“At a time when everyone is looking for new ways to influence consumers against the multitude of options presented to marketers today, Second That Emotion smartly focuses on the different types of psychographics, dividing influence amongst Zealots, Disciples and the Congregation. Thus, rather than focusing on trends, Holden chooses to focus on the one consistent presence throughout all of marketing’s history
—the individual—and makes a compelling case as to who, how, and when to target these consumers.”
—Keith A. Grossman, associate publisher, Wired & ArsTechnica.com
“What an excellent read! I found it thought provoking, insightful and full of relevance for any executive leading a company or managing a brand.
It is simple to comprehend, but far-reaching and comprehensive in the spectrum of concepts that it explores. Second That Emotion is a meticulously researched and thoughtfully presented work, written in an entertaining style by a master of his craft.
I trust you will forgive me but I already found myself making reference to some of its principles, during a recent strategy session. I passionately embrace the Zealot - Disciple - Congregation idea, and will seriously reflect on how we can craft the winning social contract between Audi and American Consumers.”
—Johan de Nysschen, president, Audi of America
“In Jeremy Holden’s book Second That Emotion, the fundamental truth of the social contract between constituent and brand is clearly and concisely set forth—the terms of the social contract are set by constituents; never by the brand—and the results of breaking those terms are often disastrous for the brand. Zealots, Disciples, and the Congregation are the new paradigm for connecting brand to constituent, and I find myself already applying the thought process to what NASDAQ-OMX means, and how NASDAQ-OMX connects to our varied constituents.”
—John Jacobs, executive vice president, NASDAQ-OMX
“Second That Emotion by Jeremy Holden is a fascinating exploration of how to start and fuel a movement in a world transformed by the Web and social media.”
—Jim Whitehurst, chief executive officer, Red Hat
Why do more than 30 percent of Americans believe President Obama is a Muslim?
Why do most fans who supported Dove®’s “campaign for real beauty” feel comfortable ignoring the fact that the brand’s parent company, Unilever, was also behind the Axe® campaign, a brand that has blatantly stereotyped women?
Why is Yoko Ono still held responsible for the breakup of the Beatles?
These and other random, yet related, questions are explained in Second That Emotion. Author Jeremy D. Holden, an advertising and communications expert, traces the fascinating process whereby a passion for an idea, a politician, a celebrity, or a brand gives rise to a set of illogical beliefs that becomes the basis for a powerful movement. Conventional wisdom has it that spin doctors and Madison Avenue are responsible for manipulating our thoughts, causing us to endorse ideas or buy products that we would otherwise reject outright. Holden shows that while advertising and propaganda can provide a spark and social media provides the kindling, individuals create consumer, political, and cultural trends based, more often than not, on thinking that they know logically to be flawed.
For businesspeople who want to see their company or brand break through, Second That Emotion is both essential and entertaining reading. For the rest of us, Holden provides a window into our decision-making processes, and how emotion-based illogical leaps drive our support for movements, whether they are political, commercial, or related to popular culture.
Pages: 287 (illustrations)
Shipping Weight: 2lbs
Jeremy D. Holden is a branding and research strategist with twenty-five years of experience consulting with global organizations. He is currently Chief Strategy Officer at Publicis Kaplan Thaler, New York, whose clients include P&G, Citi Group, and Nestle.
Previously, Holden was Partner/Director of Account Planning at McKinney, where his clients included Audi, NASDAQ, Realogy, and Sherwin Williams. Holden’s work has garnered numerous industry awards, including the Sustained Success Gold Effie (the top industry award for commercially effective advertising), the AAAA Planning Gold Award, the MIXX Awards Best in Show, the
Yahoo Purple Chair, and a Cannes Lion. Holden has an eclectic background having run for political office in the United Kingdom as well as having performed improv.