Contrarian Branding
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Contrarian Branding
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Author : Roland van der Vorst
language : en
Publisher: BIS Publishers
Release Date : 2017-12-05
Contrarian Branding written by Roland van der Vorst and has been published by BIS Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-12-05 with Business & Economics categories.
Catching the eye by creating polarity is a sophisticated technique to set brands apart from all other competitors in a radical way. This book shows how to create brand associations that radically split a competitive field into absolute opposites and how to reconcile these brands in unexpected ways.
Contrarian Marketing
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Author : Nick Mavrick
language : en
Publisher:
Release Date : 2011-10-08
Contrarian Marketing written by Nick Mavrick and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10-08 with categories.
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.
Unleashing The Power Of Pr
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Author : Mark Weiner
language : en
Publisher: John Wiley & Sons
Release Date : 2006-06-12
Unleashing The Power Of Pr written by Mark Weiner 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 2006-06-12 with Business & Economics categories.
Using dozens of case studies from well-known companies such as General Electric, FedEx, Procter & Gamble, Merck, Boeing, and Intel, Delahaye president and public relations scientist Mark Weiner offers a research-based model for creating and implementing public relations programs that will generate desired results and improve an organization’s ROI. Written as a highly accessible hands-on guide, Unleashing the Power of PR explains how to use market research methods to plan and evaluate public relations programs scientifically. The author explores the benefit of learning to speak to senior executives in a way that will improve communications and ultimately help strengthen PR performance and results. In addition, the book debunks common myths—such as “PR is impossible to measure!”—that undercut the effectiveness of PR and obscure its real value.
User Generated Branding
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Author : Ulrike Arnhold
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-11-22
User Generated Branding written by Ulrike Arnhold and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-11-22 with Business & Economics categories.
From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.
Accidental Branding
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Author : David Vinjamuri
language : en
Publisher: John Wiley & Sons
Release Date : 2008-03-31
Accidental Branding written by David Vinjamuri 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 2008-03-31 with Business & Economics categories.
Every year, thousands of new business are started by people with no knowledge of modern marketing at all?and some of them survive and thrive. Accidental Branding tells the story of seven "accidental" brands and how their founders beat bigger competitors by breaking the standard rules of marketing. Successful brands like Burt's Bees, J. Peterman, and Clif Bar reveal how doing things differently can lead to big-time success. If you're an entrepreneur or a marketer, this guide will show you how to build stronger brands.
The Contrarian Effect
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Author : Michael Port
language : en
Publisher: John Wiley & Sons
Release Date : 2008-09-25
The Contrarian Effect written by Michael Port 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 2008-09-25 with Business & Economics categories.
Take the traditional sales model, which is outdated and needs a serious makeover, and turn it on its head by applying the advice in The Contrarian Effect: Why It Pays (Big) to Take Typical Sales Advice and Do the Opposite. Find an entirely sound approach to building better client relationships and closing more sales by doing the exact opposite that conventional sales advice dictates. Re-examine the most well-worn sales tactics in the business and discover specific and actionable strategies and principles that will help you close more sales today.
Package Design Workbook
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Author : Steven DuPuis
language : en
Publisher: Rockport Publishers
Release Date : 2008-09-01
Package Design Workbook written by Steven DuPuis and has been published by Rockport Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-01 with Design categories.
The Art and Science of Successful Packaging This comprehensive guide provides designers with a thoughtful packaging primer that covers the challenges of designing packaging for a competitive market in a very hardworking and relevant way. Package Design Workbook addresses all aspects of the creative process including choosing a package format, colors and materials, final finishes, and special considerations such as awkward objects and unique display considerations. This book breaks down the process of design in a much more comprehensive way than most books on the subject, which just analyze the final designs. This guide also offers case studies in the back half of the book with the text focusing on why specific colors, formats, type treatments, and finishes were chosen, and what the resulting effects were on the consumer and the client.
User Generated Branding
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Author : Christoph Burmann
language : en
Publisher: LIT Verlag Münster
Release Date : 2008
User Generated Branding written by Christoph Burmann and has been published by LIT Verlag Münster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Branding (Marketing) categories.
In the digital world of the participatory web millions of common people have started publishing own brand related content. Such amateur pieces ignore official marketing campaigns and are generated by brand fans and opponents alike. Given the increasing speed and reach of the internet those grassroots messages may have sweeping effects on the brand image. This book represents a first comprehensive study fully dedicated to the emerging phenomenon of brand related user generated content. It explores its patterns and shows how brand managers may benefit from it via user generated branding campaigns.
The Ad Contrarian
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Author : Bob Hoffman
language : en
Publisher:
Release Date : 2008-02-01
The Ad Contrarian written by Bob Hoffman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-02-01 with categories.
The Ad Contrarian, Getting beyond the fleeting trends, false goals, and dreadful jargon of contemporary Advertising, originally published in 2007 is now available in this new expanded and revised edition.