The Brand Promise How Ketel One Costco Make A Wish Tourism Vancouver And Other Leading Brands Make And Keep The Promise That Guarantees Success
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The Brand Promise How Ketel One Costco Make A Wish Tourism Vancouver And Other Leading Brands Make And Keep The Promise That Guarantees Success
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Author : Duane Knapp
language : en
Publisher: McGraw Hill Professional
Release Date : 2008-04-13
The Brand Promise How Ketel One Costco Make A Wish Tourism Vancouver And Other Leading Brands Make And Keep The Promise That Guarantees Success written by Duane Knapp 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 2008-04-13 with Business & Economics categories.
Brand expert, popular speaker, and Fortune 500 advisor Duane Knapp presents The BrandPromise®, his secret formula for becoming a Genuine Brand. Making the right promise, keeping it, and fulfilling your BrandPromise commitment will transform your business or organization into a “one-of-a-kind” brand that customers, employees, and shareholders will trust and support for years to come. “A brand's promise is the new currency for success,” says Knapp, who teaches from personal experience, having built or advised hundreds of successful brands worldwide. Duane Knapp's Promise philosophy has been highly acclaimed and extensively referenced and quoted in hundreds of publications and books. Brand success rests on three principles: 1) Provide a unique experience with products or services that enhance your customer's lives 2) Inspire employee partnership, passion, and support 3) Create a perception of exceptional value and distinctive benefits and deliver on your promise. Genuine Brands make a promise and keep it. This promise begins with a different mindset than business as usual. It's not just about doing a good job-it's about optimizing the emotional and functional benefits from a customer's perspective. The BrandPromise applies to every type of organization, from associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms (doctors), entrepreneurs, small businesses, and member-centric businesses (credit unions and co-ops). Knapp provides insights from a wide range of executives and leaders with in-depth analyses of many Genuine Brands, including Ketel One, Costco, the Make-A-Wish Foundation, Destination Marketing Association International, SAFE Credit Union, Annika Sorenstam, Callison Architecture, RK Dixon, Bartell Hotels, and Tourism Vancouver. The BrandPromise book reveals the secrets that all kinds of organizations including associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms, such as doctors, entrepreneurs, small businesses, and member-centric businesses such as credit unions and co-ops. The BrandPromise also explains how celebrities can utilize the secrets of BrandScience to enhance their image and perceptions and features a Brand Profile on Annika Sorenstam. According to Knapp, “Annika’s strategy is a perfect guide for any individual or celebrity that is interested in optimizing their success. “Great stars may be born, but it’s the celebrities that embrace the principles of BrandScience that enjoy long term brand success.” The BrandPromise features insights from other celebrities including Oprah, Greg Norman, and Rachael Ray.
Flying Ahead Of The Airplane
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Author : Nawal K. Taneja
language : en
Publisher: Routledge
Release Date : 2016-04-15
Flying Ahead Of The Airplane written by Nawal K. Taneja and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-15 with Business & Economics categories.
Airlines willing to develop insight from foresight relating to the expected ’step phase changes’ will eventually improve their margins. However, the backward-looking airline, managed using old strategic levers and short-term metrics, will cease to exist, merge, shrink, become more dependent on government support, or become irrelevant. ’Management innovations’ are not going to deliver the required improvements; innovation within management is essential for airlines' survival. In Flying Ahead of the Airplane, Nawal Taneja analyzes global changes and thought-provoking scenarios to help airline executives adjust and adapt to the chaotic world. Drawing on his experience of real airline situations worldwide, the author concludes that there is a gulf between what executives are doing now and what they need to do to stay ahead of the curve. To close this gap, the author suggests that airline executives focus on just three relevant initiatives: a) aligning business and technology strategies, b) redesigning organization structures to centralize the role of the scheduling function, and c) developing relevant brands that integrate social networking technology. To support this third initiative, the book provides insights on branding from 20 fascinating non-aviation case studies from around the world. Flying Ahead of the Airplane will assist practitioners in airlines of every size to integrate future trends into their mainstream thinking and launch flexible business models to manage risk and compete effectively in the ’flattening world’.
Encyclopedia Of Business In Today S World
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Author : Charles Wankel
language : en
Publisher: SAGE
Release Date : 2009-06-12
Encyclopedia Of Business In Today S World written by Charles Wankel and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-06-12 with Business & Economics categories.
Serving as a general, nontechnical resource for students and academics, these volumes provide an understanding of the development of business as practiced around the world.
Branding Post Communist Nations
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Author : Nadia Kaneva
language : en
Publisher: Routledge
Release Date : 2011-09-19
Branding Post Communist Nations written by Nadia Kaneva and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-09-19 with Business & Economics categories.
Nation branding--a set of ideas rooted in Western marketing--gained popularity in the post-communist world by promising a quick fix for the identity malaise of "transitional" societies. Since 1989, almost every country in Central and Eastern Europe has engaged in nation branding initiatives of varying scope and sophistication. For the first time, this volume collects in one place studies that examine the practices and discourses of the nation branding undertaken in these countries. In addition to documenting various rebranding initiatives, these studies raise important questions about their political and cultural implications.
Brand Real
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Author : Laurence Vincent
language : en
Publisher: AMACOM
Release Date : 2012-03-28
Brand Real written by Laurence Vincent and has been published by AMACOM this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-28 with Business & Economics categories.
Brand Real is a business strategy guide for making a brand’s promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands--logos, advertising, imagery, communications--directly to the core elements of business strategy. Most importantly, they’ll explore the correlation between a succinct, efficient brand and powerful, lasting connections with their customers.Companies are becoming increasingly creative in their branding strategies--building identities ranging from the warm and fuzzy to the ultra cool and edgy. But it seems many of these enterprises forget that a brand, at its heart, is a promise to deliver. Brand Real ensures your customers’ experiences lives up to that promise and that their loyalties stay with you.
