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Author: C. Whan Park
Publisher: John Wiley & Sons
ISBN: 1119308070
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.
Author: C. Whan Park
Publisher: John Wiley & Sons
ISBN: 1119308070
Category : Business & Economics
Languages : en
Pages : 288
Get Book
Book Description
Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.
Author: Josh McQueen
Publisher: Xlibris Corporation
ISBN: 1477105026
Category : Business & Economics
Languages : en
Pages : 413
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Book Description
Josh McQueen resides in Mill Valley, California. During his twenty-eight years with the Leo Burnett Company, Josh was research director in London, regional research director of Australia-Asia, and then worldwide head of research and planning until December 31, 2002. Josh served on the privately held Leo Burnett Worldwide board. He was a member of the investment and technology committees of the board. Josh received his BS magna cum laude and MS in communication from the University of Illinois at UrbanaChampaign. Josh and his wife, Chris, have three children: Cary, Carl, and Jon. He enjoys hiking and exploring. Currently, Josh consults with nonprofits via Chay McQueen LLC.
Author: Neil Hoyne
Publisher: Penguin
ISBN: 0593420667
Category : Business & Economics
Languages : en
Pages : 192
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Book Description
When the world’s biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne – Google’s Chief Measurement Strategist and Senior Fellow at the Wharton School. In his first book, he offers a simple, research-backed playbook that anyone can use to find their best customers and develop relationships that last. Under pressure for quick results and facing fierce marketplace competition, too many marketers are boxed into spaghetti-to-the-wall forms of digital marketing that limit the potential of their long hours, countless experiments, and warehouses of data. And in the end, they watch their competition sprint ahead. But what if you built a business around long-term relationships with customers, using data to understand who they are, what they need, and where to find more customers just like them? You can. And you’ll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps. In Converted, you will learn how to: • Understand the full value of each relationship • Engage in an ongoing conversation with your best customers • Ask the right questions so you can anticipate your customers’ needs • Find more great customers A real person is always on the other end of the transaction. Converted shows you how to win their hearts.
Author: John Hall
Publisher: McGraw Hill Professional
ISBN: 1260011933
Category : Business & Economics
Languages : en
Pages :
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Book Description
A game-changing framework for staying top of mind with your audience―from the No. 1 company dominating content marketing What do many successful businesses and leaders have in common? They’re the first names that come to mind when people think about their particular industries. How do you achieve this level of trust that influences people to think of you in the right way at the right time? By developing habits and strategies that focus on engaging your audience, creating meaningful relationships, and delivering value consistently, day in and day out. It’s the winning approach John Hall used to build Influence & Co. into one of “America’s Most Promising Companies,” according to Forbes. In this step-by-step guide, he shows you how to use content to keep your brand front and center in the minds of decision makers who matter. He reveals: • how consumer needs and expectations have changed and what this shift means for you • how to build a helpful, authentic, and consistent brand that serves others just as well as it serves you • proven methods for using digital content to enrich your target audience’s lives in ways that build real, lasting trust Whether you’re a marketing leader engaging an audience of potential customers, a business leader looking to humanize your company brand, or an industry up-and-comer seeking to build influence, maintaining a prominent spot in your audience’s minds will increase the likelihood that the moment they need to make a choice, you’ll be the first one they call. There’s no better way to drive opportunities that result in increased revenue and growth. Business is never “just” business. It’s always about relationships. It’s always about a human connection. When you’re viewed as a valuable, trustworthy partner, the opportunities are endless. Position yourself for success by establishing and developing content-driven relationships that keep you and your brand Top of Mind.
Author: Mario Natarelli
Publisher: Hatherleigh Press
ISBN: 1578266866
Category : Business & Economics
Languages : en
Pages : 240
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Book Description
From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.
