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Author: Donna D. Heckler
Publisher: FT Press
ISBN: 0132701189
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
Branding: secrets revealed, best practices explained, pitfalls exposed! • The truth about positioning brands and developing brand meaning • The truth about brands as corporate profit drivers • The truth about advertising, pricing, segmentation, and more Simply the best thinking the truth and nothing but the truth This book reveals the 51 bite-size, easy-to-use techniques for building great brands–and keeping them great. “I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands.” DAVID AAKER, Vice-Chairman, Prophet and Author of Building Strong Brands and Spanning Silos
Author: Donna D. Heckler
Publisher: FT Press
ISBN: 0132701189
Category : Business & Economics
Languages : en
Pages : 225
Get Book Here
Book Description
Branding: secrets revealed, best practices explained, pitfalls exposed! • The truth about positioning brands and developing brand meaning • The truth about brands as corporate profit drivers • The truth about advertising, pricing, segmentation, and more Simply the best thinking the truth and nothing but the truth This book reveals the 51 bite-size, easy-to-use techniques for building great brands–and keeping them great. “I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands.” DAVID AAKER, Vice-Chairman, Prophet and Author of Building Strong Brands and Spanning Silos
Author: Emily Heyward
Publisher: Penguin
ISBN: 0593084314
Category : Business & Economics
Languages : en
Pages : 242
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Book Description
The 2020 Porchlight Marketing & Sales Book of the Year The cofounder and chief branding officer of Red Antler, the branding and marketing company for startups and new ventures, explains how hot new brands like Casper, Allbirds, Sweetgreen, and Everlane build devoted fan followings right out of the gate. We're in the midst of a startup revolution, with new brands popping up every day, taking over our Instagram feeds and vying for our affection. Every category is up for grabs, and traditional brands are seeing their businesses erode as hundreds of small companies encroach on their territory, each hoping to become the next runaway success. But it's not enough to have a great idea, or a cool logo. Emily Heyward founded Red Antler, the Brooklyn based brand and marketing company, to help entrepreneurs embed brand as a driver of business success from the beginning. In Obsessed, Heyward outlines the new principles of what it takes to build and launch a brand that has people queuing up to buy it on opening day. She takes you behind the scenes of the creation of some of today's hottest new brands, showing you: • How Casper was able to upend the mattress industry by building a beloved brand where none had existed before • How the dating app Hinge won a fanatical user base and great word-of-mouth with the promise that the app was "designed to be deleted" • Why luggage startup Away, now valued at $1.4 billion, could build their brand around love of travel by launching with just one product--a hard-shell carry-on suitcase--rather than a whole range of luggage offerings. Whether you're starting a new business, launching a new product line, or looking to refresh a brand for a new generation of customers, Obsessed shows you why the old rules of brand-building no longer apply, and what really works for today's customers.
Author: Denise Lee Yohn
Publisher: John Wiley & Sons
ISBN: 111861125X
Category : Business & Economics
Languages : en
Pages : 278
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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: William Kane
Publisher: Pearson Education
ISBN: 0132655756
Category : Business & Economics
Languages : en
Pages : 599
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Book Description
150 powerful bite-size techniques for creating high-value brands – and keeping them strong! Three full books of bite-size, actionable guidance on branding and marketing! Discover how to build great brands, and keep them great... ensure branding consistency everywhere from your packaging to your salesforce… promote and leverage brand loyalty… embed deep customer motivations into your brands… create cultures that can support authentic brand messages… and much more! From world-renowned leaders and experts, including Brian D. Till, Donna Heckler, Michael R. Solomon, and William S. Kane
Author: Michael D. Solomon
Publisher: Pearson Education
ISBN: 013265525X
Category : Business & Economics
Languages : en
Pages : 1023
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Book Description
150 powerful bite-size solutions for winning entrepreneurs! Get started, find profitable customers, build great brands and marketing programs, and more! Three full books of powerful, quick, actionable solutions for every entrepreneur! Discover how to choose, plan, launch, and grow a winning business… raise capital, build teams, and get the right advice… find and keep highly profitable customers… profit from new customer behavior trends… develop powerful brand meaning… advertise, price, and segment more effectively… and much more! From world-renowned leaders and experts, including Michael R. Solomon, Brian D. Till, Donna Heckler, and Bruce Barringer
Author: Larry Light
Publisher: FT Press
ISBN: 0133039021
Category : Business & Economics
Languages : en
Pages : 1238
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Book Description
3 breakthrough guides to building, revitalizing, and sustaining great brands — and profiting from them! In three indispensable books, you’ll discover powerful new ways to build, rebuild, and sustain any brand — and leverage branding to supercharge profits and growth. In Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach the invaluable lessons of one of history’s most successful brand revitalizations: the reinvigoration of McDonald’s®. Drawing on that experience, the authors introduce a systematic blueprint for resurrecting any brand, and driving it to unprecedented success. Learn how to refocus your entire organization around common goals and a common brand promise...restore brand relevance based on profound knowledge of your customers... leverage innovation to reinvent your total brand experience… create a “plan to win,” and execute on it. The Truth About Creating Brands People Love reveals 51 bite-size, easy-to-use techniques for building great brands, and keeping them great. Learn powerful truths about positioning brands and developing brand meaning; using brands to drive corporate profits; managing advertising, pricing, and segmentation, and much more. Finally, What’s Your Story?: Storytelling to Move Markets, Audiences, People and Brands shows how to leverage the universal human activity of storytelling: your most powerful, most underutilized tool for competitive advantage. Legendary business thinkers Ryan Mathews and Watts Wacker help you take control of the stories your business tells, make them believable and unforgettable, make them move your customers to act! From world-renowned leaders and experts, including Larry Light, Joan Kiddon, Brian D. Till, Donna D. Heckler, Ryan Mathews, and Watts Wacker
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 88
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Book Description
As the magazine of the Texas Exes, The Alcalde has united alumni and friends of The University of Texas at Austin for nearly 100 years. The Alcalde serves as an intellectual crossroads where UT's luminaries - artists, engineers, executives, musicians, attorneys, journalists, lawmakers, and professors among them - meet bimonthly to exchange ideas. Its pages also offer a place for Texas Exes to swap stories and share memories of Austin and their alma mater. The magazine's unique name is Spanish for "mayor" or "chief magistrate"; the nickname of the governor who signed UT into existence was "The Old Alcalde."
