5min chapter

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Chloé Nwangwu | Engineering Visibility: A Behavioral Science Approach to Branding Part 1

The Unmistakable Creative Podcast

CHAPTER

How to Analyze How Your Brand Is Perceived

A brand is a system of ideas that influences behavior of other people, right? Said another way, it's a kind of influential real estate in someone's head. What we're really trying to do is analyze what are the current impression that that brand, that system of ideas is giving off. And here, behavioral science and a whole bunch of other social sciences, like semiotics, have a lot to say about connecting impressions that people have to behavior change.

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