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Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 9780749435936
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
Are the 'classical' rules of brand management obsolete? These rules were created over 50 years ago in the United States under very different market conditions and realities. Since then, textbooks and current thinking have been replete with the same simplistic models of branding, which are looking incresingly out of date.
Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 9780749435936
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
Are the 'classical' rules of brand management obsolete? These rules were created over 50 years ago in the United States under very different market conditions and realities. Since then, textbooks and current thinking have been replete with the same simplistic models of branding, which are looking incresingly out of date.
Author: Karen Kang
Publisher: Branding Pays Media
ISBN: 9780988437524
Category :
Languages : en
Pages : 208
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Book Description
Globalization and social media have made the world smaller, more connected and infinitely more competitive. The world has changed. Have you? If you don't have the package that will take you to the next level of your career, you need to reinvent your personal brand. BrandingPays(TM), a practical guide to strategic personal branding, will help you refocus your skills and experience so you are the best candidate for the job, career and business opportunities that you desire. Perfect for professionals, entrepreneurs and college students, the step-by-step BrandingPays methodology has been proven in Fortune 500 companies and leading business schools. Former Regis McKenna Inc. Partner Karen Kang builds upon concepts and techniques from the legendary marketing firm that created and launched the Apple brand.
Author: Dorie Clark
Publisher: Harvard Business Press
ISBN: 1633693899
Category : Business & Economics
Languages : en
Pages : 234
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Book Description
Are you where you want to be professionally? Whether you want to advance faster at your present company, change jobs, or make the jump to a new field entirely, Reinventing You, now in paperback with a new preface, provides a step-by-step guide to help you assess your unique strengths, develop a compelling personal brand, and ensure that others recognize the powerful contribution you can make. Branding expert Dorie Clark mixes personal stories with engaging interviews and examples from Mark Zuckerberg, Al Gore, Tim Ferriss, Seth Godin, and others to show you how to think big about your professional goals, take control of your career, and finally live the life you want.
Author: Peter Arnell
Publisher: Crown Currency
ISBN: 0307590186
Category : Business & Economics
Languages : en
Pages : 218
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Book Description
Little changes can make a big difference. When some of the world’s biggest corporations need to revive their brands, innovate products, and rethink their images, they call Peter Arnell. Now in his fourth decade of branding and marketing for such companies as Samsung, Reebok, DKNY, GNC, and Pepsi, Arnell explains how you can use some of the same strategies that famous brands do, in order to improve your own image, life, and career. Arnell knows this firsthand because he applied many of these same strategies to transform his own life by losing 256 pounds. How did he do it? Arnell created an idea he calls Shift. With Shift, you’ll discover the steps you need to take in order to become the best you. Creating and revitalizing brands happens every day in business. Shift shows how you can make it happen for yourself and your personal brand. Innovative insights such as “go helium” are used by Arnell to explain how he reached his ultimate goal of 150 pounds—you can apply his techniques to reach for your own goals. You will see—through Arnell’s description of how he “went tiger”—how to exercise your own discipline and commitment, without apology, even if that means bucking the norm. And by learning to reach out to your brand audience, you will come to understand the importance of your network of friends, acquaintances, colleagues, and family—your fan club— in keeping you motivated and providing the feedback you need for success. Weaving together personal stories of his own transformation with stories about how he created transformative change for brands such as Reebok and Pepsi, Arnell shares his unique vision on how each of us can rebrand and transform ourselves, both personally and professionally, to achieve the success we desire. PETER ARNELL, founder of Arnell, is one of the foremost branding and design experts in the world. Among the companies he and his team have worked with are DKNY, Samsung, Chanel, Reebok, Mars, Pepsi, Home Depot, GNC, De Tomaso, Fendi, Mikimoto, Special Olympics and Con Edison. He and his family live in Westchester County, New York.
Author: Hume Johnson
Publisher: Independently Published
ISBN: 9781723894329
Category : Self-Help
Languages : en
Pages : 174
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Book Description
Who are you and what do you bring to the table? In a fiercely competitive job market, the ability to define your core strengths, passions and talents and leverage these assets to your advantage is the key to reaching your career goals and achieving professional success. The most effective and potent way to do this is to discover your personal brand. Brand YOU!: Reinvent Yourself, Redefine Your Future is your blueprint for building your personal brand. In Brand YOU!, Hume Johnson offers you a 5-step guide to help you: - define the key variables that shape your image - discover your unique value - create a compelling personal brand and, - communicate your brand offline and online with confidence, clarity and credibility. With engaging discussions and practical exercises and guidelines, Brand YOU! gives you the tools to reimagine your professional identity, position yourself as an expert in your field and build a career that is based on your skills and unique talents, and where you show up as your authentic self.
