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Author: Patrick Hanlon
Publisher: Simon and Schuster
ISBN: 074327797X
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
The author explains why the most successful brands--whether products, services, or organizations--create a culture of belief, in which the consumer develops a powerful emotional attachment to the brand as the best of its kind.
Author: Patrick Hanlon
Publisher: Simon and Schuster
ISBN: 074327797X
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
The author explains why the most successful brands--whether products, services, or organizations--create a culture of belief, in which the consumer develops a powerful emotional attachment to the brand as the best of its kind.
Author: Everest Media,
Publisher: Everest Media LLC
ISBN:
Category : Business & Economics
Languages : en
Pages : 28
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Book Description
Please note: This is a companion version & not the original book. Sample Book Insights: #1 The path to mimicry, which is to attract people to your brand, seems to lead to dead ends. While it is easy to explain why Coke has achieved brand loyalty after over 100 years of consumer advertising and marketing support, it is difficult to explain how Starbucks has achieved similar consumer loyalty without any advertising. #2 The seven pieces of primal code that make up a brand are: the creation story, the creed, the icons, the rituals, the pagans, the sacred words, and the leader. Together, these pieces of code construct a belief system. #3 Believing is belonging. When you are able to create brands that people believe in, you also create groups of people who feel that they belong. This sense of community is at the center of psychologist Abraham Maslow’s hierarchy of human needs. #4 The seven pieces of code that make up a belief system are the creation story, the creed, the icons, the rituals, the pagans, or nonbelievers, the sacred words, and the leader. When products and services have all seven pieces of code, they become a part of our culture.
Author: Alexandra Watkins
Publisher: Berrett-Koehler Publishers
ISBN: 1626561885
Category : Business & Economics
Languages : en
Pages : 87
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Book Description
Every year, 6 million companies and more than 100,000 products are launched. They all need an awesome name, but many (such as Xobni, Svbtle, and Doostang) look like the results of a drunken Scrabble game. In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone—even noncreative types—can create memorable and buzz-worthy brand names. No degree in linguistics required. The heart of the book is Watkins's proven SMILE and SCRATCH Test—two acronyms for what makes or breaks a name. She also provides up-to-date advice, like how to make sure that Siri spells your name correctly and how to nab an available domain name. And you'll see dozens of examples—the good, the bad, and the “so bad she gave them an award.” Alexandra Watkins is not afraid to name names.
Author: Robbin Phillips
Publisher: John Wiley & Sons
ISBN: 0470614188
Category : Business & Economics
Languages : en
Pages : 229
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Book Description
Develop and harness a powerful, sustainable word-of-mouth movement How did the 360-year-old scissor company, Fiskars, double its profit in key markets just by realizing its customers had already formed a community of avid scrapbookers? How is Best Buy planning to dominate the musical instruments market? By understanding the Brains on Fire model of tapping movements and stepping away from the old-school marketing "campaign" mentality. Brains on Fire offers original, practical and actionable steps for creating a word-of-mouth movement for corporations, products, services, and organizations. It takes you step-by-step through the necessary actions needed to start your own authentic movement. Develop and harness a powerful, sustainable, word-of-mouth movement Describes 10 lessons to master and create a powerful, sustainable movement The Brains on Fire blog is often ranked in the top 100 of AdAge's Power 150 Marketing Blogs
Author: Vicki KUNKEL
Publisher: Amacom Books
ISBN: 0814410219
Category : Business & Economics
Languages : en
Pages : 306
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Book Description
Discover the hidden secrets of mass appeal...and use them to create unbreakable allegiance for products, people, and ideas!
Author: Pat Flynn
Publisher: Get Smart Books
ISBN: 9781949709469
Category : Brand choice
Languages : en
Pages : 0
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Book Description
"Want to create a brand that will stand the test of time? Want to build a business that will last, one made to withstand the onslaught of competition, the whims of algorithmic changes, and the unscrupulous efforts of trolls and hackers? The key isn't the best technology, the diverse revenue stream, or the biggest marketing budget. The key is people. If you want to build a business and brand that can't be foiled, you need to cultivate aficionados who will sing your praises, have your back when things get tough, and buy everything you create. You need superfans"--Dust jacket flap
Author: Nick Westergaard
Publisher: AMACOM
ISBN: 0814439233
Category : Business & Economics
Languages : en
Pages : 240
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Book Description
Capture their attention-and keep it! With the rise of digital media, you'd think it would be easier than ever to be heard. Yet, most messages fail to cut through the clutter. Consumers are overwhelmed. Ads alone aren't effective. And you can't just churn out content and connect on every social network. To stand out today, you need to start with your brand. Brand Now uncovers the new rules of branding in our complex and chaotic world. Written by the author of Get Scrappy, the digital marketing bible for business, this latest book explains how to build brands that resonate both online and off. The book helps you: Create a brand with meaning * Reinforce it with the right touchpoints * Hone your brand's unique story * Share it through engaging content * Cultivate a sense of community * Craft a coherent experience * Stand out with simplicity and transparency The world may be growing louder, but with Brand Now's big ideas and practical toolbox, you can break through the noise-and win a place in the hearts and minds of your customers.
Author: Margaret Mark
Publisher: McGraw Hill Professional
ISBN: 007138118X
Category : Business & Economics
Languages : en
Pages : 399
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Book Description
A brand’s meaning—how it resonates in the public heart and mind—is a company’s most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes. The book provides tools and strategies to: • Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand • Harness the power of the archetype to align corporate strategy to sustain competitive advantage
Author: Laurence Minsky
Publisher: Kogan Page Publishers
ISBN: 074948361X
Category : Business & Economics
Languages : en
Pages : 329
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Book Description
In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.
Author: Janice Redish
Publisher: Elsevier
ISBN: 0123859301
Category : Computers
Languages : en
Pages : 370
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Book Description
"Learn how to have great conversations through your site or app. Meet your business goals while satisfying your site visitors' needs. Learn how to create useful and usable content from the master - Ginny Redish. Ginny's easy-to-read style will teach you how to plan, organize, write, design, and test your content"--
