AUTHORING

I have authored many articles but never a book. Until now. I am on my way, writing about Mindmatching™. The book will review what is broken in our most used practices. Introduce a new practice, Mindmatching, based on neuro-science and the realities of the human mind. Essentially, matching –up your initiatives to your customer’s minds’ in every business silo. Many authors protract an ideology throughout hundreds of pages; yet, there is seldom a roadmap. I will provide one—a simple one. There simply has never been 4ps for branding; this is certainly the reason it never got grounded. Everyone speaks about Emotional Branding , Experiential Marketing , Guerilla Marketing and Buzz Marketing. So many ideas prove that brands where pulled in many directions. No sooner would one idea come out, another pundit would give birth to new. But truly, there is only one way to build brands—by matching them to customers’ minds. I will try to stay light and make it an easy read. Look out for my book this late fall.