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What has neuroscience got to do with branding? The link may not be immediately obvious, but the fact is, our brains select brands in much the same way that Google selects websites. So, just as web marketers play on Googles algorithm to make sure their site appears as high up the search list as possible, brand marketers should play on the brains algorithm to make sure their brand is at the top of their customers minds at the moment they choose which brand to buy. This ground-breaking new book brings the proven effects of hard science to the creative practice of branding. It shows you how to harness this powerful combination to your own advantage by helping you understand how customers brains work when they choose brands. A strong brand cannot be build effectively without taking into account the laws of the brain which, as this book shows, really exist and can be scientifically proven to work. Once you know this, you can apply the familiar branding laws of relevance, coherence and participation more precisely, more confidently and to much greater effect. This means your brand will have a much greater chance of being chosen by customers than your competitors brands. Branding with Brainsshatters the conventional approach to branding, which is based on hunches and intuition, by uncovering the hard, scientific truth about why customers choose some brands over others. Insights into company stories, from Leica to Innocent Drinks, from Starbucks to Schipol International Airport, give you the fascinating truth about how the processes that go on in our brain affect our decisions to buy a particular product or service. All in all, this breathtakingly radical new book from Tjaco Walvis presents a daringly different, state of the art approach to brand strategy that will help you build powerful brands more efficiently, more effectively and more reliably than ever before. Branding really is all in the mind and this book proves it!

I wish this book had been available when I began my independent career. Theres only one word for it PRICELESS!!! -Shay McConnon, psychologist, trainer, coach, magician and mentor Grounded in common-sense and humour and very clear about what can send you off track.- Norman Walker, former global head of Human Resources for Novartis, now an independent senior executive coach and consultant on leadership AMUST read, for anyone thinking about life outside the organisation - Goran Hultin former Deputy Director General at the ILO (International Labour Office), now a successful independent consultant HOW TO WORK FOR YOURSELF AND MAKE IT WORKAre you thinking of starting up on your own and working for yourself? Do you need to know the nuts and bolts of setting up; marketing yourself and prospecting for new business; keeping things running on a day-to-day basis? Have you already made the leap and want to get more work, new clients, higher fees? This practical, no-nonsense book pulls no punches and gives you all the guidance you need to set yourself up and get work in the first place, plus all the know-how you need to survive, prosper and expand once youre up and running.See the books website at www.pearson-books.com/startinguponyourownfor up-to-the minute financial and tax information for small businesses and the self-employed.This book was previously known as Smarter Consulting.IF YOU NEVER WANT TO WORK FOR SOMEBODY ELSE AGAIN, YOU NEED STARTING UP ON YOUR OWN!Chances are that if you're looking at this book you are at least thinking about taking the big step of going it alone. Or you're already in business as an independent and you want to get better at it. Well, you've come to the right place. Starting Up On Your Own covers everything you need to get ready to work for yourself and, once you've taken the plunge, how to develop your business and stay the course. If youre not already in business, the first step is to decide if this is the right path for you. To help you with this critical decision, this book takes you through the reality of what's involved and has a unique self-assessment quiz to help you check out your suitability for the independent working lifestyle. Youre probably an expert in your chosen field. Thats great: youll be selling your expertise. But when you're working for yourself you have to be good at a whole lot of other things too. Starting Up On Your Own covers everything you need to do to make money and survive as an independent. * Where do I start?* How should I market myself?* How can I get repeat business from my clients?* How do I win new clients?* What should I charge and what do I need to do to make sure I get paid on time?* When can I put up my fees? (And when shouldnt I?)* Can I work from home?* How much will I need to invest?* Should I hire someone else to work for me?* How shall I organise my time? The answers to all these questions and more are right here. What are you waiting for? Mike Johnsonbegan life as an independent, freelance consultant in 1982, before founding a corporate communications firm in Brussels and London, following a career in journalism and corporate communication for multinational corporations. In 1999 he started again as an independent consultant and freelance. This book is about what he has learned on his freelance journey. His focus today centres around the world of work, talent management and corporate communication for both private and public organizations The author of eleven books on business and management issues, including Winning the People Wars, Talent Magnet and The New Rules of Engagement, Mike also developed a series of World of Work studies for the Financial Times and The Economistand for many international corporations and consulting firms. A frequent speaker at conferences and seminars around the globe, he is the founder and chairman of the independent global think-tank the FutureWork Forum (www.futureworkforum.com). Oh, yes, hes also quite good at working for himself!

