Exponential Transform Your Brand By Empowering Instead Of Interrupting
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Exponential Transform Your Brand By Empowering Instead Of Interrupting
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Author : Jeff Rosenblum
language : en
Publisher: McGraw Hill Professional
Release Date : 2021-12-07
Exponential Transform Your Brand By Empowering Instead Of Interrupting written by Jeff Rosenblum and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-12-07 with Business & Economics categories.
One of the world’s top advertising executives shows how iconic brands win new customers and build armies of evangelists. Great brands stand for more than just cool products and clever advertisements. They inspire audiences. They enrich communities. They energize people. They move people’s lives forward. Most importantly, great brands don’t just interrupt: they empower. And that empowerment leads to exponential growth. Over the past 20 years, Jeff Rosenblum and his team at Questus have created content and campaigns for Apple, Capital One, Disney, The NFL, Samsung, Starbucks, Universal, Wyndham, Verizon and many more of the world’s most iconic brands. In Exponential, he turns that wealth of experience into a comprehensive program for modern advertising and business strategy. The book makes a passionate case that business leaders need to shift away from interruptions and superficial messages to focus on empowerment, culture, values, leadership, and transparency. With engaging stories and revealing brand examples, Exponential shows how brands can: Produce exponential growth by shifting from interruptions to empowerment Create brand evangelists with content that informs and inspires Embrace transparency and culture to tell authentic brand stories Generate massive ROI throughout the purchase journey Exponential is about storytelling done right, and the book practices what it preaches. It’s packed with colorful anecdotes from Rosenblum’s own career and clear examples of brands that grew exponentially. With a light touch, it unpacks heavy insights from neuroscience, market research, and big data, outlining what it takes for brands to truly be great and not merely say they are great.
Friction
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Author : Jeff Rosenblum
language : en
Publisher: powerHouse Books
Release Date : 2017-11-14
Friction written by Jeff Rosenblum and has been published by powerHouse Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-14 with Business & Economics categories.
Every industry around the globe is being completely disrupted. Stalwart brands are losing market share to upstarts that capture our collective consciousness. Trillions of dollars are at stake. Brands know a new approach is needed. But most don’t realize the strategic underpinnings need to change. Great brands are no longer built through interruptive advertisements. Friction argues that brands don't simply need clever messages or new, shiny technologies. They need a fundamental change in strategy. Friction provides a system for embracing transparency, engaging audiences, creating evangelists, and unleashing unprecedented growth. The authors of Friction have worked on some of the industry's most innovative assignments for the world’s most successful brands. This groundbreaking book reveals how corporations can divorce themselves from legacy business models to create a passion brand. A brand that breaks its addiction to traditional advertising. A brand that empowers its customers. A brand that dominates the competition.
Corporate Brand Personality
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Author : Lesley Everett
language : en
Publisher: Kogan Page Publishers
Release Date : 2016-02-03
Corporate Brand Personality written by Lesley Everett 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 2016-02-03 with Business & Economics categories.
Corporate Brand Personality addresses the increasing need for organizations to refocus and realign their corporate culture in order to compete in a business world that demands trust, respect and strong values. Moving beyond simply how products are marketed and perceived, it shows the reader how to lead and engage people at every level within the organization to ensure consistent engagement with brand values. Including practical models to show how corporate culture and values can be managed and improved, Corporate Brand Personality also provides real examples and case studies from the Marriott Hotel Group and Water Wellbeing Group among others that show how people's behaviours can deeply affect brand reputation through all areas of the business. Incorporating a complete strategy from start to finish, this book will help the reader build visible leadership, project an authentic brand image and reinforce their company's values.
Social Media Storms
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Author : Pernille Rydén
language : en
Publisher: Routledge
Release Date : 2021-08-25
Social Media Storms written by Pernille Rydén and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-08-25 with Business & Economics categories.
This fascinating new book explores the benefits and dynamics of social media storms and identifies the possible opportunities that they present for further engagement with customers. It provides actionable managerial advice on planning for, measuring, and innovatively navigating social media storms. Based on a sound theoretical background and illustrated by vivid real-life examples and case studies throughout every chapter, this book combines thorough explanations of the elements of business decision-making, market interaction, consumer psychology, branding, and business communication. In comparison to the existing literature, the book departs from the classical, but insufficient crisis communication management approaches to suggest novel frameworks and tools for empowering businesses, consumers, and broader societies in the digital age. Social Media Storms: Empowering Leadership Beyond Crisis Management provides advanced undergraduate and postgraduate digital marketing, marketing communications, strategy, and crisis management students with a comprehensive understanding of the social media storm phenomenon and helps marketing and communications professionals to leverage the opportunities that social media storms are bringing.
Experiential Marketing
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Author : Shaz Smilansky
language : en
Publisher: Kogan Page Publishers
Release Date : 2009-02-03
Experiential Marketing written by Shaz Smilansky 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 2009-02-03 with Business & Economics categories.
Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast. Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give something back. The relationships between brands and their target audiences are being revolutionized. Experiential Marketing looks at the new experiential marketing era, which focuses on giving target audiences a fabulous brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, which are designed to bring brand personalities to life. This book demonstrates how experiential marketing fits in with the current marketing climate, and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners, and marketing students.
Branding Between The Ears Using Cognitive Science To Build Lasting Customer Connections
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Author : Sandeep Dayal
language : en
Publisher: McGraw Hill Professional
Release Date : 2021-11-30
Branding Between The Ears Using Cognitive Science To Build Lasting Customer Connections written by Sandeep Dayal and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-30 with Business & Economics categories.
