Brand Against The Machine
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Brand Against The Machine
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Author : John Michael Morgan
language : en
Publisher: John Wiley & Sons
Release Date : 2011-11-22
Brand Against The Machine written by John Michael Morgan and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-11-22 with Business & Economics categories.
Ditch traditional corporate branding to create a powerful, recognizable brand Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their brand visibility and credibility, and to create an indispensable brand that consumers can relate to, thus becoming life-long customers. Discover the aspirational currency that makes your brand one that people want to be or want to be friends with. Learn how to be real with your audience and make strategic associations to establish credibility. Brand Against the Machine will help you stand out, get noticed, and be remembered. Brand Against the Machine is the blueprint for how to market your brand to attract better clients and stand out from the clutter that is traditional corporate branding and marketing. Instant Positioning Method: How to instantly stand out from the crowd and position yourself as a resource, not just another service provider The 20/60/20 Rule: Why it's important to take a stand and why it's okay to have haters—because it creates a stronger bond with those who love you Ditch your traditional corporate branding and marketing, and exchange it for something memorable. Your customers will thank you for it.
Brand Against The Machine
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Author : John Michael Morgan
language : en
Publisher: John Wiley & Sons
Release Date : 2011-10-24
Brand Against The Machine written by John Michael Morgan and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10-24 with Business & Economics categories.
Ditch traditional corporate branding to create a powerful, recognizable brand Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their brand visibility and credibility, and to create an indispensable brand that consumers can relate to, thus becoming life-long customers. Discover the aspirational currency that makes your brand one that people want to be or want to be friends with. Learn how to be real with your audience and make strategic associations to establish credibility. Brand Against the Machine will help you stand out, get noticed, and be remembered. Brand Against the Machine is the blueprint for how to market your brand to attract better clients and stand out from the clutter that is traditional corporate branding and marketing. Instant Positioning Method: How to instantly stand out from the crowd and position yourself as a resource, not just another service provider The 20/60/20 Rule: Why it's important to take a stand and why it's okay to have haters—because it creates a stronger bond with those who love you Ditch your traditional corporate branding and marketing, and exchange it for something memorable. Your customers will thank you for it.
Brand Is A Four Letter Word
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Author : Austin McGhie
language : en
Publisher: Advantage Media Group
Release Date : 2012
Brand Is A Four Letter Word written by Austin McGhie and has been published by Advantage Media Group this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand. Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.
The Global Brand Ceo
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Author : Marc de Swaan Arons
language : en
Publisher:
Release Date : 2010-09-16
The Global Brand Ceo written by Marc de Swaan Arons and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-09-16 with Advertising categories.
Today almost every marketer works on or competes against a global brandThink about it; only ten years ago things were very different. The Global Brand CEO is the first book to specifically focus on what it takes to win in global marketing. Building on over 20 years of practical experience, and having worked with the leaders of many of the world's most successful global brands, the authors present a simple framework and practical tools that will help every global marketer unlock the value of global brands and ready their organization for accelerated growth.The insights, vision and approach presented in this book are all practitioner endorsed. Some 45 of the world's most successful CMOs contributed with examples and case studies and the recommendations are backed by the findings of EffectiveBrands' proprietary Leading Global Brands study which includes contributions from over 250 global brands, 2,500 global marketing leaders, and 21,000 global marketers and their colleagues. The book includes case studies from Sony Ericsson, Johnnie Walker, Dove, HSBC, Coca-Cola, OMO, Starbucks, Dulux, Procter and Gamble, VISA, and GSK Consumer Healthcare
Rage Against The Machine Stage Fighters
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Author : Paul Stenning
language : en
Publisher: Bonnier Zaffre
Release Date : 2008-09-04
Rage Against The Machine Stage Fighters written by Paul Stenning and has been published by Bonnier Zaffre this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-04 with Biography & Autobiography categories.
