United We Brand
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United We Brand
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Author : Mike Moser
language : en
Publisher: ESENSI
Release Date : 2003
United We Brand written by Mike Moser and has been published by ESENSI this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
"In United We Brand, Moser unveils a hands-on tool he has developed over the course of two decades of branding experience with organizations ranging from brand giants like Reebok and Dell Computers to fledgling startups to nonprofit firms. The "Brand Roadmap" puts insights and strategies once available only through top-flight consulting and advertising agencies in the hands of every executive, small business owner, and entrepreneur."--BOOK JACKET.
United We Brand
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Author : Mike Moser
language : en
Publisher: Harvard Business Press
Release Date : 2003-02-13
United We Brand written by Mike Moser and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-02-13 with Business & Economics categories.
Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up. Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies. Step by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.
Brand Icons
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Author : Mike Moser
language : en
Publisher:
Release Date : 2003
Brand Icons written by Mike Moser and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Brand name products categories.
United We Consume Create Manage
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Author : Vaibhav Shwetangbhai Diwanji
language : en
Publisher:
Release Date : 2021
United We Consume Create Manage written by Vaibhav Shwetangbhai Diwanji and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021 with Business categories.
What does the future look like for consumers and brands? The 2020 COVID-19 global pandemic added new uncertainties and brought new insights and geared consumers and brands to the real essentials of the 'human touch' in marketing communications. When the novel coronavirus made the world stand still, marketers and consumers finally had a chance to take notice of the sea of sameness in advertising and branding. The question remained: What is the role of the empowered, hyper-connected consumer in building the future of branding? Against this backdrop, this dissertation research aimed to bridge the gap between the rhetoric of consumer involvement in branding and the reality of its utility. Using a grounded theory approach and guided by the identity-based brand management approach and the national cultural dimensions, this dissertation research aimed to establish the definition of consumer generated branding from a cross-national and cross-cultural perspective. In doing so, the secondary research objective was to define and identify different forms of sponsored and non-sponsored consumer generated branding initiatives. To this end, this dissertation research utilized an innovative triangulation of a mixed-methods research design, including qualitative semi-structured interviews and observational methods comprising open card sorting, think-aloud protocol, and web-based real-time heatmap visualization. The participants included forty-four consumers and brand practitioners from the U.S. and India. Combining the insights from the qualitative interviews and the observational methods, the key academic contribution of this dissertation research was that it helped bridging the gap in the literature by proposing a contemporary and phenomenologically grounded understanding of consumer generated branding. The key managerial contribution of this dissertation was that it offered fresh avenues of co-creating consumer-centric, sustainable, and inclusive marketing communication, and also provided meaningful observations on the ever-evolving consumer-brand relationships, within the new and emerging media environments. This dissertation research was more than an invitation to think differently, it was a clarion call to action-to help create a new world of possibilities through brand value co-creation.
United We Stand
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Author : Thomas L. Weekley
language : en
Publisher: McGraw-Hill Companies
Release Date : 1996
United We Stand written by Thomas L. Weekley and has been published by McGraw-Hill Companies this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996 with Business & Economics categories.
Two top executives--one from the powerful United Auto Workers union and one from auto titan General Motors--offer a fascinating inside look at labor-management relations that profiles the most creative approach yet to TQM: a "Quality Network" that has revitalized both camps and holds promise for any unionized workplace. 25 illustrations.
Brand Thinking And Other Noble Pursuits
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Author : Debbie Millman
language : en
Publisher: Skyhorse Publishing Inc.
Release Date : 2011-10-10
Brand Thinking And Other Noble Pursuits written by Debbie Millman and has been published by Skyhorse Publishing Inc. this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10-10 with Biography & Autobiography categories.
"This engaging and highly informative book presents twenty interviews with the world's leading designers, anthropologists and innovators in the field of branding. In a series of illuminating, spirited conversations with preeminent global brand designer Debbie Millman, these influential figures share their take on how and why humans have branded the world around us, and the ideas, inventions, and insight inherent in this process"--Provided by publisher.
Brand Sense
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Author : Martin Lindstrom
language : en
Publisher: Simon and Schuster
Release Date : 2010-02-02
Brand Sense written by Martin Lindstrom 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 2010-02-02 with Business & Economics categories.
The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.
Every Saturday
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Author :
language : en
Publisher:
Release Date : 1871
Every Saturday written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1871 with categories.
Report Of The Chief Of The Bureau Of Animal Industry United States Department Of Agriculture
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Author : United States. Bureau of Animal Industry
language : en
Publisher:
Release Date : 1889
Report Of The Chief Of The Bureau Of Animal Industry United States Department Of Agriculture written by United States. Bureau of Animal Industry and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1889 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.
