Author: Ana Andjelic
Publisher:
ISBN: 9780367552213
Category : Branding (Marketing)
Languages : en
Pages : 104
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Book Description
Not long ago, wearing real fur was a signal of wealth and status. Now, it's a signal of ignorance. Thanks to luxury rental and resale services, these days anyone can walk around in a Gucci belt. But not everyone knows that Rimowa dropped a new suitcase or who made their food and clothes. Wokeness is a modern class distinction. For the longest time, brands have operated according to the Veblen logic that status is linked to wealth and desirability to price. Now they have the opportunity to flip the script of aspiration and link worth and values to their success. Aimed at marketers, entrepreneurs, and advertising professionals, this book is full analysis, examples, and tools of how to use the modern aspiration economy to shift a brand narrative and competitive strategy, create and distribute brand symbols, and ensure that a brand's products and services create both monetary and moral value.
Author: Dora Lutz
Publisher:
ISBN: 9781722840907
Category :
Languages : en
Pages : 116
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Book Description
fter years of research, modeling and consulting, Dora Lutz is sharing the common actions purpose-driven leaders and social entrepreneurs take to generate both world-changing impact and profit. This book covers the five primary components to building an Aspirational Business, and uses GivingSpring's proprietary B.E.G.I.N. process to move your organization towards purpose and profit. Filled with stories, examples, activities and personal reflection points, The Aspirational Business sets a solid foundation for any leader looking to do more with his or her business.
Author: S. Saviolo
Publisher: Springer
ISBN: 1137285931
Category : Business & Economics
Languages : en
Pages : 156
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Book Description
What do brands like Apple, Diesel, Abercrombie & Fitch and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship with their clients that goes beyond brand loyalty. This gives a complete analysis of Lifestyle Brands, that inspire, guide and motivate beyond product benefits alone.
Author: Ana Andjelic
Publisher: Routledge
ISBN: 1000201503
Category : Business & Economics
Languages : en
Pages : 74
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Book Description
The Business of Aspiration is about how consumers' shifting status symbols affect business and brand strategy. These changing status symbols, like taste, aesthetic innovation, curation or environmentalism create the modern aspirational economy. In the traditional economy, consumers signaled their status through collecting commodities, Instagram followers, airline miles, and busy back-to-back schedules. By contrast, in the aspirational economy, consumers increasingly convey status through collecting knowledge, taste, micro-communities, and influence. This new capital changes the way businesses and entire markets operate, and yet the modern aspirational economy is still an under-explored area in business and culture. The Business of Aspiration changes that. In this book, marketers will find examples, analyses and tools on how brands can successfully grow in the modern aspirational economy. The Business of Aspiration answers questions like, "what is good for my brand long-term?", "how is this business decision going to impact our culture?" or "what are the main objectives of our growth?" Marketers will learn to shift their brand narrative and competitive strategy, to create and distribute new brand symbols, and to ensure that their brand’s products and services create both monetary and social value.
Author: Ashvin B. Chhabra
Publisher: HarperCollins
ISBN: 0062235109
Category : Business & Economics
Languages : en
Pages : 176
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Book Description
The Chief Investment Officer of Merrill Lynch Wealth Management explains why goals, not markets, should be the primary focus of your investment strategy—and offers a practical, innovative framework for making smarter choices about aligning your goals to your investment strategy. Today all of us bear the burden of investing wisely, but too many of us are preoccupied with the wrong priorities—increasing returns at all costs, finding the next star fund manager, or beating “the market.” Unfortunately conventional portfolio theory and the grand debates in finance have offered investors only incomplete solutions. What is needed, argues Ashvin B. Chhabra, is a framework that shifts the focus of investment strategy from portfolios and markets to individuals and the objectives that really matter: things like protecting against unexpected financial crises, paying for education or retirement, and financing philanthropy and entrepreneurship. The Aspirational Investor is a practical, innovative approach to managing wealth based on key goals and the careful allocation of risks rather than responding to the whims of the financial markets. Chhabra introduces his “Wealth Allocation Framework,” which accommodates the three seemingly incompatible objectives that must underpin every sound wealth management plan: the need for financial security in the face of known and unknowable risks; the need to maintain current living standards over time despite inflation; and the need to pursue aspirational goals for wealth creation. Chhabra reveals some surprising facts about wealth creation, reinterprets the success formulas of investing greats like Warren Buffett, and closes the gap between theory and practice by simplifying our understanding of key asset classes and laying out a concise roadmap for identifying, prioritizing, and quantifying financial goals. Raising the bar for what we should expect from our investment portfolios—and our financial advisors—The Aspirational Investor sets us on a path to more confident and fulfilling financial lives.