60 Minute Brand Strategist
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Author : Idris Mootee
language : en
Publisher: John Wiley & Sons
Release Date : 2013-05-17
60 Minute Brand Strategist written by Idris Mootee 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 2013-05-17 with Business & Economics categories.
Praise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at the heart of corporate strategy. Brilliant insights for a fast-moving world." —Angela Ahrendts, CEO, Burberry "Idris Mootee paints a sharp, comprehensive, and finely articulated analysis of the potential of meaningful brands in the 21st century's cultural scenario and business landscape. The result is a smart manual that reminds you and your company how to build relevant, authentic, sustainable, and successful brands in an evolving society." —Mauro Porcini, Chief Design Officer, PepsiCo Inc. "Idris's book teaches us how to engage today's increasingly cynical consumers on a deeper emotional level to build real equity and leadership. He demonstrates how to break out of the box and connect business strategy to brand strategy, and how the right brand story never really ends!" —Blair Christie, SVP and CMO, Cisco Systems, Inc. "It's rare to find a book that's both inspiring and practical but Idris nailed it! He has crafted the ultimate guide to brand building in the connected world with visual clarity and thought-provoking strategy." —Eric Ryan, cofounder, Method Products, Inc. This book is about one thing only: branding. Period. In this economy ruled by ideas, the only sustainable form of leadership is brand leadership. 60-Minute Brand Strategist offers a fast-paced, field-tested view of how branding decisions happen in the context of business strategy, not just in marketing communications. With a combi-nation of perspectives from business strategy, customer experience, and even anthropology, this new and updated edition outlines the challenges traditional branding faces in a hyper-connected world. This essential handbook of brand marketing offers an encyclopedia of do's and don'ts, including new case studies of how these concepts are being used by the world's most successful and valuable brands. 60-Minute Brand Strategist is your battle plan, filled with powerful branding tools and techniques to win your customers' hearts and defeat the competition.
Nonprofit Nation
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Author : Michael O'Neill
language : en
Publisher: John Wiley & Sons
Release Date : 2002-11-29
Nonprofit Nation written by Michael O'Neill 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 2002-11-29 with Business & Economics categories.
In Nonprofit Nation, the new edition of his classic work,O'Neill takes a fresh look at the nonprofit sector and the power ithas to use its growing visibility and strength. Like the firstedition, this new book is an up-to-date, comprehensive guide tounderstanding the nonprofit sector. Identifying and examining themajor nonprofit subsectors-health care, arts, social service, andreligious organizations, for example-and detailing their particularconcerns and impact enable O'Neill to explore their influence onbusiness, government and society. The new edition also features: * Expanded sections on scope and impact * Updated and enlarged statistical information * New insights on the development of the nonprofit sector * A new section on theories of the nonprofit sector
The Brand Mindset Five Essential Strategies For Building Brand Advantage Throughout Your Company
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Author : Duane Knapp
language : en
Publisher: McGraw Hill Professional
Release Date : 1999-11-01
The Brand Mindset Five Essential Strategies For Building Brand Advantage Throughout Your Company written by Duane Knapp 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 1999-11-01 with Business & Economics categories.
How Starbucks became Starbucks and other secrets of branding success. Aimed at managers, nt just marketers, a famed consultant presents a powerful prescription for understanding, building, and sustaining brand equity. Duane Knapp demonstrates, from a management perspective, why "a company's brand is the most valuable asset it can have." he shows how the very best practitioners - contemporary household names like Starbucks, Citicorp, Whirlpool, Lexus, Hallmark, and others - shrewdly develop and maintain their brands even in the face of ferocious competition. Readers can assess and improve their own efforts by adopting Knapp's five proven components of the Brand Mindset that is for brand success: Make a promise to the consumer; make all decisions with the brand in mind; make sure the entire company supports the brand's message; make the brand bigger than the business, and build one specific image for the brand and stick with it always.
Innovation Games
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Author : Luke Hohmann
language : en
Publisher: Pearson Education
Release Date : 2006-08-28
Innovation Games written by Luke Hohmann and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-08-28 with Business & Economics categories.
Innovation Through Understandingsm The toughest part of innovation? Accurately predicting what customers want, need, and will pay for. Even if you ask them, they often can’t explain what they want. Now, there’s a breakthrough solution: Innovation Games. Drawing on his software product strategy and product management consulting experience, Luke Hohmann has created twelve games that help you uncover your customers’ true, hidden needs and desires. You’ll learn what each game will accomplish, why it works, and how to play it with customers. Then, Hohmann shows how to integrate the results into your product development processes, helping you focus your efforts, reduce your costs, accelerate time to market, and deliver the right solutions, right from the start. Learn how your customers define success Discover what customers don’t like about your offerings Uncover unspoken needs and breakthrough opportunities Understand where your offerings fit into your customers’ operations Clarify exactly how and when customers will use your product or service Deliver the right new features, and make better strategy decisions Increase empathy for the customers’ experience within your organization Improve the effectiveness of the sales and service organizations Identify your most effective marketing messages and sellable features Innovation Games will be indispensable for anyone who wants to drive more successful, customer-focused product development: product and R&D managers, CTOs and development leaders, marketers, and senior business executives alike.
A Branded World
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Author : Michael Levine
language : en
Publisher: John Wiley & Sons
Release Date : 2003-04-07
A Branded World written by Michael Levine 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 2003-04-07 with Business & Economics categories.
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