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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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    £16.99

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    RRP £19.99 – you save £3.00 (15%)

    Order before 4pm today for delivery by Mon 29 Jun 2026.

    A Paperback / softback by Rory Sutherland

    20 in stock

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      Publisher: HarperCollins Publishers Inc
      Publication Date: 26/01/2021
      ISBN13: 9780062388421, 978-0062388421
      ISBN10: 0062388428
      Also in:
      Business, Finance & Law Management decision making 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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