Brand Rewired

Author: Anne H. Chasser
Publisher: John Wiley & Sons
ISBN: 9780470648841
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.

Building Brand Equity and Consumer Trust Through Radical Transparency Practices

Author: Veselinova, Elena
Publisher: IGI Global
ISBN: 1522524185
Format: PDF
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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
Download Now
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.

Friction

Author: Jeff Rosenblum
Publisher: powerHouse Books
ISBN: 157687883X
Format: PDF
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Every industry around the globe is being completely disrupted. Stalwart brands are losing market share to upstarts that capture our collective consciousness. Trillions of dollars are at stake. Brands know a new approach is needed. But most don’t realize the strategic underpinnings need to change. Great brands are no longer built through interruptive advertisements. Friction argues that brands don't simply need clever messages or new, shiny technologies. They need a fundamental change in strategy. Friction provides a system for embracing transparency, engaging audiences, creating evangelists, and unleashing unprecedented growth. The authors of Friction have worked on some of the industry's most innovative assignments for the world’s most successful brands. This groundbreaking book reveals how corporations can divorce themselves from legacy business models to create a passion brand. A brand that breaks its addiction to traditional advertising. A brand that empowers its customers. A brand that dominates the competition.

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.

Brand Innovation Manifesto

Author: John Grant
Publisher: John Wiley & Sons
ISBN: 9781119995036
Format: PDF, ePub, Mobi
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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.

Brand Action

Author: Mirko Nesurini
Publisher: HOEPLI EDITORE
ISBN: 8820350904
Format: PDF, ePub, Mobi
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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.

Viral Spiral

Author: David Bollier
Publisher: David Bollier
ISBN:
Format: PDF
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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.

Leader in Me

Author: Stephen R. Covey
Publisher: Simon and Schuster
ISBN: 1476772193
Format: PDF, ePub
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Change your child’s future starting today: Learn how to use Stephen R. Covey’s proven 7 Habits to create a leadership program for kids of all ages so they can be more effective, more goal oriented, and more successful In today’s world, we are inundated with information about who to be, what to do, and how to live. But what if there was a way to learn not just what to think about, but how to think? A program that taught how to manage priorities, focus on goals, and be a positive influence? The Leader in Me is that program. In this bestseller, Stephen R. Covey took the 7 Habits that have already changed the lives of millions of readers and showed how even young children can use them as they develop. These habits—be proactive, begin with the end in mind, put first things first, think win-win, seek to understand and then to be understood, synergize, and sharpen the saw—are being adapted by schools around the country in leadership programs, most famously at the A.B Combs Elementary school in Raleigh. Not only does it work, but it works better than anyone could have imaged. This book is full of examples of how the students blossom under the program—the classroom that decided to form a support group for one of their classmates who had behavioral problems, the fourth grader who found a way to overcome his fear of public speaking and wound up taking his class to see him compete in a national story telling competitive, or the seven-year-old who told her father than they needed to go outside and play because they both needed to “sharpen the saw.” Perfect for individuals and corporations alike, The Leader in Me shows how easy it is to incorporate these skills into daily life. It is a timely answer to many of the challenges facing today’s young people, businesses, parents, and educators—one that is perfectly matched to the growing demands of our certain future.

Branding de ora Studiu de caz Bucure ti

Author: Florin Alexandru Alexe
Publisher: Mica Valahie via PublishDrive
ISBN: 6067380463
Format: PDF, ePub, 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.