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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.
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.
- Sales Rank: #1606609 in Books
- Published on: 2012-09-18
- Released on: 2012-09-18
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .80" w x 6.34" l, 1.15 pounds
- Binding: Hardcover
- 287 pages
Review
"Second That Emotion gives voice to a simple, pervasive - but profound - fact of human thinking and reasoning: that fact-based emotions and the self-authored narratives they shape are nothing less than the engine of history. As Holden aptly points out, emotions rule the roost, and he deploys a wide palette in elucidating this crucial aspect of human existence."
- Dr. Bob Deutsch, Cognitive anthropologist and founder of Brain Sell
"A book about the 'whys' and 'hows' of cultural movements and why we not only believe the things we do but then act on those beliefs, no matter how illogical. . . . [It] is a must-read."
- David Baldwin, Former chairman of the One Show and founder of Baldwin&
"Second That Emotion smartly focuses on different types of psychographics . . .and the one consistent presence throughout all of marketing's history - the individual. For those in marketing, he makes a compelling case as to who, how, and when to target consumers based on an understanding of their emotion-based beliefs and decisions."
- Keith A. Grossman, Associate publisher for Wired
"What an excellent read! . . . Thought provoking, insightful, and full of relevance. . . . Simple to comprehend but far-reaching and comprehensive in the spectrum of concepts that it explores. . . . A meticulously researched and thoughtfully presented work, written in an entertaining style."
- Johan de Nysschen, President of Infiniti Global Limited
"Second That Emotion is a fantastic read in large part because it offers so many fascinating contradictions. It's an informative book for business-people, yet many of the examples are from history, politics, and pop culture. It's a progressive book for the digital generation, yet it's full of studiously researched examples from ancient history. I recommend [it] to anyone, most of all because it's richly entertaining."
- Jeff Jones, Chief marketing officer at Target
About the Author
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."
Most helpful customer reviews
2 of 2 people found the following review helpful.
A refreshing look at human nature and marketing
By Chris Hooper
I found Second that Emotion to be a wonderful compliment to the existing array of books about branding and consumer behavior. Jeremy Holden has broken new ground in illuminating how people develop beliefs and make decisions about brands as well as other topics in their lives. It's refreshing to see a framework about decisions, trends and movements that applies to marketing but is rooted in history and popular culture. I found his well-researched discussion of social contracts and illogical leaps to be of particular interest and directly applicable to branding strategy.
There is a growing trend in marketing to think of the people who buy products & services as humans first and consumers second, where shared values between brands and people lead to loyal customers and profitable brands. It is timely that this book is focused on insights about humans yet set in a marketing context. And it's thrilling to read a book about branding that is not filled with the usual buzz words!
4 of 5 people found the following review helpful.
A provocative read
By alice
Utilizing an evidence-building writing technique similar to that of Malcolm Gladwell in "Blink," "Outliers," and "The Tipping Point," Holden builds the case in "Second That Emotion" that every day we as humans collectively build beliefs, make brand choices, and even select lifestyles that are based on emotional and illogical bits of information or misinformation. From early history to current events, Holden takes us through example after example of the phenomenon that leads to these firmly held belief systems he calls "social contracts." This is a must read for anyone interested in the irrationality of human decision making.
2 of 2 people found the following review helpful.
How People Decide
By mdbrown
Whether it's to sell a product or cast a vote, those who feel that using logic, reason, and straight talk are the best ways to persuade the public must first read Second That Emotion.
Author Jeremy Holden, an-award winning advertising executive, shows that many of our likes and dislikes are determined by emotions and selective believing, along with other non-logical factors.
In his book, Holden classifies three basic types of people who create and then perpetuate commercial, political, and populist movements, and shows how each uses the others to form opinions. Icons and symbols are also discussed along with historic examples of successful and unsuccessful movements.
Second That Emotion is a must read for anyone who wants to understand how the public determines their feelings of likes and dislikes about companies and their products, trends, other people, and historic movements.
Mark Douglas Brown
Author
Capone: Life Behind Bars at Alcatraz
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