What Great Brands Do

The Seven Brand-Building Principles that Separate the Best from the Rest


Author: Denise Lee Yohn

Publisher: John Wiley & Sons

ISBN: 9781118611258

Category: Business & Economics

Page: 272

View: 4990

Offers advice for building an exceptional organizational brand by emulating the techniques of the great industry icons, and manifesting seven principles of successful branding.

Building Brand Value

Five Steps to Building Powerful Brands


Author: M. G. Parameswaran

Publisher: Tata McGraw-Hill Education

ISBN: 9780070583221

Category: Advertising

Page: 385

View: 1997

Marketing is about building brand value for the consumers, society and intermediaries.So how does a person, an institution or a business entity build brand value? Can a methodology be evolved that can be applied to a developing country like India?Building Brand Value is based on five intrinsic steps for developing a new brand and for making an existing brand stronger and more valuable. Besides this, it provides insights on positioning options, brand audit, and more, that can be of use to marketing and brand managers in Indian companies.The book has a strong Indian flavour to it. Its methodology and approach are bound to be useful to management students and can be adopted in other developing countries as well.

Managing Organizational Crisis and Brand Trauma


Author: Dennis W. Tafoya

Publisher: Springer

ISBN: 331960726X

Category: Business & Economics

Page: 256

View: 2772

This book offers a framework for dealing with a new phenomenon affecting organizations and their stakeholders: brand trauma. Brand trauma puts an organization's credibility at risk as stakeholders, shaken by the effects of a crisis or a crisis' poor management reassess their relationship with the organization. The Deepwater Horizon oil spill, police harassment, Volkswagen’s tampering with pollution devices, Wells Fargo's treatment of customer accounts, and the sexual exploits of politicians, educators and other high profile individuals are organizational crises that may trigger brand trauma. The author discusses both organizational and brand trauma with models and illustrations. Those in journalism, law and the justice department, criminologists, marketing, and public relations specialists well as members of an organization's leadership teams and advisory boards will find the material useful.

Industrial Marketing


Author: Mukerjee

Publisher: Excel Books India

ISBN: 9788174467003

Category: Industrial marketing

Page: 654

View: 3830

Soulful Branding

Unlock the Hidden Energy in Your Company and Brand


Author: Jerome Conlon,Moses Ma,Langdon Morris

Publisher: CreateSpace

ISBN: 9781515114413


Page: 208

View: 1772

Soulful Branding offers practical, expert guidance on how to achieve higher levels of business success. This is a powerful field guide for discovering and implementing more effective and innovative branding strategies through a new brand development toolset, philosophy and process. This book presents a business problem-solving framework, tied to new perspectives to positively influence product design, services, brands and companies looking for more sustainable and defensible differentiation. "This MUST READ book takes you on an inspirational journey to the foundations of what great brands do. Successful marketers must build brands that resonate deeply with their audiences. In these pages you'll find a practical yet thought-provoking guide to transformational brand management - how to create an iconic brand that radiates success and encourages customers to connect soulfully. I recommend it highly!" - Jack Canfield, Creator of the Chicken Soup for the Soul brand and winner of The World's Best Brands "Brand Laureate Signature Award" "This book is a deep dive into the psyche and gestalt of understanding who we are as unique makers, story tellers and sellers. In short, this book is a must read for anybody who wants to excel in business." - Tinker Hatfield, Senior VP Design Nike, Inc. "In today's new business environment if your brand does not have a soul it's dead ! Soulful Branding is visionary and lays out the future of branding for any business that plans to be relevant." - Deepak Chopra, Author, Soul of Leadership "Insightful and engaging, Soulful Branding provides rare glimpses into what makes strong brands really tick in both theory and practice. This book will help you build better brands." - Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, Author, Strategic Brand Management Soulful Branding reveals how you can employ a new set of tools to take your brand and company to the next level. Readers will learn how to foster a culture of brand innovation, and learn how to: * Detect and overcome business blindspots to solve difficult marketing problems * Strengthen and harmonize your internal company culture * Enhance your internal creative process for strengthening the brand About the Authors: Jerome Conlon is a leading brand and business development consultant, focused on helping companies and brands implement innovative, soulful and iconic branding strategies and plans. Moses Ma is a technology thought leader, an innovation consultant and manages a high-tech venture incubator. Langdon Morris is a leading innovation consultant, and focuses on helping organization implement the world's best innovation methods and tools to solve very complex problems.


