Citizen Brands
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Citizen Brands
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Author : Michael Willmott
language : en
Publisher: John Wiley & Sons
Release Date : 2001-06-08
Citizen Brands written by Michael Willmott 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 2001-06-08 with Business & Economics categories.
What is the most important issue facing business today? Globalization, the technological revolution, supply chain management, core competencies, staff retention, price competition? Important though all of these are, something else is emerging as an equally critical challenge facing companies in the technological, globalized, knowledge economy ahead. It is the concept of Citizen Brands. Its importance arises because it embodies not just one, but three crucial strategic issues for the business world: * Values (what the company stands for); * Corporate citizenship (playing an active role in society); * Branding (the tangible and intangible attributes that are encompassed in a name or trademark). This book is about how these three elements come together in an integrated way; about how they define a company's relationship with all the relevant people and institutions it has to deal with - customers, employees, shareholders, suppliers, government or whoever. Put another way, it is about achieving corporate success through putting society at the heart of the company. Companies through their direct actions (for example employment) and through their intermediaries - brands - are an integral part of the social and economic world in which they operate, needing to reflect the values and aspirations that exist; the differences and similarities. This is why corporate managers need to bring society into the company; why they need to turn their brands into citizen brands. In the emerging networked, post-industrial world, managing that relationship is one of the most important challenges that companies face. And companies that understand and embrace this are likely to be the ultimate winners in the future.
Citizen Brand
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Author : Marc Gobe
language : en
Publisher: Allworth Press
Release Date : 2010-05-25
Citizen Brand written by Marc Gobe and has been published by Allworth Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-05-25 with categories.
Filled with timely demographics on evolving trends, powerful images from advertising and retail, and practical examples from the author's own experience, Citizen Brand is a powerful tool for CEOs, marketing and advertising managers, and graphic...
Citizen Brand
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Author : Marc Gobé
language : en
Publisher:
Release Date : 2005-08
Citizen Brand written by Marc Gobé and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-08 with categories.
Citizen BrandÓ is a powerful new concept designed to help co's. develop strong positive bonds with today's consumers. Corp. need a new vision to survive in the present emotional economy,Ó challenging them to develop more passionate, human, & socially responsible brand strategies if they want to earn buyers' loyalty. Corp. must respond with a level of involvement in consumers' lives & with a commitment to their well-being that has never been seen before. Here are 10 commandments that show co's. how to evolve from old-school corp. into concerned, responsible, global Citizen Brands. Full of timely demographics on unfolding trends & to-the-point examples, this is a powerful tool for CEOs, marketing & advertising managers, & graphic designers. Illustrations.
Citizen Brand
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Author :
language : id
Publisher: ESENSI
Release Date :
Citizen Brand written by and has been published by ESENSI this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Citizen Brands
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Author : Michael Willmott
language : en
Publisher: John Wiley & Sons
Release Date : 2010-07-13
Citizen Brands written by Michael Willmott 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 2010-07-13 with Business & Economics categories.
What is the most important issue facing business today? Globalization, the technological revolution, supply chain management, core competencies, staff retention, price competition? Important though all of these are, something else is emerging as an equally critical challenge facing companies in the technological, globalized, knowledge economy ahead. It is the concept of Citizen Brands. Its importance arises because it embodies not just one, but three crucial strategic issues for the business world: * Values (what the company stands for); * Corporate citizenship (playing an active role in society); * Branding (the tangible and intangible attributes that are encompassed in a name or trademark). This book is about how these three elements come together in an integrated way; about how they define a company's relationship with all the relevant people and institutions it has to deal with - customers, employees, shareholders, suppliers, government or whoever. Put another way, it is about achieving corporate success through putting society at the heart of the company. Companies through their direct actions (for example employment) and through their intermediaries - brands - are an integral part of the social and economic world in which they operate, needing to reflect the values and aspirations that exist; the differences and similarities. This is why corporate managers need to bring society into the company; why they need to turn their brands into citizen brands. In the emerging networked, post-industrial world, managing that relationship is one of the most important challenges that companies face. And companies that understand and embrace this are likely to be the ultimate winners in the future.
