Making Marketing Meaningful
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| Author | : Steve Diller |
| Publisher | : New Riders |
| Total Pages | : 154 |
| Release | : 2005-12-21 |
| Genre | : |
| ISBN | : 0132704927 |
“ We’re now hip-deep, if not drowning, in the ‘experience economy.‘ Here‘s the smartest book I‘ve read so far that can actually help get your brand to higher ground, fast. And it‘s written by people who not only drew the map, but blazed these trails in the first place.” –Brian Collins, Executive Creative Director, Ogilvy & Mather Worldwide Brand Integration Group In a market economy characterized by commoditized products and global competition, how do companies gain deep and lasting loyalty from their customers? The key, this book argues, is in providing meaningful customer experiences. Writing in the tradition of Louis Cheskin, one of the founding fathers of market research, the authors of Making Meaning observe, define, and describe the meaningful customer experience. By consciously evoking certain deeply valued meanings through their products, services, and multidimensional customer experiences, they argue, companies can create more value and achieve lasting strategic advantages over their competitors. A few businesses are already discovering this approach, but until now no one has articulated it in such a persuasive and practical way. Making Meaning not only encourages businesses to adopt an innovation process that’s centered on meaning, it also tells you how. The book outlines a plan of action and describes the attributes of a meaning-centric innovation team. With insightful real-world examples drawn from the Cheskin company's experience and from the authors' observations of the contemporary global market, this book outlines a plan of action and describes the attributes of a meaning-centric innovation team. Meaningful experiences—as distinct from trivial ones—reinforce or transform the customer’s sense of purpose and significance. The authors’ vision of a world of meaningful consumption is idealistic, but don’t be fooled: this is a straightforward business book with an eye on the ROI. It shows how to bring R&D, design, and marketing together to create deeper and richer experiences for your customers. Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences is an engaging and practical book for business leaders, explaining how their companies can create more meaningful products and services to better achieve their goals.
| Author | : Bernadette Jiwa |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2015 |
| Genre | : Business & Economics |
| ISBN | : 9780994432803 |
"The most important book for your boss to read this year." -SETH GODIN "Empathy, relevance, and affinity-three great concepts to help you make a dent in the universe. Jiwa explains a whole new way to innovate and change the world." -GUY KAWASAKI "A must read for any entrepreneur or marketer. It's full of lots of "aha" moments with a concrete tool that you can implement immediately. This book should be added to every marketer's toolkit!" -DIANE DIAZ, Instructor Digital Storytelling & Branding, FULL SAIL UNIVERSITY "This book and the Story Strategy Blueprint inside are invaluable for anyone who wants to disrupt their industry and to know and genuinely matter to their customers. Bernadette's unique views and teachings will give you the most important, empathetic tools to know the consumer and be a successful storyteller." -ANTONIO ZEA, Global Director, Football Footwear, UNDER ARMOUR "As marketers our future value and success relies on using our customers as our compass. Through inspiring case studies, learn about the Innovation Trifecta and how affinity that is earned, rather than attention that is bought can power your business growth. Bernadette digs deep to explain why brands that give a damn make a difference and win in terms of profits, people and the planet." -LEE TONITTO, CEO, AUSTRALIAN MARKETING INSTITUTE One of Inc Magazine's Top Business Books of 2015. Our new digital landscape has spawned an entrepreneurial culture and the belief that anyone with a laptop and an Internet connection has the power to change the world-to create an idea that flies. But for every groundbreaking business that started this way, a thousand others have stalled or failed. Why? What's the secret to success? What do Khan Academy, the GoPro camera, the Dyson vacuum cleaner and Kickstarter have in common? After years of consulting with hundreds of innovators, creatives, entrepreneurs and business leaders to help them tell the stories of their ideas, I have discovered something: every business that flies starts not with the best idea, the biggest budget or better marketing, but with the story of someone who wants to do something-and can't. We don't change the world by starting with our brilliant ideas, our dreams; we change the world by helping others to live their dreams. The story of ideas that fly is the story of the people who embrace them, love them, adopt them, care about them and share them. Successful ideas are the ones that become meaningful to others-helping them to see what's possible for them. Our ideas fly when we show others their wings.
