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Author: Mike Moser
Publisher: Harvard Business Press
ISBN: 1422163571
Category : Business & Economics
Languages : en
Pages : 186
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Book Description
Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up. Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies. Step by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.
Author: Mike Moser
Publisher: Harvard Business Press
ISBN: 1422163571
Category : Business & Economics
Languages : en
Pages : 186
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Book Description
Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up. Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies. Step by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.
Author: Mike Moser
Publisher: ESENSI
ISBN: 9789790157897
Category : Business & Economics
Languages : en
Pages : 184
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Book Description
"In United We Brand, Moser unveils a hands-on tool he has developed over the course of two decades of branding experience with organizations ranging from brand giants like Reebok and Dell Computers to fledgling startups to nonprofit firms. The "Brand Roadmap" puts insights and strategies once available only through top-flight consulting and advertising agencies in the hands of every executive, small business owner, and entrepreneur."--BOOK JACKET.
Author: Monique Reece
Publisher: FT Press
ISBN: 0132617684
Category : Business & Economics
Languages : en
Pages : 1258
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Book Description
Breakthrough marketing techniques for reigniting growth and profitability! Real-time marketing, social networking, Web 3.0, and more! Three full books of proven solutions for driving breakthrough growth and profitability! Master a six-step strategy for real-time marketing that reignites growth… choose the right social networking tools and resources for your business… reach and motivate customers using advanced Web 3.0 marketing techniques your competitors haven’t discovered yet… and much more! From world-renowned leaders and experts, including Monique Reece, Rawn Shah, and Michael Scott Tasner
Author: Constance E. Bagley
Publisher: Harvard Business Press
ISBN: 1422163598
Category : Law
Languages : en
Pages : 294
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Book Description
The rash of corporate scandals in recent years underscores a fact too often ignored in the business world: flouting the law holds serious consequences. Indeed, all it takes is one rogue trader, one greedy executive, or one misinformed manager to place an entire organization at risk. But respected legal expert Constance E. Bagley argues that staying out of trouble is only part of the picture when it comes to legality in business. In Winning Legally, Bagley shows how managers can proactively harness the power of the law to maximize corporate value, marshal human and financial resources, and manage risk. Through scores of classic and contemporary examples across the business landscape, this no-nonsense guide completely re-frames the relationship of law to business. Bagley explains how managers can use the law as a strategic tool to help select and work effectively with legal advisers, spot legal issues before they become problems, weigh the legal risks of specific opportunities, and more. Ultimately, the responsibility for making tough business decisions lies with managers--not with lawyers. This timely book shows how managers can combine business audacity and vision with integrity and respect for the law to build truly great and enduring firms. Constance E. Bagley is an associate professor of business administration at Harvard Business School. She was formerly a partner of Bingham McCutchen LLP and co-author of The Entrepreneur's Guide to Business Law.
Author: John Foley
Publisher: John Wiley & Sons
ISBN: 0787983810
Category : Business & Economics
Languages : en
Pages : 207
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Book Description
Companies usually assume if their sales are good, then their brand and reputation must be strong. But all too often, they don't have a clear understanding of the values that drive brand and reputation and actually sustain long-term profitability and growth. This leaves companies vulnerable to dangerous backlash between corporate values, and those of their stakeholders: customers, employees, shareholders, media, government, and community. Even well-known and seemingly successful brands and reputations have suffered from this backlash (e.g. Nike and overseas sweatshops, Wal-Mart and unfair employment practices, McDonald's and obesity issues.) Every stakeholder applies their personal and professional values to judge the performance of a company. Branding expert John Foley has developed the BalancedBrand System, which helps companies assess corporate values, identify potential flashpoints, and align values to build a stronger brand and reputation. BalancedBrand identifies and helps manage the forces that will change the way business does business. Foley and co-author Julie Kendrick have created new tools that build and protect brands and reputations.
Author: Monique Reece
Publisher: Pearson Education
ISBN: 0137081359
Category :
Languages : en
Pages : 807
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Book Description
In this book, one of the world’s leading business consultants offers you a complete blueprint for igniting profitable, sustainable growth in your company. Monique Reece introduces the proven, start-to-finish “PRAISE” process that builds growth through six interrelated steps: Purpose, Research, Analyze, Implement, Strategize, and Evaluate/Execute. She demonstrates how to use fast, agile real-time planning techniques that are tightly integrated with execution as part of day-to-day operations... how to clarify your company’s purpose, value to customers, and most attractive opportunities... how to fix problems in sales and marketing that have persisted for decades, and finally measure the real value of marketing... how to combine the best traditional marketing techniques with the latest best practices for using social media... how to systematically and continually improve customer experience and lifetime value. Reece’s techniques have been proven with hundreds of companies over the past two decades – companies ranging from startups to intrapreneurial divisions of the world’s largest Fortune 500 firms. They work – and with her guidance, they will work for you, too.