Author: Chris Grams
Publisher: Que Publishing
ISBN: 0789748029
Category : Business & Economics
Languages : en
Pages : 299
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Book Description
"Today you can build powerful, enduring brands at amazingly low cost -- without expensive ad campaigns, huge marketing budgets, self-interested outside agencies, or deep specialized expertise. [...] Chris Grams integrates classic brand positioning concepts with 21st century digital strategies, tools, and practices. Grams presents great new ways to collaboratively uncover, communicate, and evolve your ideal brand position, embed it in organizational culture, and work with your brand community to make it come to life. This step-by-step guide will lead you through the entire brand positioning process, while providing all you need to build a winning brand on a tight budget!"--Back cover.
Author: Donna A. Heckler
Publisher: Author House
ISBN: 1496928989
Category : Education
Languages : en
Pages : 243
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Book Description
p>"When you have a cancer diagnosis, life goes on. I saw this with my teenager battling leukemia. She still had to go out in public and to school despite no hair and the roundness from her chemo. Little things can make a big difference in how you feel navigating the world looking so differently. Donna's book has helpful perspective on how to do this, feeling and looking the best you can. It is a must read if you are living your life while battling for it." -- Cindy Tripp, parent "This book is so relevant and thoughtful for anyone struggling with all the effects of cancer that make life difficult. It is the perfect read for patients and caregivers. Our family has been touched by many kinds of cancer and I only wish that we had a resource with the perfect tips for the problems no one warns you of!!" -- Virginia Howell
Author: Charles Wankel
Publisher: SAGE Publications
ISBN: 1506319521
Category : Business & Economics
Languages : en
Pages : 537
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Book Description
2009 RUSA Outstanding Business Reference Business in today′s world is increasingly diverse. Undertaking commerce, even by an individual, can mean working globally through a welter of new media with opportunities of all kinds rapidly appearing. The boundaries, scope, content, structures, and processes of a business activity can morph into completely different ones in the course of a project. Contemporary businesses, and certainly future businesses, find it incumbent upon them to fit within the requirements of environmental and economic sustainability of the others who inhabit our world. With more than 1,000 entries, the Encyclopedia of Business in Today′s World is packed with essential and up-to-date information on the state of business in our world. Not only does it reflect where business is, it also conveys the trajectory of business farther into the 21st century. These four volumes provide clear overviews of the important business topics of our time, ranging from culture shock to currency hedging, political risk, offshoring, and transnational corporations. The wealth of topics represent an integrated vision by the editor of a perplexity of functions, technologies, and environmental factors. Key Features Provides insight into the development and current business situation globally through articles on many individual countries Examines the processes, responsibilities, and ethics of business in the global market Offers entries written by experts from diverse fields Includes an appendix that looks at World Trade Organization statistics Presents a vast range of topics, including key companies, business policies, regions, countries, dimensions of globalization, economic factors, international agreements, financial instruments, accounting regulations and approaches, theories, legislation, management practices and approaches, and much more Key Themes Competitive Forces Countries Corporate Profiles Cultural Environments Economics of International Business Economic Theories of International Business Ethics, Corruption, and Social Responsibility Export/Import Strategies Foreign Direct Investment Globalization and Society Human Resource Management International Accounting International Finance International Monetary System International Trade Legal and Labor Issues Management and Leadership Manufacturing and Operations Marketing Political Environments Regional Economic Integration Supranational and National Organizations The Encyclopedia of Business in Today′s World serves as a general, nontechnical resource for students, professors, and librarians seeking to understand the development of business as practiced in the United States and internationally.
