Brand Purpose
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Activate Brand Purpose
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Author : Scott Goodson
language : en
Publisher: Kogan Page Publishers
Release Date : 2021-03-03
Activate Brand Purpose written by Scott Goodson and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-03-03 with Business & Economics categories.
SHORTLISTED: Business Book Awards 2022 - International Business Book category CATEGORY SILVER WINNER: Axiom Awards 2022 - Business Commentary Category The greatest challenge facing leaders is activating and actioning purpose based brands to the people who matter inside the company and out. Recent statistics prove that more than 87% of consumers would purchase a product because a company advocated for an issue they cared about, and more than two-thirds would refuse to do so if the company supported an issue contrary to their beliefs. We live in an age of activism - the conscious consumer is more socially aware than ever before, and this is reflected in their buying habits. Yet, activism on behalf of brands is lagging. While many claim to be 'purpose driven', far too often this purpose is relegated to a plaque above the CEO's desk, and never goes any further. Or, worse, the 'purpose' is transparently used as a marketing ploy, but never acted upon in any real way. Activate Brand Purpose shows readers how to transform their brand's purpose into meaningful action by sparking a company wide cultural movement, beginning internally and permeating externally. Regardless of whether your purpose is lofty and socially conscious, or all business, focus on galvanizing people, and they will respond if you can prove that you care about that purpose, and that you're working to realize it, rather than simply chasing the next dollar. This book contains a clearly explained, proven framework that will make this happen.
Telling Your Brand Story
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Author : Robert Marsh
language : en
Publisher: Millcreek Creative Ventures
Release Date : 2016-12-13
Telling Your Brand Story written by Robert Marsh and has been published by Millcreek Creative Ventures this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-12-13 with categories.
Why do some brands resonate with consumers while others are ignored? Why do humans crave stories-even from the products they use? Is there a framework for creating brand stories that captures attention? This book will show you why a good brand story is critical to the long-term success of any product or service. By examining more than 30 brand stories and what makes them work, readers will glean ideas for finding their own brand stories and learn how to communicate them better. Full of interesting and compelling stories, Telling Your Brand Story is a guide for marketers, writers, startup founders and anyone else eager to learn how stories impact the way we feel about and interact with the brands we use. You'll learn: the neurological reasons why humans crave stories 15 different ideas for finding your brand story a framework for thinking through your brand's purpose and position to identify a brand story that will resonate with your customers ideas for sharing your story effectively"
From Brand Vision To Brand Evaluation
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Author : Leslie De Chernatony
language : en
Publisher: Elsevier
Release Date : 2006
From Brand Vision To Brand Evaluation written by Leslie De Chernatony and has been published by Elsevier this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Business & Economics categories.
Presenting the reader with practical applications for brand enhancement, this book helps to understand the implement strategies to strengthen brands. It offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation.
Brand Fusion
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Author : Terry Smith
language : en
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2022-07-05
Brand Fusion written by Terry Smith and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-07-05 with Business & Economics categories.
Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning. It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.
Brand Vision
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Author : David Taylor
language : en
Publisher: John Wiley & Sons
Release Date : 2007-01-16
Brand Vision written by David Taylor 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 2007-01-16 with Business & Economics categories.
David Taylor's third book lifts the lid on why so many brand visioning projects end in failure: an overly theoretical and complex approach he calls 'strategy tourism'. By contrast, his straightforward, no-nonsense programme will ensure that you end up with an inspiring vision and a hands-on action plan to drive growth. Designed in a highly practical format, brandvision shows how to lead your team on a step-by-step 'visioning journey' that builds engagement, energy and alignment. Powerful tips, tools and tricks help you start applying the principles to your business today: Searching for true insight: creating a springboard for visioning by using different 'insight catalysts' that cover consumers, markets and competition The visioning journey: creating a compelling brand purpose, a big idea and a rallying call; combining product 'sausage' and emotional 'sizzle' Test-driving the vision: bringing the vision to life by exploring it within your business and with consumers Brand-led business: translating the vision into a business building mix that covers 'hero product' innovation, communication and internal engagement Thought-provoking and irreverent, brandvision demonstrates all the dos and don'ts of brand visioning with many stories of success (and screw-ups) including T-Mobile, Dove, Porsche, Absolut and James Bond. It is an invaluable toolkit for anyone interested in rethinking a brand vision - whatever its shape or size.
Power Of Purpose Creating Distinct Patterns Through Branding
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Author : iBooks Author 2.6
language : en
Publisher: Purpose Branding LLC
Release Date :
Power Of Purpose Creating Distinct Patterns Through Branding written by iBooks Author 2.6 and has been published by Purpose Branding LLC this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
From Brand Vision To Brand Evaluation
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Author : Leslie de Chernatony
language : en
Publisher: Routledge
Release Date : 2010-07-15
From Brand Vision To Brand Evaluation written by Leslie de Chernatony and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07-15 with Business & Economics categories.
Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy.
Purposeful Brands
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Author : Sandy Skees
language : en
Publisher: Kogan Page
Release Date : 2023-04-25
Purposeful Brands written by Sandy Skees and has been published by Kogan Page this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-04-25 with Business & Economics categories.
Define and communicate an authentic brand purpose and close the say-do gap to drive growth, innovation and loyalty.
Do Purpose
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Author : David Hieatt
language : en
Publisher: Chronicle Books
Release Date : 2018-09-04
Do Purpose written by David Hieatt and has been published by Chronicle Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-04 with Body, Mind & Spirit categories.
This empowering handbook delivers authoritative advice on how to build a purpose-driven company, motivate employees, and connect with consumers. Written by entrepreneur and marketing expert David Hieatt, these pages offer an engaging combination of practical tips, rousing quotes from business leaders across industries, and illuminating anecdotes. Full of enlightening wisdom on how to define a company's central purpose (beyond profit), foster a strong company culture that attracts talented staff, and develop a brand story that resonates with consumers, Do Purpose is an invaluable resource for anyone with a desire to start or grow their own business.
Corporate Branding
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Author : Majken Schultz
language : en
Publisher: Copenhagen Business School Press DK
Release Date : 2005
Corporate Branding written by Majken Schultz and has been published by Copenhagen Business School Press DK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
Emphasizes that the organization itself, rather than the products created and marketed by the corporation, represents the main point of differentiation and competitive advantage in the marketplace. This book argues that the field of corporate branding isundergoing fundamental changes and becoming more cross-disciplinary and strategically driven.