Many people stumble through their financial life reacting to events and advice in an ad hoc way. As a result, few choose the most suitable financial products, some fall prey to misselling and many never realise their financial goals. Are you one of them? Be Your Own Financial Adviser shows you how to make sensible financial decisions without the need for expensive advice. Its accessible style, examples and case studies explain and evaluate financial products and put you firmly in control of your own financial well-being. It will advise on how to adopt the best saving, spending and investment strategies, make decisions tax-efficiently, manage risk wisely and protect and enhance your wealth. It also suggests when professional help is a good idea, and shows you how to protect yourself against misselling and get the best out of your adviser. Be Your Own Financial Adviser will show you how to: Stress-test your financial decisionsTake advantage of legal tax breaksAchieve your financial goalsManage and preserve your wealth Accessing financial products and services is not difficult - there is no shortage of commercials, advertisements, direct mail, email and marketing calls to entice you to take out loans, buy insurance and invest your money. But choosing which products are right for you can be a hit and miss approach. Good financial planning requires a systematic strategy. You should start by assessing your own particular circumstances, attitudes and timescales and then work out how you can implement your strategy on a long term basis. Let Be Your Own Financial Adviser be your guide to making better financial decisions. It includes advice on the following: Financial planning Do you need an adviser? Protecting your income Providing for your familyHealth and care Somewhere to live Building a pension Retirement choices Saving and investing Managing your wealthPassing it on

Feeling distracted? Scattered? Time is slipping away from you? Youre not alone. But it doesnt have to be that way. Using revolutionary time management techniques you will find out how to super charge your mind power and focus on what matters most - your goals and your achievements. Focus shows you how to direct energy without distraction to the key tasks that lead you to success. Based on the latest research, these techniques make it easy for you to overcome information overload, stress and procrastination and concentrate on whats really important. Using these recent discoveries in time management, like how to achieve a state of flow that can lead to maximum achievement in minimum time, Focus will show you how you can move swiftly towards your most important goals. The result: you reach your goals quickly and with less effort.

Writing spreadsheets, budgets and forecasts is an important part of many managers roles, but do you need help in understanding and presenting the information in a clear and concise way? This step-by-step guide shows you the advantages and potentials of using spreadsheets. After reading this book youll be able to master company accounts; understand balance sheets, profit and loss accounts and cash flow systems; and learn to analyse and monitor your companys financial performance.BRILLIANT OUTCOMES: How to save time and gain control of your business. Ability to understand, analyse and present financial information in a clear and concise way.BRILLIANT FEATURES: Up-to-date examples and spreadsheets. On-line downloads of examples and spreadsheet models New 234mm X 156mm format to make

Written by the features editor of the leading UK weekly for PR professionals, PRWeekand featuring contributions from journalists, PR professionals and small business owners, this book shows you how to successfully use PR to promote yourself and your business. Coveringevery aspect of public relations, from identifying your compelling proposition, pitching a story and writing a press release, through to mastering social media and executing a good campaign, it is packed full of insider stories, sample press releases and examples of good PR, so youll find out how to make a winning impact. Brilliant Outcomes : Learn how to present yourself or your business to the public Understand the elements of a PR campaign and how to pitch to the media Find out how to manage a crisis Discover the power of social networking and how to get noticed online

Developed from powerful techniques consistently proven in the world of multi-million pound commercial bid writing, Persuasive Writing reveals the most efficient and effective ways to make your words work, time after time.Discover how to:Transform any document into something truly compelling and persuasive Understand what your reader really wants to hear and use this to get what you want Combine logic and emotion to convince even the most sceptical readerWhether you're writing for business or for pleasure, the longest document or the shortest email, with these and many more proven techniques, Persuasive Writing will ensure every word works for you.