| Author | : Guerric de Ternay |
| Publisher | : |
| Total Pages | : 96 |
| Release | : 2019-01-13 |
| Genre | : Business & Economics |
| ISBN | : 9781794056053 |
How do you go from an idea to a compelling product strategy? How do you translate a customer interview into marketing insight? In the Value Mix, Guerric de Ternay answers these important questions. Filled with innovation frameworks and examples, this practical book helps you solve the biggest challenge every business faces: how to create meaningful and successful products or services--something new that matters to your customers. The Value Mix is complementary to the lean startup methodology, the design thinking process, and customer development research. This is a must-read for anyone starting something new--whether you're a product manager, an entrepreneur, an innovation consultant, or a marketing or brand manager. You can create meaningful value propositions for your customers. The Value Mix tells you how. -- Guerric de Ternay is the founder of two sustainable fashion businesses: GoudronBlanc offers high-quality T-shirts for men and Blackwood creates accessories made of natural, eco-friendly materials. In parallel, Guerric also manages projects for ?What If! Innovation, a global consulting firm that works with Fortune 500 companies to use an experimentation-based approach to achieving growth.
| Author | : N. Hollis |
| Publisher | : Springer |
| Total Pages | : 226 |
| Release | : 2016-04-30 |
| Genre | : Medical |
| ISBN | : 1137365595 |
Instilling brand loyalty among consumers is the key to long-term success, and requires focusing on meaningful differentiation: functional, emotional, or societal. Supported by data analyses, case studies and interviews, The Meaningful Brand explores the four components of a distinguished brand: purpose, delivery, resonance, and difference.
| Author | : Byron Sharp |
| Publisher | : OUP Australia & New Zealand |
| Total Pages | : 246 |
| Release | : 2010-03-11 |
| Genre | : Business & Economics |
| ISBN | : 9780195573565 |
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.
| Author | : Maddy Kulkarni |
| Publisher | : Kendall/Hunt Publishing Company |
| Total Pages | : 244 |
| Release | : 2021-08-30 |
| Genre | : |
| ISBN | : 9781792469510 |
Takes fundamental marketing concepts and teaches you how to apply them to social causes like access to food and education, climate change, and gender equality. The book includes learnings from beautiful, iconic social impact campaigns from some of the world's most beloved brands.
| Author | : Lyn Spillman |
| Publisher | : University of Chicago Press |
| Total Pages | : 532 |
| Release | : 2012-08-30 |
| Genre | : Business & Economics |
| ISBN | : 0226769569 |
Popular conceptions hold that capitalism is driven almost entirely by the pursuit of profit and self-interest. Challenging that assumption, this major new study of American business associations shows how market and non-market relations are actually profoundly entwined at the heart of capitalism. In Solidarity in Strategy, Lyn Spillman draws on rich documentary archives and a comprehensive data set of more than four thousand trade associations from diverse and obscure corners of commercial life to reveal a busy and often surprising arena of American economic activity. From the Intelligent Transportation Society to the American Gem Trade Association, Spillman explains how business associations are more collegial than cutthroat, and how they make capitalist action meaningful not only by developing shared ideas about collective interests but also by articulating a disinterested solidarity that transcends those interests. Deeply grounded in both economic and cultural sociology, Solidarity in Strategy provides rich, lively, and often surprising insights into the world of business, and leads us to question some of our most fundamental assumptions about economic life and how cultural context influences economic.