Author: Dorie Clark
Publisher: Penguin
ISBN: 0698170482
Category : Business & Economics
Languages : en
Pages : 226
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Book Description
Standing out is no longer optional Too many people believe that if they keep their heads down and work hard, they’ll be recognized on the merits of their work. But that’s simply not true anymore. “Safe” jobs disappear daily, and the clamor of everyday life drowns out ordinary contributions. To make a name for yourself, to create true job security, and to make a difference in the world, you have to share your unique perspective and inspire others to take action. But in a noisy world where it seems everything’s been said—and shouted from the rooftops—how can your ideas stand out? Fortunately, you don’t have to be a genius or a worldwide superstar to make an impact. Drawing on interviews with more than fifty thought leaders in fields ranging from business to genomics to urban planning, Dorie Clark shows how these masters achieved success and how anyone—with hard work—can do the same. Whether it’s learning to ask the right questions, developing and building on an expert niche, or combining disparate fields to get a new perspective, Clark outlines ways to develop the ideas that set you apart. Of course, having a breakthrough insight is only half the battle. If you really want to share your ideas, you have to find a way to build an audience, communicate your message, and inspire others to embrace your vision. Starting small is fine; Clark provides a step-by-step guide to help you leverage your existing networks, attract new people to your cause, and, ultimately, build a community around your ideas. Featuring vivid examples based on interviews with influencers such as Seth Godin, David Allen, and Daniel Pink, Clark shows you how to break through and ensure that your ideas get noticed. Becoming a thought leader in your company or in your profession is the ultimate career insurance. But—even more important—it’s also a chance to change the world for the better. Whatever your cause, perspective, or point of view, the world can’t afford for the best ideas to remain buried inside you. Whether it’s how to improve the educational system or how to make your company more efficient, your ideas matter. The world needs your insights, and it’s time to be bold.
Author: Bruce Poon Tip
Publisher: Hachette UK
ISBN: 0733632890
Category : Biography & Autobiography
Languages : en
Pages : 243
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Book Description
Can a company be cool, socially responsible ... and still make money? Welcome to the looptail. This is the extraordinary true story of Bruce Poon Tip and how, with nothing more than two credit cards and a burning desire to create an authentic, sustainable travel experience like nothing the world had ever seen, he created G Adventures, the world's most successful adventure travel company. G Adventures operates in more than 100 countries, on all seven continents, serves more than 100,000 customers every year - and is now a significant player in Australia. In this unique first-person account, Poon Tip reveals his unusual management secrets that allowed him to keep growing his company, his employees fully engaged and energised, and his customers extremely happy. This is a singularly stunning story of why community, culture and karma matter in business, and how one man's desire to do the right thing and generate profits can be blended into a win–win for all involved. In this special Australian edition, Bruce Poon Tip writes about the unique experiences and lessons learned which have fuelled the growth of his Australian business, and also about how Australia really could be better at presenting itself to the world's travellers. www.gadventures.com.au
Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 0749464925
Category : Business & Economics
Languages : en
Pages : 408
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Book Description
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
Author: Arthur Yeung
Publisher: Harvard Business Press
ISBN: 1633697711
Category : Business & Economics
Languages : en
Pages : 192
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Book Description
Your Company Isn't Fast Enough. Here's How to Change That. The traditional hierarchical organization is dead, but what replaces it? Numerous new models--the agile organization, the networked organization, and holacracy, to name a few--have emerged, but leaders need to know what really works. How do you build an organization that is responsive to fast-changing markets? What kind of organization delivers both speed and scale, and how do you lead it? Arthur Yeung and Dave Ulrich provide leaders with a much-needed blueprint for reinventing the organization. Based on their in-depth research at leading Chinese, US, and European firms such as Alibaba, Amazon, DiDi, Facebook, Google, Huawei, Supercell, and Tencent, and drawing from their synthesis of the latest organization research and practice, Yeung and Ulrich explain how to build a new kind of organization (a "market-oriented ecosystem") that responds to changing market opportunities with speed and scale. While other books address individual pieces of the puzzle, Reinventing the Organization offers a practical, integrated, six-step framework and looks at all the decisions leaders need to make--choosing the right strategies, capabilities, structure, culture, management tools, and leadership--to deliver radically greater value in fast-moving markets. For any leader eager to build a stronger, more responsive organization and for all those in HR, organizational development, and consulting who will shape and deliver it, this book provides a much-needed roadmap for reinvention.
Author: Timothy R. Pearson
Publisher: McGraw Hill Professional
ISBN: 0071762566
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
6 strategic principles for reinventing your products, your services—and your company's future The digital age has completely transformed business—and marketing has not kept up. From research frameworks and traditional concept development to planning to budgeting to distribution channels and media placement, marketing has not advanced—which may be why Chief Marketing Officers often don't get a seat at the table. In order to have a future, marketing must play a direct role in driving profitable sales and increasing revenues. The Old Rules of Marketing Are Dead offers the new rules for reinventing your brand, including: Defining the product's essence Creating metrics to ensure accountability Developing a core message Disseminating the brand Marketing needs to lead, not follow. The Old Rules of Marketing are Dead shows how to reinvent marketing and position it as a strategic business partner for any organization. Table of Contents Rule 1: The Core is Everything; Rule 2: You Have Nothing Without the Foundation; Rule 3: There are Many Choices But Only One Customer; Rule 4: Do the Right Things for the Right Reasons; Rule 5: Infrastructure is More Than Just Pipes; Rule 6: Lead and Others Will Follow