Im so certain this book will help you save an hour every day, I guarantee it. If youve read the book, put the ideas into action and yet somehow havent saved that vital hour, Ill personally give you your money back. Michael Heppell How to Save an Hour Every Day is the new book from Michael Heppell, author of the bestselling personal development hit of 2010 Flip It, described by DJ and TV presenter Chris Evans as brilliant, simple, a joy to read! and the best personal development book I have ever read.Would you like an extra hour a day, every day of your life, to do whatever you want with?If this sounds like an impossible dream, then heres the good news: that extra hour really can be yours!This easy-read book is high impact and full of brilliant ideas, tactics and suggestions that are all designed to save you valuable time. If you are willing to invest just an hour of your time to read it, pick out the ideas that leap out to you and put them into action, youll create extra time every single day in a way you wouldnt believe could be possible.Among other things you will: overcome procrastination and make better, faster decisions unearth hidden time for you time to do the important things discover powerful new ways to organise your time and your life find out how to deal with the deadly time sappers streamline and simplify absolutely everything you do both at work and in the homeWere sure youll find more time every day. What you do with it is up to you . . .www.saveanhour.co.uk <http://www.saveanhour.co.uk/>

Many of us feel that we spend too much time in unproductive meetings when we could be getting on with some real work. Well, meetings are real work and effective meetings are the springboard for great results. Brilliant Meetings gives you the tips, tools and techniques to transform all your meetings into positive experiences. It shows you how to: prepare better get more out of meetings when youre there follow up effectively to get the results you need attend only the meetings that matter use meetings to boost your profile and your careerBrilliant Meetings gives you a commonsense, workable and practical approach to making all meetings brilliantly effective, for participants, meeting leaders and organisations.Companion website: http://www.meetingexpert.co.uk

Coaching as a field has mushroomed in recent years. Thousands of new coaches enter the field after only completing short and superficial training programmes. The problem with this is that coaching is not i) something you can simply learn in a short programme ii) a superficial practice.The books available on coaching tend to just reinforce this by going over coaching methodology, without delving into what it really means to be a coach. The Coaching Secret remedies this by going beneath the surface, looking at what it really means to be a coach and showing how you can go from simply understanding the basic coaching process to truly connecting and relating to the client - and becoming a master coach. The author brings over 20 years of coaching practice in big corporations to help you move beyond the novice/superficial coach to becoming an expert/master coach. He brings together experience, theory, case studies and lots of interactive work to essentially coach the coach and help them achieve a superior coaching level.Key reader outcomes Practical assistance to become a better coach moving from novice to expert to master. Increased confidence in your personal coaching competence. Greater clarity to the value of the coaching relationship and how we coach. New perspectives on coaching methods. To answer for yourself some of the crucial questions of the coach including: Who is the coach? How do you coach? And why do you coach? To deepen your understanding of coaching and to demystify the inner process through which we develop our competency and practice. To awaken the coach to discover new ways of seeing, thinking, sensing, resolving and relating. To progress the profession in offering a new vision of coaching that recognises and evolves the role of the coach.

In business, there is a moment when everyone has to make a pitch; it might be your own personal OK Corral, when the consequences of failure are too painful to even contemplate, but it will always be an occasion where the outcome really matters. Brilliant Pitch will equip people to tackle pitch situations (however tough), improve their own skills and, importantly, leave them enthused about the idea of pitching and looking forward to the next one. It will do so first by outlining how to approach any pitch, then how to tailor the approach in different situations. There are secrets from the masters. There are pitch stories. (Such as the agency which pitched to British Rail, and deliberately kept them waiting in reception for an hour, with bad refreshments and no explanation for the delay) The book brings the process to life, rather than simply listing things to do. It shows readers how they, too, can become great at pitching. Brilliant outcomes:It eliminates the possibility of doing a 'bad' pitch It will help readers get the content and preparation spot on by focusing on the needs of the audience. It will help give readers tons of confidence so theyll not only deliver brilliant pitches, but theyll be eager to pitch time and time again.

