BRANDcebo: The Placebo Effect of Brands - Paperback

by Doron Malka (Author)

Can brands make us stronger? Can they make us faster? Can they change our tastes, or make us warmer - physically? A lot has been written about the mental and emotional effects of brands. In BRANDcebo, Doron Malka is taking us through an extraordinary journey to investigate the ultimate power brands possess: the power to change us physiologically. BRANDcebo coalesces Doron's over 20 years of practical experience building brands and marketing campaigns for notable national and international companies with his vast academic studies, which culminated in his ground-breaking brand placebo experiment. In this experiment, Doron was able to demonstrate the placebo effect of Nike on children's running performance, and the negative spillover power of that effect on the performance of competing brands - a phenomenon he coined the Ricochet Effect. In BRANDcebo, Doron lays out the key ingredients of placebo (in medicine and in marketing) and provides marketers a comprehensive recipe - accompanied with real life examples, research and anecdotes - for creating brand placebo and improving product performance. Get more information and meet the author at www.brandcebo.com