Ted Ladd is a Dean and Professor of Entrepreneurship at the Hult International Business School and teaches innovation at Harvard University. The most recent start-up he participated in was acquired by Google. Alessandro Lanteri is Professor of Strategy at ESCP Business School and teaches executive education programs for Said Business School and London Business School. He is the author of CLEVER.
PRAISE FOR PREVIOUS 'ECONOMIST EDGE' TITLES * : * Branding that Means Business is brimming with insight. The business landscape has never been busier, but Johnson and Misiaszek wisely-and entertainingly-explain how to rise above the crowd -- Professor Adam Alter, NYU Stern School of Business By bridging the gap between brain science and business effects, they have produced the most insightful book on branding of the last 20 years -- Rory Sutherland, Vice Chairman of Ogilvy and author * Alchemy: The Dark Art and Curious Science of Creating Magic in Brands * A wonderful blend of academic insights and practical know-how -- Richard Shotton, author * The Choice Factory: 25 Behavioural Biases that Influence what We Buy *