Rebuilding The Brand
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Rebuilding The Brand
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Author : Clyde Fessler
language : en
Publisher: Simon and Schuster
Release Date : 2013-10-08
Rebuilding The Brand written by Clyde Fessler 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 2013-10-08 with Business & Economics categories.
In the early 1980s, Harley-Davidson was on the verge of bankruptcy. In the general public's opinion, quality was substandard—of both motorcycles and riders. Harleys leaked oil and were often broken down. Riders were roughnecks, out to raise hell. The Harley-Davidson brand was tarnished. What s more, the charges were true. By the mid-1980s, Harley couldn't produce enough bikes to keep the public happy. Dealers were selling bikes off the showroom floor, struggling to assuage customers frustration. And today, Harley-Davidson is a model brand. Harley-Davidson isn't just a motorcycle company anymore. It is a community, a look, a source of self-expression, an all-American appeal for freedom—all expressed in one little logo. So, what happened? How did Harley manage to pull itself from the fire, brush itself off, and ride off into the sunset? The secret: branding. Histories will tell you how Harley-Davidson closed the quality gap between Hogs and the cheaper, faster, sleeker Japanese bikes; how Harley used Japanese manufacturing methods to increase its cash flow; how Harley clawed its way back from the brink of bankruptcy. All these aspects were important to Harley s rise from the ashes, no doubt, and as such are discussed in this book. But the true power of the big, beautiful, orange and black machine that is Harley-Davidson lies in its image, the Bar and Shield, the brand. Rebuilding the Brand: How Harley-Davidson Became King of the Road is the story of how a core group led a team of not only marketing folks but also employees, management, dealers, and vendors to rebuild the Harley-Davidson image. Told through the perspective of Clyde Fessler—who held several positions within Harley, from head of marketing services to VP of business development—Rebuilding the Brand provides dynamic branding information couched in an entertaining story. Fessler describes the methods used to create the iconic image Harley-Davidson enjoys today, methods that can be translated to nearly any industry, and explores the topics of brand experience, brand personality, brand extension, brand association, brand consistency, and brand welfare. 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.
Rebuilding Brand America
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Author : Dick MARTIN
language : en
Publisher: AMACOM/American Management Association
Release Date : 2007-01-18
Rebuilding Brand America written by Dick MARTIN and has been published by AMACOM/American Management Association this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-01-18 with Business & Economics categories.
Anti-American feeling is at an all-time high. Other nations and cultures have singled out our businesses, government, and way of life for harsh scorn, widespread resentment, even violence. Rebuilding Brand America is an exploration of anti-Americanism, from its causes and earliest manifestations to current efforts to mitigate it. Martin explains why many of these efforts failed, and reviews the many prescriptions formulated by more than a dozen task forces. He then bases his recommendations on the best practices of leading companies, and on his own 32-year career in public relations and brand management. Rebuilding Brand America features exclusive interviews with journalists, media and PR professionals, and executives from global icons like McDonald’s, Wal-Mart, and FedEx, and analyzes the groundbreaking work of thought leaders such as: * Pollster John Zogby, whose insights into the Muslim world continue to inform policy in the Middle East. * Newsweek editor Fareed Zakaria, whose essay on the 9/11 attacks shed new light on the Islamic mind. * Keith Reinhard, president of Business for Diplomatic Action, a non-partisan business group organized to fight anti-Americanism by addressing its causes in U.S. business practice. Based on a deep understanding of anti-Americanism’s roots, Rebuilding Brand America is a call to action that will help U.S.-based companies prosper in global markets.
The Post Truth Business
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Author : Sean Pillot de Chenecey
language : en
Publisher: Kogan Page Publishers
Release Date : 2018-10-03
The Post Truth Business written by Sean Pillot de Chenecey 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 2018-10-03 with Business & Economics categories.
FINALIST - Business Book Awards 2019 - Embracing Change Category Brands are built on trust, but in a post-truth world they're faced with a serious challenge: so much of modern life is defined by mistrust. A shattering of the vital trust connection between brands and consumers, together with the evaporation of authenticity as a core brand pillar, is causing enormous problems for businesses on a global scale. If a brand isn't seen as trustworthy, then when choice is available it will be rejected in favour of one that is. The Post-Truth Business provides a way forward for any organization wishing to rebuild brand authenticity in a distrustful world. It explains the interconnected problems facing businesses, with important topics including: - The impact of fake news, disinformation and the weaponizing of lies - The safeguarding of privacy, alongside privacy as a tradable asset - Why and how brands must create communication with meaning - The dangers of inauthentic cultural marketing activities - Examples of conscious capitalism and brand activism - Lessons in authenticity from artisans and innovators - National branding and reputation capital - Leveraging the power of 'brand trust' The Post-Truth Business shows how to strengthen consumer engagement by closing the 'brand credibility gap'. It's packed with examples of inspiring people, brands and international campaigns from the fashion, beauty, outdoor, motor, drinks, finance, media, technology, entertainment and health sectors. Each of them demonstrates a dynamic and positive way forward.
Six Rules Of Brand Revitalization
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Author : Larry Light
language : en
Publisher: FT Press
Release Date : 2016-02-08
Six Rules Of Brand Revitalization written by Larry Light and has been published by FT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-02-08 with Business & Economics categories.
Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success. Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes... how to reenergize them... why hard-to-change bad habits can lead brands back into trouble again... and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it!
Six Rules For Brand Revitalization
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Author : Larry Light
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 2016
Six Rules For Brand Revitalization written by Larry Light and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Business & Economics categories.
Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success. Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes... how to reenergize them... why hard-to-change bad habits can lead brands back into trouble again... and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it!
Brand Enigma
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Author : Duncan Bruce
language : en
Publisher: John Wiley & Sons
Release Date : 2010-12-03
Brand Enigma written by Duncan Bruce 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 2010-12-03 with Business & Economics categories.
Brand Enigma provides a refreshing antidote to tired, conventional approaches to business development, marketing and innovation. The premise for this book is that the brand embodies the spirit of the business and, properly understood, can enable the enterprise to raise innovation, business development and performance to new levels. Based on a proven method for deconstructing and rebuilding brands, the book outlines an alternative but stimulating, and highly effective method of putting the brand at the centre of the business. At the heart of this approach is the Brand Dream Model. Developed and perfected over several years, the model has helped to generate breakthroughs for many of the world’s leading brands and corporations. It has also been applied to educational establishments and as part of a strategy development programme for a government department. Using deceptively simple methods based on experiential, as opposed to analytical, techniques, the Brand Dream Process reveals the past strengths of the brand, its current characteristics and future potential. When the process involves everyone from the board to the marketing department and front line staff, it also generates a shared understanding of the business, its values and goals. Brand Enigma gives you the tools to put your brand and business in a class apart from the competition. "... for breaking the norm and looking at a brand from a team perspective, this is one of the best. There's no breakthrough point with more conventional approaches to brand development. This immerses you. It's a still-hidden gem that many other companies should try." --Chris Priest, VP Marketing Europe Digital Appliances, LG "What an extraordinary learning experience for our company. The Brand Dream let us express ourselves and get to a meaningful result unlike any other event that I have ever been a part of." --Kenny Kahn, Chief Strategic Officer, Iverify "We have never done anything like this before! We found the experience enlightening, our objective was our brand image, which we feel we achieved admirably. However the unexpected benefit was an emotional and adrenalin-filled roller coater of a team-building exercise." --Andrew Jankel, Managing Director, Jankel Armouring "It brought people together in a way that other brand development approaches would not ... If you have a brand in the doldrums, it’s an outstanding tool to reinvigorate it." --Nick Shepherd, former senior marketing executive, Kraft Foods "When you give anyone a mechanism for analysing the world, you empower them. It’s partly because the model is so simple that it is blindingly successful." --David Bott, Director of Innovation Platforms, the Technology Strategy Board
Six Rules For Brand Revitalization
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Author : Larry Light
language : en
Publisher:
Release Date : 2016
Six Rules For Brand Revitalization written by Larry Light and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Brand name products categories.
A Philosophy Of Dress
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Author : Jared M. Johnson
language : en
Publisher:
Release Date : 2006
A Philosophy Of Dress written by Jared M. Johnson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Corporate image categories.
Founded by Henry Sands Brooks in 1818, Brooks Brothers business was built on relationships maintained over generations with employees, suppliers, and customers. Once the most admired retailer in the country, Brooks Brothers lost its corporate identity and consequently, broke the trust of one of America's most loyal base of customers. During the 1980s and 1990s, three companies took ownership of the nation's oldest, and for much of its history, most profitable mens retailer. In 2001, Brooks Brothers was sold to Retail Brand Alliance for $225 million. RBA CEO Claudio Del Vecchio was determined to save Brooks Brothers. Mr. Del Vecchio tailored a turnaround plan stitched with a communication strategy for Brooks Brothers stakeholders.
A Philosophy Of Dress
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Author : Jared M. Johnson
language : en
Publisher:
Release Date : 2006
A Philosophy Of Dress written by Jared M. Johnson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Corporate image categories.
Founded by Henry Sands Brooks in 1818, Brooks Brothers business was built on relationships maintained over generations with employees, suppliers, and customers. Once the most admired retailer in the country, Brooks Brothers lost its corporate identity and consequently, broke the trust of one of America's most loyal base of customers. During the 1980s and 1990s, three companies took ownership of the nation's oldest, and for much of its history, most profitable mens retailer. In 2001, Brooks Brothers was sold to Retail Brand Alliance for $225 million. RBA CEO Claudio Del Vecchio was determined to save Brooks Brothers. Mr. Del Vecchio tailored a turnaround plan stitched with a communication strategy for Brooks Brothers stakeholders.
Branding For Dummies
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Author : Bill Chiaravalle
language : en
Publisher: John Wiley & Sons
Release Date : 2014-12-31
Branding For Dummies written by Bill Chiaravalle 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 2014-12-31 with Business & Economics categories.
Discover how brands are created, managed, differentiated, leveraged, and licensed Whether your business is large or small, global or local, this new edition of Branding For Dummies gives you the nuts and bolts to create, improve, and maintain a successful brand. It'll help you define your company's mission, the benefits and features of your products or services, what your customers and prospects already think of your brand, what qualities you want them to associate with your company, and so much more. Packed with plain-English advice and step-by-step instructions, Branding For Dummies covers assembling a top-notch branding team, positioning your brand, handling advertising and promotions, avoiding blunders, and keeping your brand viable, visible, and healthy. Whether you're looking to develop a logo and tagline, manage and protect your brand, launch a brand marketing plan, fix a broken brand, make customers loyal brand champions—or anything in between—Branding For Dummies makes it fast and easy. Includes tips and cautionary advice on social media and its impact on personal and business branding programs Covers balancing personal and business brand development References some of the major brand crises—and how to avoid making the same mistakes Shows brand marketers how to create brands that match their employers' objectives while launching their own careers If you're a business leader looking to set your brand up for the ultimate success, Branding For Dummies has you covered.