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Author: Wally Olins
Publisher: Thames & Hudson
ISBN: 0500772037
Category : Business & Economics
Languages : en
Pages : 300
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Book Description
The world’s leading practitioner of branding predicts the future of companies’ identities in an ever -changing marketing landscape What is the future for brands and branding? Does globalization mean that variety and individuality will be crushed out of existence by massive multinationals? Will everywhere and everything become similar, like the world of airports today? Or will there still be room for brands that thrive on being different? What about the impact of digital technology and increasing customer feedback through the internet and social media? What, in fact, do customers want? Today's businesses, in addition to thinking about price and authenticity, have to deal with corporate social responsibility. How does this affect the products and services we consume? How does it influence the way we feel about organizations? Are corporations here to maximize profits and grow, or to help society, or both? With the rapid rise of new markets in India, China, Brazil, and elsewhere, will new global brands emerge based around local cultural strengths and heritage? If so, what will this mean for the traditional dominance of brands based on Western cultural norms? Wally Olins's fascinating book looks at every aspect of the world of branding. With his customary flair and no-nonsense prose, he analyzes the problems facing today's organizations, criticizes corporate missteps, praises those companies who seem to be building and sustaining brands efficiently in our brave new world, and predicts the future of branding. No one interested in marketing, business, or contemporary culture will want to be without this book.
Author: Wally Olins
Publisher: Thames & Hudson
ISBN: 0500772037
Category : Business & Economics
Languages : en
Pages : 300
Get Book
Book Description
The world’s leading practitioner of branding predicts the future of companies’ identities in an ever -changing marketing landscape What is the future for brands and branding? Does globalization mean that variety and individuality will be crushed out of existence by massive multinationals? Will everywhere and everything become similar, like the world of airports today? Or will there still be room for brands that thrive on being different? What about the impact of digital technology and increasing customer feedback through the internet and social media? What, in fact, do customers want? Today's businesses, in addition to thinking about price and authenticity, have to deal with corporate social responsibility. How does this affect the products and services we consume? How does it influence the way we feel about organizations? Are corporations here to maximize profits and grow, or to help society, or both? With the rapid rise of new markets in India, China, Brazil, and elsewhere, will new global brands emerge based around local cultural strengths and heritage? If so, what will this mean for the traditional dominance of brands based on Western cultural norms? Wally Olins's fascinating book looks at every aspect of the world of branding. With his customary flair and no-nonsense prose, he analyzes the problems facing today's organizations, criticizes corporate missteps, praises those companies who seem to be building and sustaining brands efficiently in our brave new world, and predicts the future of branding. No one interested in marketing, business, or contemporary culture will want to be without this book.
Author: G. Michael Maddock
Publisher: John Wiley & Sons
ISBN: 0470643595
Category : Business & Economics
Languages : en
Pages : 240
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Book Description
Brand New’s revolutionary innovation process is a proven road map you can put to work immediately to create successful new products, services, and business models. Written by leading innovation practitioners, and the coauthor of the bestseller Customers for Life, the authors of this tightly focused, highly entertaining book have nailed the issue perfectly when it comes to successfully introducing anything new. Research shows people like new products and services. Indeed they go out of their way to try to find them. Yet companies are truly terrible at providing new products and services that meet these customers’ needs. Why are companies so bad at giving customers what they want? Because they lack a simple proven process that makes sure innovation occurs efficiently time after time. No one knows this better than Mike Maddock and his team at Maddock Douglas, the Agency of Innovation,™ which has worked closely with more than a quarter of Fortune 100. To solve the innovation paradox, Maddock explains the process his team has used to help the world’s best companies and shows you how to Find needs and opportunity in the marketplace Come up with significant market insights Create compelling communication (using the actual words your customers use) to convince people to try your new creation What has worked for some of the world’s most successful companies, when it comes to innovation, will work for you. Start putting the lessons of Brand New to work for you…before the competition does.
Author: Nancy Fowler Koehn
Publisher: Harvard Business Press
ISBN: 9781578512218
Category : Business & Economics
Languages : en
Pages : 469
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Book Description
Until Josiah Wedgwood, Britons ate from wood and pewter plates. Until Henry Heinz, women toiled over pickled foods. Until Michael Dell, few people owned a personal computer, let alone dreamed of buying one "built to order." According to business historian Nancy F. Koehn, these pathbreaking entrepreneurs shared a powerful gift: the ability to discern how economic and social change would affect consumer needs and wants. In Brand New, Koehn introduces us to six extraordinary leaders of brand creation who lived and worked during periods of widespread change: Josiah Wedgwood in the Industrial Revolution; Henry Heinz and Marshall Field in the Transportation and Communication Revolution; and Est?e Lauder, Howard Schultz of Starbucks, and Michael Dell in the Information Revolution. Through compelling and engaging profiles of these entrepreneurial visionaries, she reveals a provocative relationship between economic turbulence, household priorities, and company strategy that holds important lessons for today's brand builders. According to Koehn, these forward-thinking individuals understood the profound effects that socioeconomic change has on what customers want, have, and can afford as much as on what companies make-and were masters at exploiting the enormous business opportunities these demand-side shifts created. Indeed, the brands and companies created by these individuals have become such a part of everyday life that we've made them part of common speech: we pass the Heinz; eat off Wedgwood; order a Starbucks. Koehn draws from their diaries, correspondence, and official business records to demonstrate that these entrepreneurs were more than savvy marketers; they were institution builders. She shows how each used brand not as a logo, but as a vital strategic tool for creating best-of-class companies-and for building powerful organizational capabilities that supported their connections with customers and helped make new markets for their offerings. Distilling critical lessons for businesses operating in both the traditional and on-line worlds, Brand New will convince every entrepreneur of the remarkable power of brands to transform start-ups, gain competitive advantage, and change lives.
