Branding Aura

8 steps to complete, winning communication.People don't buy features alone: they buy values, emotions and the overall perception they attach to a brand. That's why a brand isn't improvised, it's designed. Branding Aura is the method for doing it, in eight steps and in the right order: identity, recipients, business strategy, perception, position, image, exposure 1 to many and 1 to 1. What to decide, and when.What remains, in the end, is the Brand Aura: the feeling, the final emotion that stays, the emotional and cultural connection between the brand and the world.This revised and expanded edition is the second book of the Branding Aura trilogy: alongside The 22 Powerful Laws, the criterion, and Brain & Buy, the evidence from the field.Renato Ravenda has been designing brands for over twenty years. With his agency, Overmatrix, he helps small and medium-sized businesses build their brand, and he teaches at universities, business schools and training institutes. He created the Branding Aura method, told in this book and in The 22 Powerful Laws of the Branding Aura. He has always studied how we perceive and how we decide: that passion gave birth to Brain & Buy, the YouTube channel on perceptual and decision-making processes, and to the book of the same name.