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Author: Larry Light
Publisher: FT Press
ISBN: 0134194519
Category : Business & Economics
Languages : en
Pages : 311
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Book Description
New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature’s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance. They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You’ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management. For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students.
Author: Larry Light
Publisher: FT Press
ISBN: 0134194519
Category : Business & Economics
Languages : en
Pages : 311
Get Book Here
Book Description
New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature’s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance. They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You’ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management. For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students.
Author: Scott Bedbury
Publisher: Penguin
ISBN: 9780142001905
Category : Business & Economics
Languages : en
Pages : 244
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Book Description
What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.
Author: David Ulrich
Publisher: Harvard Business Review Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 296
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Book Description
leadership evaluate progress along the way, as a leadership brand is created and implemented."--BOOK JACKET.
Author: Hubert K. Rampersad
Publisher: IAP
ISBN: 1607521814
Category : Business & Economics
Languages : en
Pages : 284
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Book Description
This book offers an advanced breakthrough formula to build, implement, maintain, and cultivate an authentic, distinctive, relevant, and memorable Personal and Corporate Brand, which forms the key to enduring personal and business success. The new Personal Branding blueprint entails a systematic and integrated journey towards self-awareness, happiness, and enduring marketing success. If you are branded in this holistic way you will automatically attract success and the people and opportunities that are a perfect fit for you. Hubert Rampersad has introduced an advanced authentic Personal Branding model and practical related tools, that provide an excellent framework and roadmap for building a strong authentic Personal Brand, which is in harmony with your dreams, life purpose, values, genius, passion, and with things what you love doing. This new blueprint has been proven in practice to produce sustainable results, not only for individuals but also for companies. By aligning employee’s Personal Brand with their Corporate Brand you can realize the ‘best fit’ between employee and company, which creates a highly engaged and happy workforce.
Author: David Taylor
Publisher: John Wiley & Sons
ISBN: 0470971339
Category : Business & Economics
Languages : en
Pages : 226
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Book Description
This refreshingly simple, practical guide demonstrates how brand management can boost business performance. It is the ideal inspiration for creating growth in today's tough economic times. Following the template of the highly successful original version, the book consists of a programme of 8 "workouts" that will help marketers raise their own game in key areas such as: insight, portfolio strategy, positioning and innovation. The tools and techniques in the book have been road-tested on over 100 brandgym projects out of the last 8 years, making this book extremely practical. Based on the inside stories of brand leaders who have achieved success: Tesco, T-Mobile, Unilever and Proctor and Gamble. These companies share their tips, tricks and warn of the traps to avoid. 50% of the content is new or updated with the latest thinking on "recession proof branding", how to win when times are tough, communication briefing, growing the core business and new research with marketing directors on the key success factors of brand leaders. The authors are most influential, appearing in The Guardian, Marketing, Brand Strategy, Market Leader and The Marketer. The CIM have called David Taylor one of the "World's 50 most important marketing thinkers".
Author: Melva Robertson
Publisher:
ISBN: 9780578804064
Category : Business & Economics
Languages : en
Pages : 216
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Book Description
The extensive leadership literature of our day focuses on the what and how of leadership. Numerous definitions, concepts, behaviors, and traits of leadership aim to pinpoint the "magic formula" -from a blanket approach--that makes leadership effective. One vital, yet often overlooked, area lacking in these conversations is the emphasis on the personal connection to leadership. This book takes a deep dive into the notion of leadership as a personal brand. It provides theories, strategies, examples, and tactics along with evidence suggesting that leadership derives from -- and is influenced by -- a more personal context. Chapters draw from the belief that there is no separation between the leader and the person holding the leadership title. The leader's identity has a direct correlation to who the leader is as a person rather than a function. Leadership values stem primarily from personal values, experiences, beliefs, and other influences, and thus, the perceptions of a leader are automatically associated with that person-- the individual. Accordingly, if leadership output is personal and the outcomes are personal to those influenced by the leader, then one who is considered an impactful leader is the result of both their personal attributes and their application of concepts and theories. The way a leader leads originates from a customized selection of leadership styles, strengths, and approaches that are unique to each person and based on their exposures and influences. This book also explores a personal branding approach to leadership development. It explains leadership branding as an acknowledgement of leader's reputation. How one is viewed as a leader becomes personal once those perceptions are used to identify the leader. They comprise the leader's brand-reputation. In recognizing leadership as a personal brand, the book incorporates branding concepts and how these contribute to leadership development, responsibility, and outcomes. The subject of this book is strategic leadership development. Readers will use the customized Leadership BRAND Assessment and explore concepts and theories common to leadership, to understand and develop the knowledge, skills, and abilities needed to effectively lead organizations and teams effectively through change, crisis, uncertainty, and other barriers to achieving a common goal. Topics covered in this book include, leadership responsibility and accountability, ethics, values, effective communication, resilience, vision, foresight and followership.
Author: David Magellan Horth
Publisher: Center for Creative Leadership
ISBN: 160491629X
Category : Business & Economics
Languages : en
Pages : 47
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Book Description
Author: David A. Aaker
Publisher: Simon and Schuster
ISBN: 1471104370
Category : Business & Economics
Languages : en
Pages : 550
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Book Description
Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights on the hot new area of Internet branding. Full of impeccable, intelligent guidance, BRAND LEADERSHIP is the visionary key to business success in the future.
Author: Jim Whitt
Publisher: Lariat Press
ISBN: 0977000400
Category : Business & Economics
Languages : en
Pages : 128
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Book Description
Riding for the Brand is a western that's set in the future. It's a short novel about leadership, human motivation and change. The story revolves around two men: Bob Fooshee, a freelance writer, and Burns Marcus, a rancher who builds a business empire. The year is 2030, and Fooshee is dispatched by a magazine to write about Marcus, whose ranch was near bankruptcy 25 years earlier. It was then that Marcus, searching for answers, attended the cattlemen's convention in San Antonio and heard a speaker who provoked him to radically change the way he approached his business. This was the catalyst that led Marcus to start Diamond Enterprises, which becomes the model organization of the 21st century. While interviewing Burns at his ranch in Oklahoma, Bob rides pasture, ropes a few steers and discovers the key to Burns Marcus' success - the power of purposeful leadership.
Author: Michael Jary
Publisher: Springer
ISBN: 1349143782
Category : Business & Economics
Languages : en
Pages : 293
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Book Description
How can retail brand power be built and maintained? What are the implications of this for 'producer brands' like Coca-Cola? How will retailing look in the twenty-first century? This book sets out strategies and implementation programmes for building strong brands in retailing, to create competitive differentiation and superior financial returns. It begins with an analysis of how retail and 'own label' brands have leap-frogged traditional producer brands. The authors argue that this is changing the consumer goods industry. To meet these new challenges, the book sets out action plans and examines branding strategies in a number of different market sectors. It also uses analysis and case-studies from around the world, particularly the USA, Europe and Japan.