| Author | : Fred Dust |
| Publisher | : HarperCollins |
| Total Pages | : 197 |
| Release | : 2020-12-01 |
| Genre | : Business & Economics |
| ISBN | : 0062933914 |
A former Senior Partner and Global Managing Director at the legendary design firm IDEO shows how to design conversations and meetings that are creative and impactful. Conversations are one of the most fundamental means of communicating we have as humans. At their best, conversations are unconstrained, authentic and open—two or more people sharing thoughts and ideas in a way that bridges our individual experiences, achieves a common goal. At their worst, they foster misunderstanding, frustration and obscure our real intentions. How often do you walk away from a conversation feeling really heard? That it moved the people in it forward in some important way? You’re not alone. In his practice as a designer, Fred Dust began to approach conversations differently. After years of trying to broker communication between colleagues and clients, he came to believe there had to a way to design the art of conversation itself with intention and purpose, but still artful and playful. Making Conversation codifies what he learned and outlines the seven elements essential to successful exchanges: Commitment, Creative Listening, Clarity, Context, Constraints, Change, and Create. Taken together, these seven elements form a set of resources anyone can use to be more deliberate and purposeful in making conversations work.
| Author | : Michael Brito |
| Publisher | : Pearson Education |
| Total Pages | : 272 |
| Release | : 2014 |
| Genre | : Business & Economics |
| ISBN | : 0789751615 |
"Content is now king - and if you're a brand marketer, you need to be a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational techniques, and insights and practical approaches for transforming your brand into a highly successful media company - and a winning social business! Social business pioneer Michael Brito covers every step of the process, including: Understanding your social customer and their new world Planning your social business and content strategies Building infrastructure and teams, and setting the stage for transformation Identifying and overcoming the specific content challenges you face Recognizing the central role content now plays Developing your content message Transitioning from brand messaging to high content relevancy Moving from content creation to curation to aggregation Successfully integrating paid, earned, and owned media content Distributing the right content at the right time through the right channels to the right customers Mastering the critical new roles of the community manager in your media company Evaluating the content technology vendors and software platforms vying for your businessAlong the way, Brito presents multiple case studies from brand leaders worldwide, including Coca Cola, RedBull, Oreo, Skittles, Old Spice, Dos Equis, Gatorade, Tide, and the NFL - delivering specific, powerfully relevant insights you can act on and profit from immediately." --Publisher description.
| Author | : Aaron Goldman |
| Publisher | : McGraw Hill Professional |
| Total Pages | : 353 |
| Release | : 2010-08-20 |
| Genre | : Business & Economics |
| ISBN | : 0071746218 |
Want Market Share? Google It! “Google is a once-in-a-generation company. Aaron Goldman has written an essential book that goes beyond telling us how Google became so important to explaining why the revolution it’s leading will affect everyone in media and marketing.” —Brian Morrissey, Digital Editor, Adweek “An insightful tour of the elements that have made Google successful combined with a usable guide on how to apply this learning to your business.” —Rishad Tobaccowala , Chief Strategy & Innovation Officer, Vivaki About the Book You know you’ve hit it big when your name becomes a verb—and no one knows that better than Google. In just over 10 years, Google has become the world’s most valuable brand, consistently dominating its category and generating $6 billion in revenue per quarter. How does Google do it? In a word: marketing. You may not think Google does much marketing. Indeed, it doesn’t do a lot of what has traditionally been viewed as marketing. But in today’s digital world, marketing has taken new shape—and Google is at the cutting edge. In Everything I Know about Marketing I Learned from Google, digital marketing expert Aaron Goldman offers 20 powerful lessons straight from Google’s playbook. Taking you deep into the inner workings of the Googleplex (which are simpler than you think), Goldman provides the knowledge and tools you need to build and grow your brand (which is also simpler than you think). Along the way, he shows how Google’s tactics are being used by a wide range of successful corporations, from Apple to Zappos. Key principles include: Tap into the Wisdom of Crowds: Get the signals you need directly from your customers Keep It Simple, Stupid: Craft messages people can grasp in a nanosecond and pass along Don’t Interrupt: Join the conversation—but avoid disrupting it Act Like Content: Provide value, not sales pitches Test Everything: Take no detail of your program for granted; you can always improve Show Off Your Assets: Distribute your brand everywhere The beauty of it all is that these Googley lessons can be applied to every aspect of marketing, in organizations of any size. Whether you run a PR department in a multinational corporation or serve as the sole marketer in a small business, these tactics work. In its mission to “organize the world’s information,” Google has rewritten the book on marketing. Use Everything I Know about Marketing I Learned from Google to remake your own organization’s marketing—and engage more customers than ever.
