Brand Rewired

Author: Anne H. Chasser
Publisher: John Wiley & Sons
ISBN: 9780470648841
Format: PDF, ePub, Mobi
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Discover how the world's leading companies have added value to their company by rewiring the brand creation process Brand Rewired showcases the world's leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity. Features interviews with executives from leading worldwide companies including: Kodak, Yahoo, Kraft, J.Walter Thompson, Kimberly Clark, Scripps Networks Interactive, the Kroger Company, GE, Procter & Gamble, LPK, Northlich and more Highlights how to maximize return on investment in creating a powerful brand and intellectual property portfolio that can be leveraged economically for many years to come Reveals how to reduce costs in the brand creation and legal process Illustrates how a brand strategy intersecting with an equally powerful intellectual property strategy produces a greater economic return and more rewards for the brand project leaders Innovative in its approach, Brand Rewired shows you how how leading companies are abandoning the old school research-and-development-driven innovation philosophy and evolving to a Brand Rewired approach of innovating at the consumer level, using multi-disciplinary teams to build a powerful brand and intellectual asset to maximize return on investment.

Building Brand Equity and Consumer Trust Through Radical Transparency Practices

Author: Veselinova, Elena
Publisher: IGI Global
ISBN: 1522524185
Format: PDF, Mobi
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The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.

Brand Rewired

Author: Anne H. Chasser
Publisher: Wiley
ISBN: 9780470575420
Format: PDF, Docs
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Discover how the world's leading companies have added value to their company by rewiring the brand creation process Brand Rewired showcases the world's leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity. Features interviews with executives from leading worldwide companies including: Kodak, Yahoo, Kraft, J.Walter Thompson, Kimberly Clark, Scripps Networks Interactive, the Kroger Company, GE, Procter & Gamble, LPK, Northlich and more Highlights how to maximize return on investment in creating a powerful brand and intellectual property portfolio that can be leveraged economically for many years to come Reveals how to reduce costs in the brand creation and legal process Illustrates how a brand strategy intersecting with an equally powerful intellectual property strategy produces a greater economic return and more rewards for the brand project leaders Innovative in its approach, Brand Rewired shows you how how leading companies are abandoning the old school research-and-development-driven innovation philosophy and evolving to a Brand Rewired approach of innovating at the consumer level, using multi-disciplinary teams to build a powerful brand and intellectual asset to maximize return on investment.

Brand Action

Author: Mirko Nesurini
Publisher: HOEPLI EDITORE
ISBN: 8820350904
Format: PDF, Kindle
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Mirko Nesurini presenta un nuovo libro dedicato ai brand; questa volta l'obiettivo dell'autore sulle pratiche che si svolgono dietro le quinte. Siamo infatti abituati a valutare i brand in base a quello che dicono di fare in termini di responsabilit sociale, per i prodotti che pubblicizzano e vendono sul mercato e qualche volta per l'efficacia comunicativa del CEO. Ma la reputazione dei brand, quella vera e duratura, nasce dietro le quinte. Sono le iniziative che non si vedono ma che rendono grande un brand: acquistare prodotti realizzati senza sfruttare i bambini, ridurre l'inquinamento, sviluppare un design sostenibile in modo che i prodotti possano essere riusati dopo il loro ciclo di vita, prevenire le crisi, dialogare in modo trasparente con i clienti e gli attivisti. Tutto questo viene spiegato nel testo, insieme a 90 interviste a operatori del settore, 2 ricerche di mercato e tante storie vere di imprese che si sono attivate per diventare migliori.

Branding de ora Studiu de caz Bucure ti

Author: Florin Alexandru Alexe
Publisher: Mica Valahie via PublishDrive
ISBN: 6067380463
Format: PDF, Mobi
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Lucrarea vizează o temă de actualitate – brandul de oraș, oferind un cadru teoretic al acestui nou concept de marketing, completat de o parte aplicativă diversă, care și-a propus să identifice și să completeze eforturile autorităților locale în această direcție.

Fast Forward

Author: Julian Birkinshaw
Publisher: Stanford University Press
ISBN: 1503602311
Format: PDF, ePub, Mobi
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The leading companies of the past twenty years have all harnessed the power of information to gain competitive advantage. But as access to big data becomes ubiquitous, it can no longer guarantee a leg up. Fast/Forward makes the case that we are entering a new era in which firms that understand the limits of 1s and 0s will take the lead. Whereas the industrial age saw the rise of bureaucracy, and the information age has been described as a meritocracy, we are witnessing the rise of adhocracy. In uncertain, rapidly-changing times, adhocracic organizations scan the horizon for winning opportunities. Then, instead of questing after more analysis, they respond with agility by making smart, intuitive decisions. Combining decisive action with emotional conviction, future-facing firms seize the day. Fast/Forward paints the big picture of a new approach to strategy and provides the necessary playbook to make your company fit for the future.

Viral Spiral

Author: David Bollier
Publisher: David Bollier
ISBN:
Format: PDF, Kindle
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A narrative history of the emergence of electronic "free culture" explains how strict intellectual property rights, hierarchies of credentialed experts, and other forms of centralized control are being challenged and reshaped by the world of digital media, in an account that includes coverage of such figures as hacker Richard Stallman and copyright scholar Lawrence Lessig. 20,000 first printing.

Domain Names Rewired

Author: Jennifer C. Wolfe
Publisher: John Wiley & Sons
ISBN: 1118312627
Format: PDF, Mobi
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The "R" in the word "rewired" appears as the patent mark.

Brand Innovation Manifesto

Author: John Grant
Publisher: John Wiley & Sons
ISBN: 9781119995036
Format: PDF, ePub
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The days of the image brands are over, and ‘new marketing’ has gone mainstream. The world’s biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Luke’s and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting people’s lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the ‘brand molecule’ to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands.

Social Business By Design

Author: Dion Hinchcliffe
Publisher: John Wiley & Sons
ISBN: 1118273214
Format: PDF, ePub
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"How to rethink modern organizations for the social media eraSocial Business by Design begins by exploring how the social, cultural, and technological trends provoked by the social media explosion are transforming the business environment. From this big picture view, the book then steps down to closely analyze the various tools of social media strategy: social media marketing, social product development, crowdsourcing, social customer research management, and more. The author then shows how to choose and implement a social business strategy and reveals the exact playbook to maximize its impact. These strategies are grounded in real-world examples from high-profile organizations such as Accenture, Best Buy, DIA, GEICO, ING, LG, Missile Defense Agency, Gucci, World Bank, and IBM.Social Business by Design draws on the rich unique set of assets of the Dachis Group. With a leading consulting business for numerous senior executive clients in Fortune 500 and Global 2000 companies, Dachis uses its "front row" seat in the industry to complete research work with large enterprises in their industry-leading Social Business Council. The books combines compelling explanation, hard-hitting research, and strategic recommendation, very much in line with the way Dachis practices"--