TY  - BOOK
AU  - Nahai, Nathalie
TI  - Business unusual: : values, uncertainty and the psychology of brand resilience
SN  - 9781398602212
U1  - 381.142019 
PY  - 2022///
CY  - London
PB  - Kogan Page Ltd.
KW  - Business ethics
KW  - Consumer behavior
KW  - Internet marketing
N1  - Table of content

Chapter - 00: Introduction;Chapter - 01: Times they are a-changin';Chapter - 02: We demand more;Chapter - 03: Living the good life;Chapter - 04: Up close and personal - Deepening the people–business relationship;Chapter - 05: The lure of woke-washing - Values and virtue signalling;Chapter - 06: Emotionally intelligent communication - What not to do;Chapter - 07: How to recover when it hits the fan;Chapter - 08: Adapting to virtual-first relationships without losing touch;Chapter - 09: Business, unusual
N2  - About the book
It all feels pretty overwhelming right now. People are feeling uncertain and disillusioned. How do business leaders create resilient organizations that can reassure people, deliver and truly connect with a values-driven audience, often through digital-first channels?

Explore how your customers and your people demand more than business as usual. This book reveals the psychology behind how we feel about businesses, their communications and their leaders in a digital world. From understanding the new dynamics shaping online behaviour, to the evolving expectations driving employees and consumers, Business Unusual will teach you how to build a resilient business - one that is built on trust, an engaged and fulfilled workforce, and the brand values that can empower you to craft resonant communications and relationships.

Join the trailblazers that are transforming how we think of, and conduct, business. With insights from cutting-edge research and real-world case studies, learn how to apply psychological frameworks and practices that can help you develop a futureproof brand that people believe in, both inside and outside the organization
ER  -