Author: Abigail Cheever
Publisher: University of Georgia Press
ISBN: 0820336017
Category : Literary Criticism
Languages : en
Pages : 324
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Book Description
The epithet "phony" was omnipresent during the postwar period in the United States. It was an easy appellation for individuals who appeared cynically to conform to codes of behavior for social approbation or advancement. Yet Holly Golightly "isn't a phony because she's a real phony," says her agent in Breakfast at Tiffany's. In exploring this remark, Abigail Cheever examines the ways in which social influence was thought to deform individuals in midcentury American culture. How could a person both be and not be herself at the same time? The answer lies in the period's complicated attitude toward social influence. If being real means that one's performative self is in line with one's authentic self, to be a real phony is to lack an authentic self as a point of reference--to lack a self that is independent of the social world. According to Cheever, Holly Golightly "is like a phony in that her beliefs are perfectly in accordance with social norms, but she is real insofar as those beliefs are all she has." Real Phonies examines the twinned phenomena of phoniness and authenticity across the second half of the twentieth century--beginning with adolescents in the 1950s, like Holly Golightly and Holden Caulfield, and ending with mid-career professionals in the 1990s, like sports agent Jerry Maguire. Countering the critical assumption that, with the emergence of postmodernity, the ideal of "authentic self" disappeared, Cheever argues that concern with the authenticity of persons proliferated throughout the past half-century despite a significant ambiguity over what that self might look like. Cheever's analysis is structured around five key kinds of characters: adolescents, the insane, serial killers, and the figures of the assimilated Jew and the "company man." In particular, she finds a preoccupation in these works not so much with faked conformity but with the frightening notion of real uniformity--the notion that Holly, and others like her, could each genuinely be the same as everyone else.
Author: Philip Sugai
Publisher: Routledge
ISBN: 1000178765
Category : Business & Economics
Languages : en
Pages : 247
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Book Description
Building Value through Marketing provides a hands-on guide to understanding and building compelling marketing plans that create value, not only in profit terms but also for customers and stakeholders. Working step-by-step through strategy development, this book empowers those responsible for creating or managing new products or services to have the right mindset, understand the most important marketing tools that they can use and apply these to create unprecedented levels of value. Founded on the principle of Service Dominant Logic, the book is organized into three key sections: "The Value Mindset," "The 12 Building Blocks of Value," and "Value-Focused Marketing in Action," which walk through the process of value-focused product and service development. The strategies and tools put forward have been tested successfully across multiple industries and countries and are grounded in academic theory, emphasized by real-life case studies throughout. Readers will gain the ability to align their marketing scholarship and practices with the current definition of why a business exists and the role that marketing plays within these business practices. This is essential reading for those studying Marketing Planning and Strategy at Advanced Undergraduate, Postgraduate and MBA levels. Its uniquely applied approach also makes it an excellent guide for marketing practitioners and institutions offering professional qualifications.
Author: Louis Patler
Publisher: Sourcebooks, Inc.
ISBN: 1402214936
Category : Business & Economics
Languages : en
Pages : 305
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Book Description
Today's business world is confusing and uncertain. Things move so fast, it seems that every day there is a new technology, a new marketing strategy and a new way to attract customers. How do you make sense of it all? Is the hot new trend you're hearing about the wave of the future or just another passing fad? Louis Patler has the answers. As a leading trend-analysis and market-research guru for companies such as American Express, General Dynamics, Lloyds Bank and Dell Computers, Patler has spent the last twenty years studying emerging business trends and tracking their impact in the marketplace. Through this intense research and remarkable insights into the most successful and innovative companies, Patler has discovered the key to doing business in the 21st century--the trends and strategies that are here to stay. --Don't expect loyalty. Today's employees will not stay at a job for more than three years. Plan for this and take advantage of it. --Forget what you do "best." Your company's most valued traditions or processes are often the ones holding it back. --The customer is not always right. Offer savings and specials to your most valuable and loyal customers and let the rest shop somewhere else. --The future is here. Things will never "go back to normal"; this is normal! --and countless more... TrendSmart not only reveals the most important business developments, but shows you how to use them to make your business strong and leap ahead of the competition. TrendSmart managers lead with strength and vision, create a group of happy and loyal customers and give employees the tools they need to help the company grow. TrendSmart is the tool every leader, manager and business owner needs to succeed today and in the future. "Louis Patler is to change as Mark McGwire is to baseball--a man with the power to shatter myths, raise standards and inspire greatness."--Jay Conrad Levinson, author of Guerilla Marketing "Reading Louis Patler awakens your mind and renews your energy for this marathon race we call business."--Jim Kouzes, Chairman, Tom Peters Group Learning Systems
Author: Steven Mark WEISS
Publisher: AMACOM Div American Mgmt Assn
ISBN: 0814410197
Category : Business & Economics
Languages : en
Pages : 289
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Book Description
J.P. Morgan once famously remarked, “Millionaires don’t have astrologers. Billionaires do.” For modern business professionals, the idea that what’s in the stars might have some bearing on the very cut-and-dried, numbers-dominated corporate environment may seem pretty “out there.” But time and time again, the science of astrology has been shown to provide uncanny insight into timing and trends. This book examines the accomplishments of hundreds of business greats—from Walt Disney to Oprah Winfrey to Bill Gates—through the remarkable and surprising lens of astrology. Signs of Success gives all readers, be they astrological doubters, dilettantes, or devotees, a practical and entertaining overview of the many applications of astrology to business endeavors. The book provides an analysis of the 12 zodiacal business personality types, and fascinatingly recounts how an understanding of the stars has affected landmark business events throughout history. Witty, wise, and practical, this delightful book shows readers that when it comes to real-world business and leadership, the sky truly is the limit.