Author: Charles Feltman
Publisher:
ISBN: 9780988953864
Category :
Languages : en
Pages : 84
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Book Description
Author: Sandra J. Sucher
Publisher: PublicAffairs
ISBN: 1541756665
Category : Business & Economics
Languages : en
Pages : 304
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Book Description
A ground-breaking exploration of the changing nature of trust and how to bridge the gap from where you are to where you need to be. Trust is the most powerful force underlying the success of every business. Yet it can be shattered in an instant, with a devastating impact on a company’s market cap and reputation. How to build and sustain trust requires fresh insight into why customers, employees, community members, and investors decide whether an organization can be trusted. Based on two decades of research and illustrated through vivid storytelling, Sandra J. Sucher and Shalene Gupta examine the economic impact of trust and the science behind it, and conclusively prove that trust is built from the inside out. Trust emerges from a company being the “real deal”: creating products and services that work, having good intentions, treating people fairly, and taking responsibility for all the impacts an organization creates, whether intended or not. When trust is in the room, great things can happen. Sucher and Gupta’s innovative foundation for executing the elements of trust—competence, motives, means, impact—explains how trust can be woven into the day-to-day and the long term. Most importantly, even when lost, trust can be regained, as illustrated through their accounts of companies across the globe that pull themselves out of scandal and corruption by rebuilding the vital elements of trust.
Author: Rachel Botsman
Publisher: PublicAffairs
ISBN: 1541773683
Category : Technology & Engineering
Languages : en
Pages : 377
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Book Description
If you can't trust those in charge, who can you trust? From government to business, banks to media, trust in institutions is at an all-time low. But this isn't the age of distrust -- far from it. In this revolutionary book, world-renowned trust expert Rachel Botsman reveals that we are at the tipping point of one of the biggest social transformations in human history -- with fundamental consequences for everyone. A new world order is emerging: we might have lost faith in institutions and leaders, but millions of people rent their homes to total strangers, exchange digital currencies, or find themselves trusting a bot. This is the age of "distributed trust," a paradigm shift driven by innovative technologies that are rewriting the rules of an all-too-human relationship. If we are to benefit from this radical shift, we must understand the mechanics of how trust is built, managed, lost, and repaired in the digital age. In the first book to explain this new world, Botsman provides a detailed map of this uncharted landscape -- and explores what's next for humanity.
Author: Daryl Travis
Publisher:
ISBN: 9780989710336
Category :
Languages : en
Pages :
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Book Description
Everyone seems to understand the importance of satisfied customers. Yet, 80% of companies believe they deliver a good customer experience while only 8% of customers agree. How is such a disparity possible? Little Things Big Returns reveals why and how companies miss the little things that draw customers in or turn them away. Most importantly, this book explains what companies can do to close the gap? Story after story is shared about how successful companies hone in on little things to create long-lasting loyalties. By little things I mean human things, the kindnesses and considerations that surprise people and create feelings they never forget. Think of the little things as the moments that matter most to your customers. How your customer feels in those moments creates the defining elements of your brand and your business. Those little things become the stories of your company that your customers share with family and friends. When those experiences are positive and memorable, customers start to depend on, become loyal to and even fall in love with your company. You'll also come to realize that doing what matters most for your customers costs very little. Many examples in this book demonstrate how doing the little things well makes a big difference and is highly profitable. You just need to change your attitude and resolve to make your customer's experience the central motivation of your operations. After all, how much does it cost to change your attitude? When your company is passionate about doing the little things that create memorable experiences, your customers beat a well-worn path to your door and your business becomes an exciting, flourishing example of a company at its very best.
Author: Barbara Brooks Kimmel
Publisher: Next Decade
ISBN: 9781932919363
Category : BUSINESS & ECONOMICS
Languages : en
Pages : 0
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Book Description
Winner of: 2014 Nautilus Book Award More than 30 leading experts share their insights on the impact of trust on business success in this handbook on organizational trust. Through case studies including Apple s new leadership stories, and solutions, these experts present a holistic perspective that encompasses the role of all stakeholders, not just leaders, in advancing trust and trustworthiness within organizations. Among the contributors are Ben Boyd of Edelman, Randy Conley of Ken Blanchard Companies, Stephen M. R. Covey of CoveyLink, Amy Lyman of the Great Places to Work Institute, and Bob Vanourek of Triple Crown Leadership."