Using memorable caricatures to highlight the effects of your behaviour as a leader, this book offers a powerful model for effective leadershipAre you a Badger or a Doormat? provides you with clear instructions and simple self-coaching processes which will propel you along the path to leadership success. It uses memorable caricatures to show extreme leadership styles, teaching you what behaviour to avoid and what to do more of, in an accessible and amusing way. Throughout the book Rosie Miller, a top international executive coach, and 20 highly experienced leaders offer advice on the mindsets, habits and working practices that will make you a successful leader. This book gives you the practical and direct guidance you need to upgrade your thinking and your behaviour to become an energetic, focused and visionary leader. The focus is on the five skills common to all the most effective leaders:making the best use of your time communicating effectively delegating and people development motivating a diverse workforce creating changeEach chapter is broken down into the following clearly sign-posted sections: Highlightscontaining the key ideas in brief to enable you to scan quickly the content a description of a common leadership Dilemma using cartoon caricatures to illustrate two extreme types of leadership behaviour and illustrate the unintended consequences of these extremes in practice a Diagnostic for those who want to assess where they tend to fit between the two ends of the continuum Balancing Wiselyintroduces the leadership mind-set that is more effective and the attributes of a leader who successfully manages this dilemma The How To section gives detailed practical thinking, models and tools to let you be more effective at managing this dilemma In Actionis a case study illustrating one leader putting these tools and techniques into action A Summary of the key points in the chapter A list of powerful Self-Coaching questions designed to help you apply the thinking to your own leadership context and build your own effective leadership mindset.

The secret for success in attracting, winning, retaining and growing client business whether working as an independent or for a firm.Mike Lander, CEO, Consulting Strategies Ltd Richard knows what clients value and provides clear, practical and experienced guidance on how to become and more importantly, be recognised and selected as the best.Mike Lander, CEO, Consulting Strategies Ltd WHAT DOES IT REALLYTAKE TO BE A SUCCESSFUL MANAGEMENT CONSULTANT?The secret of being a successful management consultant is to focus on the genuine needs of the client. As a consultant, you must develop the skills that enable you to understand these needs, deliver real value to your clients and help them get the results they want. The Management Consultantis your ultimate guide to success as an expert professional consultant. It reveals the skills and attributes that make great consultants and shows you how to develop these to provide genuine client centric consulting. Whether youre already working as a consultant, starting out on your own, or just considering the profession - this book is essential reading. It will also help those who train, employ or work with consultants regularly.EVERYTHING YOU NEED TO KNOW, DO AND DELIVER TO BE A GREAT MANAGEMENT CONSULTANTLearn the answers to the critical questions you need ask to be a top management consultant such as:How should you identify and define the services you will offer?Why do clients buy consultancy and what are they looking for?How can you bring maximum value to the clients organisation?How do you engage clients and win work?How can you deliver results that will be sustainable for your client?How do you establish long-term relationships that bring you repeat business with clients?When should you say no to a consulting engagement?How do you navigate your way through potential ethical dilemmas that face consultants? DISCOVER THE CLIENT-CENTRIC APPROACH TO SUCCESSFUL CONSULTING

Why is it that so many bright, attractive, clever and sensible women seem to fall for toads? They spend years searching, dating, cohabiting and marrying, just to find themselves right back at square one, heartbroken, despondent and vowing never again. Truth be told theres actually thousands upon thousands of lovely, gorgeous, unattached and eligible men out there. And many of them are just waiting for someone like you. But if that really is the case, why cant you ever seem to bag one? Stop Kissing Frogs will tell you. This is a real-life, no-nonsense guide for any single girl whos tired of kissing frogs in their search for Mr Right, weary of making the same old mistakes over and over again and who wants to learn the truth about what works and what doesnt in her search for her own happy ending. Stop Kissing Frogs is packed with helpful insights and advice on what you need to know about yourself, what you need to know about men and what you need to know about love to stand a chance of finding a real and lasting relationship. What to avoid, what to look for and what to cherish are all covered. Youll discover the five worst mistakes many women make in a relationship and how you can avoid them; why being single is not as bad as it seems and is in fact a necessary part of finding the right man; what makes a good man and a suitable life partner; and how to spot a bad one at fifty paces. Stop Kissing Frogs is warm, funny and touching. It scratches beneath the typical trashy veneer, revealing a frank, honest and real-world insight into the world of grown-up relationships and how to navigate your way to your very own, special and long lasting happy-ever-after.

