Alchemy. Secret art and subtle science of magic in brands, business and life. Suserland R.

Rory Sassend - the legend of the Ogilvy advertising agency, the “gurus of modern advertising” by the definition of The Times - seeks to find “invisible possibilities” of influence on people's behavior: minor changes in context that can radically transform our thoughts and actions and influence our choice. In this book, he combines an analysis of the advanced achievements of the science of behavior, fascinating stories and branding magic, trying to convert all of us to powerful alchemists. Any problems that we encounter daily in both private and in public life can be resolved if we discard the logic and turn to the irrational side of the issue.