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Author: Laurence VINCENT
Publisher: AMACOM Div American Mgmt Assn
ISBN: 0814416764
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. Brand Real is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brandsùlogos, advertising, imagery, communicationsùdirectly to the core elements of business strategy and forge a powerful and lasting connection with their customers.
Author: Laurence VINCENT
Publisher: AMACOM Div American Mgmt Assn
ISBN: 0814416764
Category : Business & Economics
Languages : en
Pages : 273
Get Book Here
Book Description
Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. Brand Real is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brandsùlogos, advertising, imagery, communicationsùdirectly to the core elements of business strategy and forge a powerful and lasting connection with their customers.
Author: Austin McGhie
Publisher: Advantage Media Group
ISBN: 1599323273
Category : Business & Economics
Languages : en
Pages : 285
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Book Description
In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand. Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.
Author: Carl Agard
Publisher: Adelphi Publishing & Media
ISBN: 0980051819
Category : Entrepreneurship
Languages : en
Pages : 156
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Book Description
Author: Kaira Sturdivant Rouda
Publisher: John Wiley & Sons
ISBN: 1118045246
Category : Business & Economics
Languages : en
Pages : 230
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Book Description
Real You Incorporated empowers women entrepreneurs. The book provides insights for women on how to discover and love their personal brand, and how to bring it into the market as a real business—unique and different. In the first section of the book, Find It Within You, readers will learn how to express internal personality, passions and essence to define the internal brand. In the second section, The Competitive Advantage, readers learn how to extend the internal message into the world—to their partners, employees and ultimately their customers. Part branding—the author is a nationally known marketing expert—and part business inspiration, Real You Incorporated includes case studies of real women entrepreneurs from a variety of industries: manufacturing, retail, restaurants, real estate, publishing and many more. Their stories bring the book to life, adding inspiration and role models. The book also includes a visualization tool in the form of a chart that women entrepreneurs can complete and keep with them, to remind them of their Real You, no matter what phase their business is in.
Author: Steven G. Mandis
Publisher: BenBella Books, Inc.
ISBN: 1942952554
Category : Sports & Recreation
Languages : en
Pages : 345
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Book Description
The untold story of Real Madrid: one of the most incredible turnarounds in sports and business history. Real Madrid is the most successful sports team on the planet. The soccer club has more trophies than any other sports team, including 11 UEFA Champions League trophies. However, the story behind the triumph goes beyond the players and coaches. Generally unnoticed, a management team consisting mostly of outsiders took the team from near bankruptcy to the most valuable sports organization in the world. How did Real Madrid achieve such extraordinary success? Columbia Business School adjunct professor Steven G. Mandis investigates. Given unprecedented behind-the-scenes access, Mandis is the first researcher to rigorously ana- lyze both the on-the-field and business aspects of a sports team. What he learns is completely unexpected and challenges the conventional wisdom that moneyball-fueled data analytics are the primary instruments of success. Instead, Real Madrid's winning formula both on and off the field, from player selection to financial management, is based on aligning strategy with the culture and values of its fan base. Chasing the most talented (and most expensive) players can be a recipe for a winning record, but also financial disaster, as it was for Real Madrid in the late 1990s. Real Madrid's management believes that the club exists to serve the Real Madrid community. They discovered that its fans care more about why the team exists, how their club wins, and whom it wins with versus just winning. The why, how, and whom create a community brand and identity, and inspire extraordinary passion and loyalty, which has led to amazing marketing and commercial success—in turn, attracting and paying for the best players in the world, with the values the fans expect. The club's values and culture also provide a powerful environment for these best players to work together to win trophies. The Real Madrid Way explains how Real Madrid has created and maintains a culture that drives both financial and on-the-field success. This book is an engrossing account of the lifetime of one of the greatest clubs in the most popular sport in the world, and for business and organization leaders, it's an invaluable inside look at a compelling alternative model with lasting competitive advantages that can deliver superior and sustainable returns and performance.