Author: Elizabeth Currid-Halkett
Publisher: Farrar, Straus and Giroux
ISBN: 1429962623
Category : Social Science
Languages : en
Pages : 322
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Book Description
The author of The Warhol Economy asks how does celebrity work and why do we care about some people more than others? What is celebrity? Why is it such a dominant force in our culture? And why do we seem preoccupied with it now more than ever? Celebrity—our collective fascination with particular people—is everywhere and takes many forms, from the sports star, notorious Wall Street tycoon, or film icon, to the hometown quarterback, YouTube sensation, or friend who compulsively documents his life on the Internet. We follow with rapt attention all the minute details of stars' lives: their romances, their spending habits, even how they drink their coffee. For those anointed, celebrity can translate into big business and top social status, but why do some attain stardom while millions of others do not? Why are we simply more interested in certain people? Elizabeth Currid-Halkett presents the first rigorous exploration of celebrity, arguing that our desire to "celebrate" some people and not others has profound implications, elevating social statuses, making or breaking careers and companies, and generating astronomical dividends. Tracing the phenomenon from the art world to tabletop gaming conventions to the film industry, Currid-Halkett looks at celebrity as an expression of economics, geography (both real and virtual), and networking strategies. Starstruck brings together extensive statistical research and analysis, along with interviews with top agents and publicists, YouTube executives, major art dealers and gallery directors, Bollywood players, and sports experts. Laying out the enormous impact of the celebrity industry and identifying the patterns by which individuals become stars, Currid-Halkett successfully makes the argument that celebrity is an important social phenomenon and a driving force in the worldwide economy.
Author: Bob Aubrey
Publisher:
ISBN: 9780071327732
Category : Leadership
Languages : en
Pages : 224
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Book Description
Creating Aspirational Leaders is a new leadership classic that tells the story of how today's workforce has changed and why a new kind of leadership has evolved. Written to help the reader develop the right leadership to create a competitive workforce advantage, it is a book for leaders who want to be on the solution side rather than the problem side of today's aspirational workforce. Leaders have always had the job of developing people at work, but today's workers demand that their identities and aspirations be valued and developed along with their skills. In this book, the author brings across the message that companies must make work more aspirational or risk losing their talented workers. The author spells out the lessons to be learned from leaders in companies from China to Brazil, from Singapore to Germany and the USA in creating aspirational organisations. Starting with the story of an aspirational leadership disaster in the world's largest factory, he takes the reader through a process of building an aspirational organisation, developing leadership wisdom, using new tools for aspirational development and mastering new dimensions of employee motivation. This book is full of stories of leaders who have improved business results while developing people potential to achieve the status of a great company for people development.
Author: David Aaker
Publisher: Morgan James Publishing
ISBN: 1614488320
Category : Business & Economics
Languages : en
Pages : 219
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Book Description
"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.
Author: John Doerr
Publisher: Penguin
ISBN: 052553623X
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
#1 New York Times Bestseller Legendary venture capitalist John Doerr reveals how the goal-setting system of Objectives and Key Results (OKRs) has helped tech giants from Intel to Google achieve explosive growth—and how it can help any organization thrive. In the fall of 1999, John Doerr met with the founders of a start-up whom he'd just given $12.5 million, the biggest investment of his career. Larry Page and Sergey Brin had amazing technology, entrepreneurial energy, and sky-high ambitions, but no real business plan. For Google to change the world (or even to survive), Page and Brin had to learn how to make tough choices on priorities while keeping their team on track. They'd have to know when to pull the plug on losing propositions, to fail fast. And they needed timely, relevant data to track their progress—to measure what mattered. Doerr taught them about a proven approach to operating excellence: Objectives and Key Results. He had first discovered OKRs in the 1970s as an engineer at Intel, where the legendary Andy Grove ("the greatest manager of his or any era") drove the best-run company Doerr had ever seen. Later, as a venture capitalist, Doerr shared Grove's brainchild with more than fifty companies. Wherever the process was faithfully practiced, it worked. In this goal-setting system, objectives define what we seek to achieve; key results are how those top-priority goals will be attained with specific, measurable actions within a set time frame. Everyone's goals, from entry level to CEO, are transparent to the entire organization. The benefits are profound. OKRs surface an organization's most important work. They focus effort and foster coordination. They keep employees on track. They link objectives across silos to unify and strengthen the entire company. Along the way, OKRs enhance workplace satisfaction and boost retention. In Measure What Matters, Doerr shares a broad range of first-person, behind-the-scenes case studies, with narrators including Bono and Bill Gates, to demonstrate the focus, agility, and explosive growth that OKRs have spurred at so many great organizations. This book will help a new generation of leaders capture the same magic.
Author: Alan G. Lafley
Publisher: Harvard Business Press
ISBN: 142218739X
Category : Business & Economics
Languages : en
Pages : 274
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Book Description
Explains how companies must pinpoint business strategies to a few critically important choices, identifying common blunders while outlining simple exercises and questions that can guide day-to-day and long-term decisions.
