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Second That Emotion: How Decisions, Trends, & Movements Are Shapedby Jeremy D Holden
Synopses & Reviews
For businesspeople who want to see their company or brand break through, this book is both essential and entertaining reading. For the rest of us, the author provides a window into our decision-making processes, and how emotion-based illogical leaps drive our support for movements, whether they are political, commercial, or related to popular culture. Why do more than 30 percent of Americans believe President Obama is a Muslim? Why do most fans who supported Dove®'s "campaign for real beauty" feel comfortable ignoring the fact that the brand's parent company, Unilever, was also behind the Axe® campaign, a brand that has blatantly stereotyped women? Why is Yoko Ono still held responsible for the breakup of the Beatles? These and other random, yet related, questions are explained in here. An advertising and communications expert traces the fascinating process whereby a passion for an idea, a politician, a celebrity, or a brand gives rise to a set of illogical beliefs that becomes the basis for a powerful movement. Conventional wisdom has it that spin doctors and Madison Avenue are responsible for manipulating our thoughts, causing us to endorse ideas or buy products that we would otherwise reject outright. Holden shows that while advertising and propaganda can provide a spark and social media provides the kindling, individuals create consumer, political, and cultural trends based, more often than not, on thinking that they know logically to be flawed.
"Branding and research strategist Holden examines the processes by which decisions are made and movements grow or stumble, drawing on a wide variety of topical subjects to illustrate his theses. Would-be social architects may be disheartened to discover that while Holden does believe we can understand the often irrational and counter-intuitive ways people arrive at their beliefs, this does not translate into shaping those beliefs according to some grand plan; contingency and happenstance still play crucial, unavoidable roles. Although engaging and entertaining, Holden's work feels more anecdotal than scientific, more pop culture than scholarly, its glib collection of just-so stories diverting without being convincing; a glimpse at the end notes reveals heavy use of sources like IMDb and Wikipedia. As a result, while this book can be recommended for its entertainment value, its utility as a serious work is open to question. Illus. Agent: Second City Publishing. (Sept.)" Publishers Weekly Copyright PWxyz, LLC. All rights reserved.
Jeremy D. Holden, PhD (Raleigh, NC), is a branding and research strategist with twenty-five years experience consulting with global organizations. He is currently Chief Strategy Officer at Publicis New York, whose clients include P&G, Citi Group, and Nestle. Previously, Holden was Partner/Director of Account Planning at McKinney, where his clients included Audi, NASDAQ, Realogy, and Sherwin Williams. Holden's work has garnered numerous industry awards including the Sustained Success Gold Effie (the top industry award for commercially effective advertising), the AAAA Planning Gold Award, the MIXX Awards Best in Show, the Yahoo Purple Chair, and a Cannes Lion. Holden has an eclectic background having run for political office in the U.K. as well as having performed "Improv."
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