THE indispensable guide for undergraduates as they consider what to do with their degree once they have graduated. Readers will learn how to navigate the labour market and how to keep going when the going gets tough, and especially how to make best use of the opportunities that are around to develop their skills and experience for the future. It provides practical tactics and strategies for students to use to manage their career choices by self assessment against current economic climate, using essential, up to date labour market information.

No matter what kind of team youre in or what role you play, Brilliant Teams gives you the core ingredients to make you and your team a truly brilliant one. Youll find out exactly what it takes to excel as a team player and leader, as well as common team traps to avoid. Brilliant outcomes Find out what it takes to be a brilliant team player and leader Learn how to get the best out of your environment Understand different teams and what makes them tick

Whether youre new to freelancing or a seasoned freelance operative, Brilliant Freelancer is packed full of ideas and case studies to help you build a happy, productive and profitable freelance life quickly and easily.From building your client portfolio right through to staying motivated and surviving the tougher times, Brilliant Freelancer gives you everything you need to take charge of your career and start moving in the direction you want to go.

Inside the Leader's Mind reveals the five common ways effective leaders think and gives you the tools you need to evolve your thinking and become a better leader. Drawn from the collective wisdom of 20 world-class leaders, Inside the Leader's Mind shows you how to think your way to the very top. Practical and straightforward, Inside the Leader's Mind will show you how to think differently so you can become a world-class leader.

Full of tips, examples and exercises that will transform your writing from the same old same old into something thatll mark you out from the crowd. Get the confidence and creativity to take your business writing from something that does the job into something thats brilliant. Brilliant outcomesProduce business writing people actually want to readPersuade and inspire people, sell more, or get that jobGet a distinctive, powerful and engaging writing voice

Fully updated since first publication in 2007, and with extended and revised sections in key areas such as Plagiarism & Copyright, Ethics in research, and Citing & Referencing, How to write Dissertations & Research Projects will allow a student to assess and address their particular weaknesses in researching and writing dissertations and longer pieces of coursework and delivers detailed tips, techniques and strategies to enable them to significantly improve their abilities and performance in time to make a difference.

Fully updated since publication in 2007, and with extended and revised sections in key areas such as plagiarism & Copyright, and Citing & Referencing, How to write Essays & Assignments will allow a student to assess and address their particular weaknesses in planning and writing great academic essays and delivers detailed tips, techniques and strategies to enable them to significantly improve their abilities and performance in time to make a difference.

An accessible guide to the most important academic writing skills a student needs to write successful undergraduate dissertations and project reports on any HE course. This book will give the reader a sound grounding on what the whole business of dissertation and report writing is about, and will provide instantaneous, easily accessible answers to specific questions on all of the most important areas of planning, researching, writing, revising and referencing a successful dissertation or report.

Fully updated since publication in 2007, How to succeed in Exams & Assessments will allow a student to assess and address their particular weaknesses in revising, preparing for and succeeding in academic exams and assessments and delivers detailed tips, techniques and strategies to enable them to significantly improve their abilities and performance in time to make a difference.

The Financial Times Guide to How the Stock Market Really Works is an introduction to the complex world of the financial markets. Whether you are new to investing, or already have a share portfolio, this is an intelligent guidebook will guide you safely through the often confusing world of investing. Written especially for the ordinary investor, it will provide you with the key strategies you need to make money on the stock market.

The benefits of being a brilliant negotiator are immense and this updated second edition of Brilliant Negotiations will show you how to negotiate skilfully and creatively in any situation you will learn exactly what line of questioning and responses to take to get exactly what you want and a little more!It takes you through the key strategies and phases of negotiation, providing many examples of right and wrong approaches, and is packed full of insider tips to ensure you get what you want with minimum stress. It offers practical, compact advice, it is not academic or theoretical and doesnt overburden the you with examples. Brilliant Outcomes:Get the most out of every negotiation situation.Get what you want and even a little more!Learn to be a tough and respected negotiator.

