Description

Book Synopsis

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 combines scientific research with hilarious stories and case studies of campaigns for AmEx, Microsoft and the like. This is a must-read. —Entrepreneur (Best Books of the Year)

Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwh

Alchemy

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    A Paperback / softback by Rory Sutherland

    £16.99

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    RRP £19.99 – you save £3.00 (15%)

    Order before 4pm today for delivery by Sat 7 Nov 2026.

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      Book details

      Publisher Harper Collins
      Imprint Collins
      Published 26 January 2021
      ISBN-13 9780062388421
      978-0062388421
      ISBN-10 0062388428
      Also in:
      Market research Social, group or collective psychology

      Description

      Book Synopsis

      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 combines scientific research with hilarious stories and case studies of campaigns for AmEx, Microsoft and the like. This is a must-read. —Entrepreneur (Best Books of the Year)

      Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwh

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