Author: Rick MATHIESON
Publisher: AMACOM Div American Mgmt Assn
ISBN: 0814415741
Category : Business & Economics
Languages : en
Pages : 306
Get Book Here
Book Description
Call it the digital generation. The iPhone-toting, Facebook-hopping, Twitter-tapping, I-want-what-I-want, how-I-want-it generation. By whatever name, marketers are discovering that connecting with today’s elusive, ad-resistant consumer means saying goodbye to “new media,” and hello “now media.” Featuring exclusive insights and inspiration from today’s top marketers—as well as lessons from some of the world’s most successful digital marketing initiatives—this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention...before the audience hits the snooze button.
Author: Denise Lee Yohn
Publisher: John Wiley & Sons
ISBN: 111861125X
Category : Business & Economics
Languages : en
Pages : 278
Get Book Here
Book Description
Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
Author: Nick Westergaard
Publisher: AMACOM
ISBN: 0814439233
Category : Business & Economics
Languages : en
Pages : 240
Get Book Here
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: Anne Bahr Thompson
Publisher: AMACOM
ISBN: 0814438407
Category : Business & Economics
Languages : en
Pages : 295
Get Book Here
Book Description
Increasingly today, in every age group, consumers are committing to brands that show good citizenship--from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that good works and charitable giving are necessary for companies that aspire for financial success. Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters, including examples such as: Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia’s profits have climbed year after year even as it funnels heavy investments into sustainability. CVS’s strategic decision to start destocking cigarettes in all stores. Customers have shown with their wallets the types of businesses they will support and that they will quickly call out negligence. Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes. By implementing the five-step model for the new rules of business laid out in Do Good--Trust, Enrichment, Responsibility, Community, and Contribution--companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts.
Author: Celia Lury
Publisher: Routledge
ISBN: 1134529163
Category : Business & Economics
Languages : en
Pages : 350
Get Book Here
Book Description
Brands are everywhere: in the air, on the high-street, in the kitchen, on television and, maybe even on your feet. But what are they? The brand, that point of connection between company and consumer, has become one of the key cultural forces of our time and one of the most important vehicles of globalization. This book offers a detailed and innovative analysis of the brand Illustrated with many examples, the book argues that brands: * mediate the supply and demand of products and services in a global economy * frame the activities of the market by functioning as an interface * communicate interactively, selectively promoting and inhibiting communication between producers and consumers * operate as a public currency while being legally protected as private property in law * introduce sensation, qualities and affect into the quantitative calculations of the market * organize the logics of global flows of products, people, images and events. This book will be essential reading for students of sociology, cultural studies and consumption.
Author: Donald Miller
Publisher: HarperCollins Leadership
ISBN: 1400248884
Category : Business & Economics
Languages : en
Pages : 303
Get Book Here
Book Description
When you apply the StoryBrand framework your brand will stand out. Developing that framework to clarify your message and grow your business is about to get a whole lot simpler. . . Since the original publication of Building a StoryBrand, over one million business leaders have discovered Donald Miller's powerful StoryBrand framework, and their businesses are growing. Now, the classic resource for connecting with customers has been fully revised and updated, making it an even more powerful tool to prepare you to engage customers. In a world filled with constant, on-demand distractions, it has become very hard for business owners to effectively cut through the noise to reach their customers. Without a clear, distinct message, customers will not understand what you can do for them and won't engage. In Building a StoryBrand 2.0, Donald Miller not only deepens his teaching on how to use his seven universal story elements—he'll provide you with one of the most powerful and cutting-edge tools to help with your brand messaging efficacy and output. The StoryBrand framework is a proven process that has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Now you can have access to the perfected version, making it more essential. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand 2.0 will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
Author: Jeremy Miller
Publisher: Dundurn
ISBN: 1459728122
Category : Business & Economics
Languages : en
Pages : 277
Get Book Here
Book Description
#1 Globe and Mail Bestseller 2016 Small Business Book Awards — Nominated, Marketing category Sticky Brands exist in almost every industry. Companies like Apple, Nike, and Starbucks have made themselves as recognizable as they are successful. But large companies are not the only ones who can stand out. Any business willing to challenge industry norms and find innovative ways to serve its customers can grow into a Sticky Brand. Based on a decade of research into what makes companies successful, Sticky Branding is your branding playbook. It provides ideas, stories, and exercises that will make your company stand out, attract customers, and grow into an incredible brand. Sticky Branding’s 12.5 guiding principles are drawn from hundreds of interviews with CEOs and business owners who have excelled within their industries.