When it comes to life, how many of us actually have a clear sense of direction? You wouldnt set out on a journey without some idea of where you wanted to go and yet so many of us dont even have a goal in mind, let alone feel confident enough to make it happen.Brilliant Life Coach is set to change this. In ten simple, inspirational steps it guides you through the process of identifying what you really want and where you want to go, right through to reaching your end goal and staying where you want to be. BRILLIANT OUTCOMES Be the best you can be Feel optimistic and in control of your life - every dayWork towards the life you really want to live'This inspiring book is a joy of practicality as the ever insightful Annie Lionnet empowers us to take the driving seat of life, decide where we truly want to go rather than where others may lead, and do it.'Dr Brenda Davies, author of The RainbowJourney, Journey of the Soul, Unlocking the Heart Chakra and more.

Project Management is a fast-growing and increasingly professionalised discipline with record numbers of practitioners now gaining the PRINCE qualification. The formal tools and techniques of project management are being applied in an ever-wider range of industries and organisations. As a mainstream skill, critical to business success, and under closer scrutiny for the benefits it delivers, its important the students of today and practitioners of tomorrow can rely on a comprehensive and contemporary text to support their learning. Drawing on the authors 20 years of teaching, research and consulting experience, Harvey Maylors latest edition of Project Management delivers this in style.

Now in its fourth edition, Housecroft & Sharpe's Inorganic Chemistry is a well-respected and leading international textbook. Inorganic Chemistry is primarily designed to be a student text but is well-received as a reference book for those working in the field of inorganic chemistry. Inorganic Chemistry provides both teachers and students with a clearly written and beautifully-illustrated introduction to core physical-inorganic principles. It introduces the descriptive chemistry of the elements and the role played by inorganic chemistry in our everyday lives. Chapters on catalysis and industrial processes, bioinorganic chemistry, and inorganic materials and nanotechnology include many of the latest advances in these fields. There is a new chapter on experimental techniques, and the large number of worked examples, exercises and end-of-chapter problems illustrate a broad range of their applications in inorganic chemistry. The striking full-colour design includes a wealth of three-dimensional molecular and protein structures and photographs, enticing students to delve into the world of inorganic chemistry. Throughout its four editions, Inorganic Chemistry has successfully given both teachers and students the tools with which to approach the subject confidently and with enjoyment. Environmental issues linked to inorganic chemistry, topics relating inorganic chemistry to biology and medicine, and the applications of inorganic chemicals in the laboratory, industry and daily life form the basis of a wide range of topic boxes in the book, helping students to appreciate the importance and relevance of the subject. A strong pedagogic approach is at the heart of Inorganic Chemistry. While worked examples take students through calculations and exercises step by step, the sets of self-study exercises and end-of-chapter problems reinforce learning and develop subject knowledge and skills. The end-of-chapter problems include sets of 'overview problems', and problems entitled 'inorganic chemistry matters' which use everyday material to illustrate the relevance of the material in each chapter. Definitions panels and end-of-chapter checklists offer students excellent revision aids. Further reading suggestions, from topical articles to recent literature papers, encourage students to explore topics in more depth.

A brilliant business needs a brilliant business plan and this is the book to help you write one. It will take you step by step through the process to help you build a business plan quickly and easily and then use it to build your business. This book introduces the basic concepts of business planning, shows you a swift and smart way to prepare a business plan and reveals how to use a business plan to run your business more effectively. This book is ideal if you need a plan to show your bank manager, small investors and employees, or to use as a chart for steering your business. It contains:- Step-by-step instructions on how to build your brilliant business plan from scratch. - A range of model plans for very different businesses to show you brilliant business planning in action. - Advice on what delights banks and investors, as well as what not to do.

If youve ever struggled to craft a persuasive message that really hits the spot youll knowits harder than it looks. Wouldnt it be helpful to have an expert on hand to give you tips and tricks? Someone who could pass on their knowledge and know-how? Someonewho told you how the professionals really do it? Well, thats exactly what this book does for aspiring copywriters. Think of it as a rocket-assisted launch for your writing career. Brilliant Copywriting is packed with practical techniques to help anyone who works with words to improve their writing. It lifts the lid on the world of professional copywriting toreveal the trade secrets of top-notch practitioners. Its the book every copywriter wants when they start out, full of facts, details and insights that normally take years to acquire. It will also be invaluable for anyone who works with words in pretty much any industry.