Build a “cognitive brand” that connects with your customers in the deepest, most meaningful ways Successful marketing is all about unlocking the door to peoples’ thoughts, feelings, memories, and fantasies. Tap into one or more of these, and your brand will stick forever. In Branding Between the Ears, world-renowned marketing thought leader Sandeep Dayal explains how to leverage behavioral psychology, social anthropology, and neuroscience to decode what goes on in consumer minds—and create effective marketing strategies to build the kind of loyalty that fuels today’s iconic brands. Dayal reveals that most successful cognitive brands are architected around three questions consumers ask themselves: Does this brand give me good vibes? Does what this brand says make sense to me? Will I be happier if I buy this brand? These three factors—good brand vibes, brand sense, and brand resolve—are the hidden mantra that push customers off the fence of indecision, and get them not just to admire, but actually buy the brands again and again.Branding Between the Ears reveals paradigm shifts in building and executing brands that are informed by a burgeoning body of research in brain sciences, and offers a better way to make brands that not just stand out, but connect with consumers and embed deeply in their thoughts to drive choice.Dayal is the marketing thought leader who predicted that “consumer collaboration” would be the key factor in winning people’s trust online and giving consumers control over their personal information would be central to gaining their trust—issues that are unfolding today.Now, with Branding Between the Ears he provides equally prescient principles and new ideas for gaining the competitive edge in a largely uncertain future and winning with cognitive power brands.
Customer Data Platforms
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Author : Martin Kihn
language : en
Publisher: John Wiley & Sons
Release Date : 2020-11-06
Customer Data Platforms written by Martin Kihn 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 2020-11-06 with Business & Economics categories.
Master the hottest technology around to drive marketing success Marketers are faced with a stark and challenging dilemma: customers demand deep personalization, but they are increasingly leery of offering the type of personal data required to make it happen. As a solution to this problem, Customer Data Platforms have come to the fore, offering companies a way to capture, unify, activate, and analyze customer data. CDPs are the hottest marketing technology around today, but are they worthy of the hype? Customer Data Platforms takes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization. Over the years, many of us have built byzantine “stacks” of various marketing and advertising technology in an attempt to deliver the fabled “right person, right message, right time” experience. This can lead to siloed systems, disconnected processes, and legacy technical debt. CDPs offer a way to simplify the stack and deliver a balanced and engaging customer experience. Customer Data Platforms breaks down the fundamentals, including how to: Understand the problems of managing customer data Understand what CDPs are and what they do (and don't do) Organize and harmonize customer data for use in marketing Build a safe, compliant first-party data asset that your brand can use as fuel Create a data-driven culture that puts customers at the center of everything you do Understand how to use AI and machine learning to drive the future of personalization Orchestrate modern customer journeys that react to customers in real-time Power analytics with customer data to get closer to true attribution In this book, you’ll discover how to build 1:1 engagement that scales at the speed of today’s customers.
Walking In Mud
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Author : Steve Giblin
language : en
Publisher: Post Hill Press
Release Date : 2021-11-09
Walking In Mud written by Steve Giblin and has been published by Post Hill Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-09 with Self-Help categories.
During his first few weeks as a Navy SEAL, Steve Giblin found a simple, typewritten document left behind in an old desk drawer by the Team commanding officer, entitled “THE TEN ESSENTIAL QUALITIES OF AN UNDERWATER DEMOLITION MAN.” That single page, and the maxims it contained, followed Steve wherever he was based during his twenty-six-year career with the SEALs—fourteen of those as part of the legendary strike force that took down Osama bin Laden. Steve still lives by those tenets today, coming to realize how it laid out a regimen not just for elite warriors, but also for the rest of us in our day-to-day lives. Now Steve has applied them to this post-COVID-19 world we find ourselves living in, a new normal that will test both our resolve and our psyches as we’re challenged as we’ve never been before. Applying his own experiences as a Navy SEAL to these everyday rigors, Steve provides a prescription for both healing and thriving, a guide map to get to the other side better and stronger than we were at the beginning of a journey none of us signed up for. We’re all walking in mud; thankfully, this book offers the best and surest strategy to lift ourselves from it.
E Business 2 0
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Author : Ravi Kalakota
language : en
Publisher: Addison-Wesley Professional
Release Date : 2001
E Business 2 0 written by Ravi Kalakota and has been published by Addison-Wesley Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Business & Economics categories.
This title seeks to explain how to choose and implement the right e-business infrastructure and how to deliver the strategies you have created. It uses case studies to illustrate the successes and failures of e-business initiatives.
Transforming The Future Open Access
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Author : Riel Miller
language : en
Publisher: Routledge
Release Date : 2018-04-27
Transforming The Future Open Access written by Riel Miller and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-27 with Nature categories.
People are using the future to search for better ways to achieve sustainability, inclusiveness, prosperity, well-being and peace. In addition, the way the future is understood and used is changing in almost all domains, from social science to daily life. This book presents the results of significant research undertaken by UNESCO with a number of partners to detect and define the theory and practice of anticipation around the world today. It uses the concept of ‘Futures Literacy’ as a tool to define the understanding of anticipatory systems and processes – also known as the Discipline of Anticipation. This innovative title explores: • new topics such as Futures Literacy and the Discipline of Anticipation; • the evidence collected from over 30 Futures Literacy Laboratories and presented in 14 full case studies; • the need and opportunity for significant innovation in human decision-making systems. This book will be of great interest to scholars, researchers, policy-makers and students, as well as activists working on sustainability issues and innovation, future studies and anticipation studies. The Open Access version of this book, available at https://www.taylorfrancis.com/books/e/9781351047999, has been made available under a Attribution-NonCommercial-NoDerivs 3.0 IGO (CC-BY-NC-ND 3.0 IGO) license.