How can you use your brand to help your consumers live better lives?

Research output: Chapter in Book/Report/Conference proceedingChapter


Many of us struggle to feel more positive about ourselves, wishing we were younger-looking, more glamorous, or athletic. We also struggle at times with challenging tasks in our lives, whether it is finishing an important work project, getting through a tough exercise routine, or just trying to get our child to eat vegetables. Brands can help us perform better on challenging tasks, whether that happens to be completing a tough workout or answering math questions on a GRE exam. Gatorade is a brand known for promising better athletic performance. People who have growth mindsets, who believe they can increase their skills through their own efforts at self-improvement, show little gain from using the same brands. A large industry has emerged to help us with these issues. Self-help books, new age diet plans, personal trainers, fashion stylists, and life coaches offer the promise of helping us to live better lives.

Original languageEnglish (US)
Title of host publicationMapping Out Marketing
Subtitle of host publicationNavigation Lessons from the Ivory Trenches
PublisherTaylor and Francis
Number of pages2
ISBN (Electronic)9781351622530
ISBN (Print)9781138082229
StatePublished - Jan 1 2018

Bibliographical note

Publisher Copyright:
© 2018 selection and editorial matter, Ronald Hill, Cait Lamberton and Jennifer Swartz; individual chapters, the contributors.


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