and ignoring the feelings. Daryl does a remarkable job crafting an engaging, digestible-yet-provoking commentary on how to capture the essence of your brand. His compelling examples and stories are backed up by real-world examples from brands that have been (re)guided by Daryl and his innovative Brandtrust team.

This is a perfect read for your next business trip where you want to close the laptop for a couple of hours and expand the way you think about delivering value (however you might define it) to your customers and to your employees.

The title asks how it makes you feel and my answer is a resounding: inspired, armed and energized!
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Branding Strategy Outlined 8. Januar 2014
Von Jeannie C. Walters - Veröffentlicht auf
Format:Gebundene Ausgabe
Peppered with great case studies and compelling people to meet, including one of my favorites, Michael Abrashoff, this book is a really interesting way to dissect branding and what it really, truly means to a company. Semantics aside, branding and customer experience only work when they connect with people in very real ways. This book outlines a strong strategy on how to do that the right way. Highly recommend it!
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