Rage Against The Machine changed the shape of music with their rampant self-titled debut album in 1992. Here was a politically charged troupe that took advantage of major label backing yet spoke out on issues that few stars in the spotlight dared to - never afraid to insist their message was just as important as the music. The sales came in the millions and critical acclaim besieged them ... until De La Rocha left the band in 2000. Instead of attempting to replace the inimitable orator, Morello and Co. threw a curveball and hired ex-Soundgarden throat Chris Cornell to create a new band named Audioslave. Yet there was always the genius of Rage Against The Machine in the background and in 2007 the band reformed with De La Rocha included. Millions have waited a long time to see the spectacle unfold once again.This is the story of how a Harvard graduate and a poetical activist welded together, along with several capable cohorts, to create a bastion of youth revival and change through the medium of their striking, innovative material - a glutton of musical riches which continues to amaze and inspire today. It is also the story about the power and durability of protest music as well as a glimpse into the future of one of the greatest bands of all-time. UNOFFICIAL & UNAUTHORISED
Against The Machine
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Author : Lee Siegel
language : en
Publisher: Profile Books
Release Date : 2011-09-30
Against The Machine written by Lee Siegel and has been published by Profile Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-09-30 with Social Science categories.
Against the Machine is a fascinating look at how the Internet is reshaping the way we think about ourselves and the world. Siegel explores how the internet affects culture and social life, particularly the psychological, emotional and social cost of high-tech solitude. Arguing that the internet's widespread anonymity eliminates boundaries and encourages otherwise polite people to be downright abusive, Siegel discusses the half-fantasy, half-realism of online personae. By experiencing virtual selves rather than other individuals, we run the risk of being reduced to avatars that other internet users manipulate for their own ends. Insightful and written with convincing evidence to support the author?s polemic, this book is a welcome addition to the debate on the personal ramifications of living in a wired world.
Brand Relevance
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Author : David A. Aaker
language : en
Publisher: John Wiley & Sons
Release Date : 2011-01-25
Brand Relevance written by David A. Aaker and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-25 with Business & Economics categories.
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
Category Creation
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Author : Anthony Kennada
language : en
Publisher: John Wiley & Sons
Release Date : 2019-10-08
Category Creation written by Anthony Kennada and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-10-08 with Business & Economics categories.
Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for..." There is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There’s no better strategy that results in faster growth and higher valuations for the company on top. Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the “customer success” category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn’t yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them. · Identify the “go” and “no go” signals for category creation in your business · Activate customers and influencers as brand ambassadors · Grow a community by investing in live events and experiences · Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.
Brand Atlas
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Author : Alina Wheeler
language : en
Publisher: Wiley
Release Date : 2011-03-29
Brand Atlas written by Alina Wheeler and has been published by Wiley this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-03-29 with Business & Economics categories.
"Carrying through Alina Wheeler's trademark of beautiful layout and design, the book takes you on a journey through just about every important element of branding you could think of, from passion to positioning." —The Influential Marketing Blog (May 2011) A company's brand is its most valuable asset. Wheeler takes the most seminal tools used by a wide variety of thought leaders and practitioners and makes the information understandable, visible, relevant, exportable and applicable. With her best-selling debut book, Designing Brand Identity (Wall Street Journal, Best-Seller, Spotlight 1/23/2011), now in its third edition, Alina Wheeler reinvented the marketing textbook using a straightforward style to help demystify the branding process. This new offering from Wheeler, Brand Atlas, builds on this user-friendly approach to aggregate and simplify the science behind branding with a unique visual teaching method suited for time-crunched professionals. Brand Atlas follows the recent YouTube-iPhone-Pecha Kucha era trend toward fast-paced visual instruction by neglecting needless jargon and combining vivid, full-color images and easy-to-follow diagrams to break down branding principles into basic step-by-step concepts that can be immediately applied. This handy reference: Speaks to a broad range of stakeholders in the branding process—from CEOs to designers to brand managers Provides tools to integrate brand throughout the entire customer experience, build relationships based on brand, measure a brand's value, and define a brand strategy Contains essential information illustrated through the use of diagrams With diagrams designed by Joel Katz, an internationally known information designer and a global authority on the visualization of complex information, Brand Atlas is a compact, no-nonsense guide that shows how tactical innovation in the design process is crucial to building brand assets.
Brand New Justice
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Author : Simon Anholt
language : en
Publisher: Routledge
Release Date : 2006-08-11
Brand New Justice written by Simon Anholt and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-08-11 with Business & Economics categories.
Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.