Author: Psychologies Magazine
Publisher: John Wiley & Sons
ISBN: 0857086634
Category : Business & Economics
Languages : en
Pages : 229
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Book Description
What's stopping you from realising your ambitions? What kind of successful person do you want to be? If you think being ambitious is a negative trait, it's time to think again. Real Ambition will help you understand why some people achieve their ambitions and exactly what is getting in the way of yours. We will give you a clue – it's YOU! Packed full of scientific evidence and cutting edge global research Real Ambition offers five simple secrets to success, giving you the tools to keep track of your dreams every day. Written in association with Psychologies Magazine the leading magazine for intelligent people, covering work, personal development and lifestyle issues Real Ambition is: Packed full of tips, techniques and advice to help achieve your dreams Based on scientific evidence and cutting edge global research Rigorous with credible content presented in a light and accessible manner Inspirational yet down to earth and practical Inspirational and motivational, yet practical and down-to-earth, Real Ambition provides expert guidance and a roadmap to achieving your dreams.
Author: Mr. Rohit Manglik
Publisher: EduGorilla Community Pvt. Ltd.
ISBN: 9369028749
Category : Education
Languages : en
Pages : 260
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Book Description
EduGorilla Publication is a trusted name in the education sector, committed to empowering learners with high-quality study materials and resources. Specializing in competitive exams and academic support, EduGorilla provides comprehensive and well-structured content tailored to meet the needs of students across various streams and levels.
Author: Alex McKay
Publisher: Fontaine Press Pty Ltd
ISBN: 1925442411
Category : Business & Economics
Languages : en
Pages : 159
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Book Description
The days of brand activation are nearing an end. The future lies in customer activation. The concept of ‘brand activation’ has become an overused buzzword in the sales and marketing world. The term is becoming rapidly outdated, used to describe anything from mass media advertising and outdoor events to digital applications and in-store point of sale. Drawing on research, industry insights and real-life examples, the authors of Brand Activation: Implementing the Real Drivers of Sales and Profit argue that there is an urgent need to re-think the role and definition of activation in the modern marketplace. What is its link to actual purchases and, more importantly, how can it be measured? In an environment of unrelenting retail disruption in which the gap between brands and consumers is continually widening how do marketers identify – and measure – those factors that create the all important ‘moment of sale’? This is, after all, where real value begins for both the brand and the consumer. In their previous book, Death of the Salesman, the authors argued that the sales function is ripe for reinvention. In this book they take a deeper look at the sales process and how consumers are navigating the purchase journey in the current environment.
Author: Group of Authors
Publisher: MAC Prague consulting
ISBN: 8088085136
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
The 10th Multidisciplinary Academic Conference in Prague 2017, Czech Republic (The 10th MAC 2017 in Prague)
Author: Psychologies Magazine
Publisher: John Wiley & Sons
ISBN: 0857086685
Category : Self-Help
Languages : en
Pages : 210
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Book Description
Let Psychologies Magazine show you the path to a calmer, happier life Real Calm is your guide to getting rid of stress for good. The unrelenting demands of everyday life never stop, and stress is a natural byproduct of modern life; you cannot change that, but you can change your response. Psychologies Magazine, the leading magazine for intelligent people, explores stress, calm and the spectrum in between to show you how to cope. Packed with tips, ideas and expert insight, this book draws on cutting edge global research to help you understand your brain's response to stress and build real calm into your everyday life. What does life look like when you're calm? What are the obstacles standing in your way? How is stress affecting you right now? Let the experts guide you to the answers you need, and start living better today. Everyone knows that stress is bad for your health, relationships, productivity and quality of life — but how can we avoid it? The answer is we can't — we can only temper our response, use the stress as a tool or make it go away. This book shows you how, with clear, helpful advice and a real-world focus on the little things that have a great impact on your day-to-day. Explore what real calm means to you Learn what's standing between you and your peace of mind Identify your stressors and develop a self-care plan Deal with the big things, and let the little things go Motivational, inspirational and highly practical, Real Calm is your roadmap to a happier, healthier, calmer you.