Author: Gestalten
Publisher: Gestalten
ISBN: 9783967040050
Category :
Languages : en
Pages : 256
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Book Description
How can small businesses make huge impacts? If a picture speaks a thousand words, branding is the tool to shine in a sea of thousands of competitors. This title presents the best branding for small, traditional businesses from the last years. Collecting the best in class examples, it shows how well-curated, holistic branding can take a butchers, bookstore, bakery or even a physiotherapist from one of the pile to one in a million. No matter if you're launching a new venture or giving your business a makeover, creativity is the biggest asset to do more with less and creating an everlasting imprint in the client. Small budgets, sustainable approaches, and hyperlocal inspirations are behind the most successful projects of the last years. This book is your tool to stand out.
Author: Scott Bedbury
Publisher: Penguin
ISBN: 9780142001905
Category : Business & Economics
Languages : en
Pages : 244
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Book Description
What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.
Author: Brian Walden
Publisher: Tate Publishing
ISBN: 1618626183
Category : Family & Relationships
Languages : en
Pages : 170
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Book Description
'Mrs. Walden your son has autism. He most likely will never speak or communicate normally. I suggest that you and your husband seek counseling and learn how to deal with this disorder.' When Gina heard this, she thought to herself:No doctor is going to dictate my son's future. Only God will do that. Over the next few years, Gina and her husband Brian challenged conventional diagnoses to stand in faith for their precious son, Ethan. From lawsuits with school boards, through intensive intervention, with tears and immense frustration, Brian and Gina remained steadfast in their faith, choosing to believe in God's healing power. This book gives a candid account of the miraculous journey to the healing of their son. The miracle was best expressed by then five-year-old Ethan: 'Oh I know, Mama! God healed me! I couldn't talk before and now I talk all the time. And I know God healed me from eighteen food allergies.'A Brand New Day is the captivating story of a family's pilgrimage of faith and their unshakable courage in the midst of unspeakable adversity. Prepare to be encouraged and refreshed as you are challenged to believe for your Brand New Day!
Author: Jane Pavitt
Publisher: Victoria & Albert Museum
ISBN: 9781851773244
Category : Advertising
Languages : en
Pages : 224
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Book Description
Published to coincide with a major V&A exhibition, brand.new takes a challenging look at consumer culture and the proliferation of brand identities at the beginning of the 21st century. The idea of brand is central to contemporary society. Businesses, personalities, political parties and even nations 're-brand' themselves in order to influence public opinion. With the emergence of e-commerce, the status and value of well-established brands - many of which have been with us for a century or more - may well be challenged by a host of new brands. Today's brands promote themselves as more than just a logo, a slogan or a distinctive package, they promise to deliver a host of emotional benefits too. But what do we really think of the brands we buy? Ranging across fashion, design and media, brand.new sets out provocative and entertaining debates about branding and consuming habits. Essential reading for students, observers of modern culture, those with an interest in advertising, product design and fashion - and anyone who shops
Author: Diane Degroat
Publisher: Harper Collins
ISBN: 006072613X
Category : Juvenile Fiction
Languages : en
Pages : 42
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Book Description
Gilbert's excitement over starting first grade turns to worry that the teacher will be mean, the work too hard, and his classmates too unfriendly, but throughout the day there are pleasant surprises.
Author: Mike Scalise
Publisher: Sarabande Books
ISBN: 1941411347
Category : Biography & Autobiography
Languages : en
Pages : 206
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Book Description
Winner of the Center for Fiction's Doheny Prize Mike Scalise hits his stride in this page-turner of a memoir featuring a sudden and strange sequence of medical disasters. From its gripping ruptured-brain-tumor emergency room opening, through a series of medical procedures and oddball doctors, Scalise creates a sharply observed, uproariously funny, and deeply moving account of acromegaly, the hormone disorder best known for causing gigantism. Scalise weaves in meticulous research, social history, and vignettes about Andre the Giant and a variety of Hollywood acromegalic villains. He creates a narrative that is informative without feeling pedantic, demonstrating how he has marshaled the narrative of his life so that he can control it rather than being controlled by it. Although his medical story is the primary subject, the emotional engine driving the book is that of his relationship with his mother, a longtime sufferer in her own right, with a chronic cardiac condition likely exacerbated by her penchant for chain smoking and late-night white wine binges. Fraught, frustrating, and often very funny, Scalise's mother—often positioned as his competitor for the spotlight or the status of "best sick person"—winds up being the book's unlikely hero. Mike Scalise's work has appeared in Agni, Indiewire, the Paris Review, Wall Street Journal, and other places. He has received fellowships and scholarships from Bread Loaf, Yaddo, the Ucross Foundation, and was the Philip Roth Writer in Residence at Bucknell University. He lives in Brooklyn, New York.
Author: Ginger Rue
Publisher: Tricycle Press
ISBN: 1582463239
Category : Juvenile Fiction
Languages : en
Pages : 242
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Book Description
Tired of being picked on by a trio of popular girls, fourteen-year-old poet Emily hires a major public relations firm to change her image and soon finds herself "re-branded" as Em, one of the most important teens not only in her middle school, but in celebrity magazines, as well.