Author: J. Nichole Smith
Publisher: Desert Island Press
ISBN: 9780995784109
Category : Branding (Marketing)
Languages : en
Pages :
Get Book Here
Book Description
Have you ever looked around and wondered why some businesses seem like the popular kids in school? They appear to be wildly successful overnight. They are in all the magazines, seem to have more business than they can handle, and everyone is talking about them. Author J.Nichole Smith has spent over a decade building and studying this type of stand-out brand in the pet industry. She calls these outliers Million Dollar Dog Brands. In this book she outlines the exact formula petpreneurs can follow to craft their own. In the Million Dollar Dog Brand, Smith shares exclusive in-depth interviews with the founders of 10 of the most pioneering, market-leading Million Dollar Dog Brands, including BarkBox, Ruffwear, Planet Dog, Honest Kitchen, P.L.A.Y., Zee.Dog, Harry Barker, Victoria Stilwell, PetHub, and her own co-creation, Dog is Good. The pet industry has just surpassed $100 billion in value worldwide. Building a pet business is more appealing than ever. Opportunity leads to intense competition, which means building a sustainable, profitable business in this market can feel like an impossible job. This book is the essential field guide to do exactly that: to start or grow a pet business in a way that is irresistible to customers and opinion leaders, resulting in more demand, more profit, and more influence. This book is packed with inspiring, battle-tested strategies that any petpreneur can use immediately to improve just about every metric that matters in their business. From dog walkers, trainers, and groomers to pet bloggers, pet photographers, pet product manufacturers, and pet retail store owners, anyone operating in the pet space will profit from learning and implementing the Million Dollar Dog Brand formula.
Author: Amy Will
Publisher: John Wiley & Sons
ISBN: 1119748038
Category : Business & Economics
Languages : en
Pages : 391
Get Book Here
Book Description
Create a strong brand DNA—and watch it grow These days, customers want to have a deeply felt connection to the brands behind the products they're purchasing, which means that if you're starting a business, a strong brand DNA has got to be part of your creative process from day one. And it needs to be more than just an abstract idea: to give your brand life—and a bigger chance of surviving against the competition—you need to have a standout launch strategy and a set plan for growing your brand in a noisy marketplace. In Launching & Building a Brand For Dummies, Amy Will—who launched her first business at just 24-years-old and has been the brains behind four strong and buzzworthy brands—covers everything from crafting a powerful brand identity and planning that all-important launch to being prepared to scale up as you begin to take off. She reveals crucial lessons from her personal experience in launching five companies, as well as detailing case studies from some of the strongest brands out there, accompanied by insights and advice from successful founders and branding experts. Stand out on social media Create viral campaigns Build on Customer Loyalty and LongevityDeal with the competition Whether you're thinking of starting a business or are already building up your market share, memorable brand identity will be the key to—and Launching & Building a Brand For Dummies one of the secrets of—your future standout success.
Author: Paul Cash
Publisher: Practical Inspiration Publishing
ISBN: 1788602501
Category : Business & Economics
Languages : en
Pages : 187
Get Book Here
Book Description
If you want to move products, you need to move people. And if you want to move people, you need to move minds. This is what modern B2B marketing is all about. It’s time to wake up to the power of branding, purpose, stories, emotion, people and culture to drive growth. There is something incredibly exciting happening in B2B land. Freed from a narrow focus on performance marketing, brands are becoming more interesting and more relevant. This book brings together the latest thinking on humanized B2B marketing, to help leaders and their businesses grow, dominate their categories, and become meaningful in today’s demanding world. PAUL CASH is a creative entrepreneur and storyteller on a personal mission to humanize B2B marketing. Recognized as one of the Top 20 most influential B2B marketers, he is the founder of Rooster Punk, the go-to agency for B2B storytelling. JAMES TREZONA is a strategist, marketeer and MD of Rooster Punk. He uses the power of storytelling to empower businesses to reap the rewards of putting purpose at the heart of their business.
