Combine insights from cognitive psychology, social psychology and neuroscience to reveal why we trust some brands more than others, and why some survive crises while others don't.
Contains inspiring tips, ideas and descriptions to aid the writing process, such as advice on spelling and grammar, examples of rhyming words, suggested euphemisms, and odd facts. This book provides a "Top 25 Rules" section for a number of key topics, such as how to brainstorm, how to write innovative copy, and how to think creatively.
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