Creating Passion Brands

Author: Helen Edwards
Publisher: Kogan Page Publishers
ISBN: 9780749447625
Format: PDF, Mobi
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Faced with crowded markets, flat growth and growing consumer cynicism, brand marketers are looking for ways to deepen the emotional connection between their brands and customers. This book uses interviews and case studies to show how belief-led brands such as Google, Zara and Camper have outstripped the growth of their peers by igniting passion among employees and consumers alike. These passion brands show the way to marketing in the 21st century. Drawing on both research and academic theory, the authors provide a practical, systematic approach to the business of transforming brands into passion brands. "Creating Passion Brands" shows what really counts at the heart of branding today.

Passion Brands

Author: Kate Newlin
Publisher:
ISBN: 9781591026877
Format: PDF
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A veteran business strategist Kate Newlin defines the key ingredients that go into passion brandsbrands that we recommend to friends wholeheartedly, with a joyous, even evangelical zeal.

Friction

Author: Jeff Rosenblum
Publisher: powerHouse Books
ISBN: 157687883X
Format: PDF, ePub, Docs
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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.

The New Strategic Brand Management

Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 0749465166
Format: PDF, ePub
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Adopted internationally by business schools and MBA programmes, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation by including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka, plus models and frameworks such as the Brand Identity Prism, it remains at the forefront of strategic brand thinking.

Passion Branding

Author: Neill Duffy
Publisher: John Wiley & Sons
ISBN: 0470869402
Format: PDF
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In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role.

Brand Against the Machine

Author: John Michael Morgan
Publisher: John Wiley & Sons
ISBN: 1118160339
Format: PDF, Kindle
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Ditch traditional corporate branding to create a powerful,recognizable brand Brand Against the Machine offers proven and actionablesteps for companies and entrepreneurs to increase their brandvisibility and credibility, and to create an indispensable brandthat consumers can relate to, thus becoming life-long customers.Discover the aspirational currency that makes your brand one thatpeople want to be or want to be friends with. Learn how to be realwith your audience and make strategic associations to establishcredibility. Brand Against the Machine will help you standout, get noticed, and be remembered. Brand Against the Machine is the blueprint for how tomarket your brand to attract better clients and stand out from theclutter that is traditional corporate branding and marketing. Instant Positioning Method: How to instantly stand out from thecrowd and position yourself as a resource, not just another serviceprovider The 20/60/20 Rule: Why it's important to take a stand and whyit's okay to have haters—because it creates a stronger bondwith those who love you Ditch your traditional corporate branding and marketing, andexchange it for something memorable. Your customers will thank youfor it.

Love in the Western World

Author: Denis De Rougemont
Publisher: Princeton University Press
ISBN: 9780691013930
Format: PDF
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In this classic work, often described as "The History of the Rise, Decline, and Fall of the Love Affair," Denis de Rougemont explores the psychology of love from the legend of Tristan and Isolde to Hollywood. At the heart of his ever-relevant inquiry is the inescapable conflict in the West between marriage and passion--the first associated with social and religious responsiblity and the second with anarchic, unappeasable love as celebrated by the troubadours of medieval Provence. These early poets, according to de Rougemont, spoke the words of an Eros-centered theology, and it was through this "heresy" that a European vocabulary of mysticism flourished and that Western literature took on a new direction. Bringing together historical, religious, philosophical, and cultural dimensions, the author traces the evolution of Western romantic love from its literary beginnings as an awe-inspiring secret to its commercialization in the cinema. He seeks to restore the myth of love to its original integrity and concludes with a philosophical perspective on modern marriage.

The Global Brand

Author: Nigel Hollis
Publisher: St. Martin's Press
ISBN: 9780230615410
Format: PDF, Kindle
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A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP

Building Brands in the Indian Market

Author: Tapan Kumar Panda
Publisher: Excel Books India
ISBN: 9788174463913
Format: PDF, Mobi
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How are brands built? Is an advertising campaign capable enough to build a brand? What are the criteria for making a brand successful? Is building and managing a brand in India different than elsewhere? How Customer Relationship Management shapes a branding paradigm? Do extensions dilute the master brand????Many more intriguing questions answered in this book by researchers, academicians, CEOs, brand gurus and consultants.