How Integrating Brand and Culture Powers the World's Greatest Companies


Author: Denise Lee Yohn

Publisher: Hachette UK

ISBN: 147367705X

Category: Business & Economics

Page: 240

View: 4956

'Leaders everywhere are trying to build great brands, but few realise how powerfully brands are shaped by the cultures of their organizations. This compelling book shows how.' -Adam Grant, New York Times bestselling author of Originals and Give and Take In FUSION, Denise Lee Yohn examines some of the world's greatest organizations and reverse-engineers their greatness - specifically how they've integrated what's on the inside (culture) with what's on the outside (brand) for remarkable results. Through detailed case studies, interviews with industry leaders, findings from respected academic research and drawing on her own experience working with extraordinary brands across a broad range of sectors, Denise shows how great companies achieve the brand-culture fusion that creates extraordinary results and growth. FUSION is for those with responsibility and oversight for the core operations of their business (C-Suite and line managers) who also set the tone and direction for their companies. The book includes access to Denise's proprietary online assessment for determining how close to or how far from brand/culture integration a company is and a blueprint for achieving brand-culture fusion.

The Power of Unpopular

A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)


Author: Erika Napoletano

Publisher: John Wiley & Sons

ISBN: 1118238664

Category: Business & Economics

Page: 224

View: 8594

Every successful brand in history is inherently unpopular with a specific demographic. Somewhere along the way, people felt they had to be popular in order to be successful, when in fact, the opposite is true. The brands playing in the space you want to dominate have already figured out the inherent power of being unpopular. In The Power of Unpopular, you'll discover the difference between flash-in-the-pan brand tactics and those designed to place you miles above the competition. Brand Personality: What's yours? Explore the importance of taking a stand and why brands become road kill without a distinct personality. Community: It's the number one thing that unpopular brands have figured out—learn how to build yours. Brand Advocacy: It knows no scale and your fans don't care how big you are. A guide for businesses on the proper care and feeding of their biggest asset. Erika Napoletano's irreverent yet never insincere tone takes readers on a colloquial and actionable journey, producing concepts that readers can immediately graft onto their existing business strategies. Complete with case studies of businesses from across the country, this is the book that couples theory with practice, creating pathways for business owners of any size and age. Change the way you do business and live your life—become unpopular.

Collective Genius

The Art and Practice of Leading Innovation


Author: Linda A. Hill,Greg Brandeau,Emily Truelove,Kent Lineback

Publisher: Harvard Business Review Press

ISBN: 1422187594

Category: Business & Economics

Page: 272

View: 8587

Why can some organizations innovate time and again, while most cannot? You might think the key to innovation is attracting exceptional creative talent. Or making the right investments. Or breaking down organizational silos. All of these things may help—but there’s only one way to ensure sustained innovation: you need to lead it—and with a special kind of leadership. Collective Genius shows you how. Preeminent leadership scholar Linda Hill, along with former Pixar tech wizard Greg Brandeau, MIT researcher Emily Truelove, and Being the Boss coauthor Kent Lineback, found among leaders a widely shared, and mistaken, assumption: that a “good” leader in all other respects would also be an effective leader of innovation. The truth is, leading innovation takes a distinctive kind of leadership, one that unleashes and harnesses the “collective genius” of the people in the organization. Using vivid stories of individual leaders at companies like Volkswagen, Google, eBay, and Pfizer, as well as nonprofits and international government agencies, the authors show how successful leaders of innovation don’t create a vision and try to make innovation happen themselves. Rather, they create and sustain a culture where innovation is allowed to happen again and again—an environment where people are both willing and able to do the hard work that innovative problem solving requires. Collective Genius will not only inspire you; it will give you the concrete, practical guidance you need to build innovation into the fabric of your business.

No Logo 10th Anniversary Edition


Author: Naomi Klein

Publisher: Vintage Canada

ISBN: 0307366316

Category: Social Science

Page: 528

View: 4627

The tenth anniversary edition of the international bestseller with an updated introduction by Naomi Klein. In the last decade No Logo has become an international phenomenon. Equal parts journalistic expose, mall-rat memoir, and political and cultural analysis, it vividly documents the invasive economic practices and damaging social effects of the ruthless corporatism that characterizes many of our powerful institutions. As the world faces another depression, Naomi Klein's analysis of the branded world we all live in proves not only astonishingly prescient but more vital and timely than ever. No Logo became "the movement bible" that put the new grassroots resistance to corporate manipulation into clear perspective. It tells a story of rebellious rage and self-determination in the face of our branded world, calling for a more just, sustainable economic model and a new kind of proactive internationalism. Since her book The Shock Doctrine was published last year, Klein, now thirty-eight, has become the most visible and influential figure on the American left-what Howard Zinn and Noam Chomsky were thirty years ago.

Media Selling

Television, Print, Internet, Radio


Author: Charles Warner

Publisher: John Wiley & Sons

ISBN: 1444359274

Category: Business & Economics

Page: 616

View: 9792

This newly revised and updated edition of Media Selling addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales. A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data