Do Good
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Author : Anne Bahr Thompson
language : en
Publisher: AMACOM
Release Date : 2017-11-30
Do Good written by Anne Bahr Thompson and has been published by AMACOM this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-30 with Business & Economics categories.
Increasingly today, in every age group, consumers are committing to brands that show good citizenship--from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that it is safe to say that good works and charitable giving are no longer optional for the company that aspires for financial success--they are necessary!Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters. Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia’s profits have climbed year after year even as it funnels heavy investments into sustainability. From CVS’s destocking cigarettes to Chipotle’s ethical sourcing, customers have shown with their wallets the types of businesses they will support and that they will quickly call out negligence.Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes. By implementing the five-step model for the new rules of business laid out in Do Good--Trust, Enrichment, Responsibility, Community, and Contribution--companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts.
Disenchanting Citizenship
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Author : Luis F. B. Plascencia
language : en
Publisher: Rutgers University Press
Release Date : 2012-07-04
Disenchanting Citizenship written by Luis F. B. Plascencia and has been published by Rutgers University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-07-04 with Social Science categories.
Central to contemporary debates in the United States on migration and migrant policy is the idea of citizenship, and—as apparent in the continued debate over Arizona’s immigration law SB 1070—this issue remains a focal point of contention, with a key concern being whether there should be a path to citizenship for “undocumented” migrants. In Disenchanting Citizenship, Luis F. B. Plascencia examines two interrelated issues: U.S. citizenship and the Mexican migrants’ position in the United States. The book explores the meaning of U.S. citizenship through the experience of a unique group of Mexican migrants who were granted Temporary Status under the “legalization” provisions of the 1986 IRCA, attained Lawful Permanent Residency, and later became U.S. citizens. Plascencia integrates an extensive and multifaceted collection of interviews, ethnographic fieldwork, ethno-historical research, and public policy analysis in examining efforts that promote the acquisition of citizenship, the teaching of citizenship classes, and naturalization ceremonies. Ultimately, he unearths citizenship’s root as a Janus-faced construct that encompasses a simultaneous process of inclusion and exclusion. This notion of citizenship is mapped on to the migrant experience, arguing that the acquisition of citizenship can lead to disenchantment with the very status desired. In the end, Plascencia expands our understanding of the dynamics of U.S. citizenship as a form of membership and belonging.
Emotional Branding
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Author : Marc Gobe
language : en
Publisher: Simon and Schuster
Release Date : 2010-02-09
Emotional Branding written by Marc Gobe and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-02-09 with Business & Economics categories.
Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
Brandjam
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Author : Marc Gobe
language : en
Publisher: Simon and Schuster
Release Date : 2010-06-29
Brandjam written by Marc Gobe and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-06-29 with Design categories.
Brandjam, the follow-up to the groundbreaking best-seller Emotional Branding, presents a powerful new concept from renowned designer and business guru Mark Gobe. The Brandjam concept is about innovation, intuition, and risk. Gobe explains how design is the “instrument” companies can use for jazzing up a brand—how design puts the face on the brand and creates an irresistible message that connects buyers to the product in a visceral way. Using jazz as his metaphor, he shows how the instinctive nature of the creative process leads to unusual solutions that make people gravitate toward a brand and make brands resonate with people by bringing more joy into their lives. It explores how design represents the personality of a company and provides its window to the world. Brandjam is an inspiration for brands and people as it reveals the transforming impact brands have on their audience. • Follow-up to Emotional Branding—50,000 copies sold in nine languages • Insider's look at creating powerful, compelling brands and identities • Exciting new ideas for using design to drive consumers to embrace brands Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
Marketing At The Confluence Between Entertainment And Analytics
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Author : Patricia Rossi
language : en
Publisher: Springer
Release Date : 2017-04-29
Marketing At The Confluence Between Entertainment And Analytics written by Patricia Rossi and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-04-29 with Business & Economics categories.
This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress held in Paris, France. It contains current research in marketing from academics, scholars, and practitioners from around the world. Focusing on advancing marketing theory and practice, this volume will help marketers to move forward in providing value for companies, consumers, and society. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.