Word: authoring
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...experiment is quintessential Lindstrom. The author, who spends 300 days a year on the road, teaching major companies how to market their brands, has an original, inquisitive mind. His new book is a fascinating look at how consumers perceive logos, ads, commercials, brands and products. Lindstrom conducted a three-year, $7 million neuromarketing study (sponsored by GlaxoSmithKline and Bertelsmann, among others) that measured the brain activity of 2,000 volunteers from around the world. Some of the results confirmed marketing-industry hunches; others flew in the face of conventional wisdom. A few findings from the well-traveled savant...
...author insists he doesn't study buyology, which he defines as "the multitude of subconscious forces that motivate us to buy," to help companies launch nefarious marketing schemes. Rather, he says, "my hope is that the huge majority will wield this same instrument for good: to better understand ourselves--our wants, our drives and our motivations--and use that knowledge for benevolent, and practical, purposes." Well, maybe. But then again, he has nothing to sell...
Guys who don't keep their word finish last, says the author, a professor of management at Cornell. Besides being the right thing to do, keeping your promises and living up to the values you espouse are good for the bottom line, he argues. Why? Because deeper employee commitment leads to lower turnover and superior customer service. To test his thesis, Simons studied 76 Holiday Inn franchises and interviewed some 100 successful executives in various fields. Says the author: "The credibility of leaders makes or breaks companies...
...support of the war) to sit through many plays about it. Even the last war that dramatically divided the nation, Vietnam, got far less attention onstage; with antiwar protests more urgent and impassioned (thanks largely to the draft), artistic comment took a backseat to political action. David Rabe, author of a memorable trilogy based on his combat experiences in Vietnam, recalls getting "turned down everywhere" before his first play, The Basic Training of Pavlo Hummel, was finally produced in 1971 by New York City's Public Theater. (The third, and best, play of his trilogy, Streamers, is being revived this...
Renowned comics artist Art Spiegelman is currently reading Samuel Beckett’s “Murphy.” Though the Pulitzer Prize winner lamented that it makes for poor travel reading, his choice of the modernist author hints at the wide array influences on his work, from everyday advertising to the highest realms of literature. Spiegelman, the politically active artist best known for his creation of “Maus,” a graphic novel based on his father’s experiences in a concentration camp, has just released “Breakdowns: Portrait...