Profitable brands are anchored in propositions that are attractive, distinctive, and credible in people’s minds. As Walter Landor the moment reported: “Products are developed in the factory, brands are designed in the head.”
Adhering to are 8 parts of advice that everyone doing work with a aggressive id will want to keep top of mind–a dialogue starter. These principles are critical to acquiring a…
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Author : Scott Bedbury
Genre : Business & Economics
Summary : 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.
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Author : Scott Bedbury
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Author : Scott Bedbury
Genre : Brand name products
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Author : Shailendra Pratap Jain
Genre : Business & Economics
Summary : Boeing Max 737's twin crashes, Volkswagen's Dieselgate scandal, worms in Cadbury's chocolates, cyanide in Tylenol, the #MeToo movement... In the past 24-48 hours, chances are you have read about a brand believed to have transgressed in some part of the world. These and other transgressions - real or perceived - plague company brands and, as in the case of the #MeToo movement, human brands, routinely and globally. And they often come with serious consequences: consumer injury, billions of dollars in recovery and restitution, legal nightmares, bankruptcy, and damage to the brand. Despite their universal prevalence, negative outcomes, and the justified media frenzy around their occurrence, in-depth, thorough, and critical reflections on brand transgressions are scarce. Consequently, barring the lens of some quick-fix solution, managers lack a precise understanding of how to handle such potentially explosive situations. Managing Brand Transgressions: 8 Principles to Transform Your Brand presents over 25 case studies of brands like Boeing, Cadbury, Dolce & Gabbana, Fox News, Maggi, Starbucks, Stoli Vodka, and Tylenol in countries such as USA, China, India, UK, Germany, Italy, Japan, and Latvia. Through these real-life stories, the book captures a snapshot of approximately 50 years of company responses to crises - some successful, some not - caused by brand transgressions. Most importantly, it provides managers with a roadmap of eight principles that companies must use to turn transgressions into opportunities and transform their brands from inside out. Thoroughly researched, gripping, and provocative, this book can guide a brand not only through its crisis but prevent it from becoming a dinosaur.
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Author : BusinessNews Publishing,
Genre : Business & Economics
Summary : The must-read summary of Scott Bedbury's book: "A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century". This complete summary of the ideas from Scott Bedbury's book " A New Brand World" shows that a strong set of brand values can be a company’s most important asset. In their book, the authors outline eight principles for creating a solid 21st century brand, giving useful and well-known industry examples to highlight the main points. An impressive amount of information has been condensed into this neat and digestible format, making it a great guide for anyone looking to build a memorable brand for the 21st century, whether you are building on existing foundations or starting entirely from scratch. Added-value of this summary: • Save time • Understand key concepts • Increase your business knowledge To learn more, read "A New Brand World" and find out how to create a solid 21st century brand based on values.
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Author : Lisa Bentson
Genre : Business & Economics
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Author : David Aaker
Genre : Business & Economics
Summary : An expert presents in a compact form the 20 essential principles of branding that will lead to the creation of strong brands.