The Most Powerful Brand On Earth
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| Author | : Chris Boudreaux |
| Publisher | : Pearson Education |
| Total Pages | : 238 |
| Release | : 2013 |
| Genre | : Business & Economics |
| ISBN | : 0133115399 |
Pioneering businesses have shown that a more social workforce can dramatically improve brand awareness and customer service, increase revenue, and drive greater value and performance from marketing and sales. For this to work, employees must engage in real-time conversations, even if they aren't professional communicators. This requires new skills, governance, and infrastructure, as well as new ways of managing risk. Social business pioneers Chris Boudreaux and Susan Emerick present frameworks, guidelines, and new case studies for managing these changes within your business.
| Author | : Chris Boudreaux |
| Publisher | : Prentice Hall |
| Total Pages | : 238 |
| Release | : 2013-08-22 |
| Genre | : Business & Economics |
| ISBN | : 0133115763 |
Brands that thrive and profit from employee and customer empowerment generate significantly greater awareness and revenues, while also decreasing the costs of marketing, selling, and customer service. However, employees must engage in public, real-time conversations. And most people are not professional communicators. Achieving those outcomes requires new skills, business processes, governance, measurement, and infrastructure. In addition, leaders must learn new ways of managing risk, while helping employees build and manage external relationships in real time. Now, in The Most Powerful Brand on Earth, social business pioneers Chris Boudreaux and Susan Emerick help you successfully manage all these changes. Drawing on their experience leading social media transformations at IBM and other top companies, they present frameworks and case studies from key innovators that show how to -Leverage the surprising dynamics of online influence -Plan, execute, and manage the development of key relationships -Measure outcomes and performance in effective and useful ways -Resolve crucial security, privacy, and regulatory issues that arise when others represent you online -Gain crucial support from leaders, participants, and other stakeholders -Empower the people and teams you attract, hire, and support -Navigate cultural and process changes that will make or break your program -Preview trends that will shape your social empowerment programs in coming years
| Author | : Robert Jones |
| Publisher | : Oxford University Press |
| Total Pages | : 161 |
| Release | : 2017 |
| Genre | : Business & Economics |
| ISBN | : 0198749910 |
Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be.
| Author | : Allen P. Adamson |
| Publisher | : St. Martin's Press |
| Total Pages | : 308 |
| Release | : 2008-08-19 |
| Genre | : Business & Economics |
| ISBN | : 0230614558 |
Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they've experimented with and integrated digital initiatives into their branding mix. In his new book, BrandDigtial, he clearly demonstrates that in an environment where everything is transparent, brand professionals have unprecedented opportunities to learn more about their customers, and to deliver brand experiences that meet customer expectations better than ever before. Based on over 100 interviews with leaders in both the branding and digital technology industries, Adamson drives home his point by using case studies and first-hand, in-market examples from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nike, Ameriprise, Burger King, PepsiCo, and General Mills. Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology and its associated behavior to build stronger bonds with their customers and stronger, more responsive brands.
| Author | : Nick Kochan |
| Publisher | : Springer |
| Total Pages | : 215 |
| Release | : 1996-11-11 |
| Genre | : Business & Economics |
| ISBN | : 1349141143 |
The magic of brands is as old as Coke and as young as Tango. But getting beneath the packaging to understand a brand's winning technique is tough. Why do Kellogg's or Barbie still remain the consumer's friend? Why should a computer name or a sporting logo win favour with consumers worldwide? The World's Greatest Brands asks such key questions of over 350 of the world's leading brands. Explanations of a brand's history, its management and exploitation will appeal to the expert and the consumer. Anecdotes and analysis are combined to explain the science and art that have contributed to great branding case histories. Also included here is branding consultancy Interbrand's ranking of the world's 100 most powerful brands along with their assessment of brand owners' skills and winning techniques. This is a unique compilation on a subject with a fascination for all consumers. No-one who enjoys the benefits of great brands can fail to enjoy and profit from this book.
| Author | : Jan-Benedict Steenkamp |
| Publisher | : Springer |
| Total Pages | : 331 |
| Release | : 2017-01-03 |
| Genre | : Business & Economics |
| ISBN | : 1349949949 |
Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.
| Author | : Denise Lee Yohn |
| Publisher | : John Wiley & Sons |
| Total Pages | : 278 |
| Release | : 2014-01-07 |
| Genre | : Business & Economics |
| ISBN | : 111861125X |
Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
| Author | : Allen P. Adamson |
| Publisher | : Palgrave Macmillan |
| Total Pages | : 257 |
| Release | : 2007-08-07 |
| Genre | : Business & Economics |
| ISBN | : 1403984905 |
In an era of mixed media messages, in which brands are extended to the breaking point and marketing theories compete for attention, it is difficult to create effective brands. Drawing on the authors' experience of working with the world's top brands, this book shows how to communicate with customers and make your brand resonate.
| Author | : Jim Stengel |
| Publisher | : Crown Currency |
| Total Pages | : 338 |
| Release | : 2011-12-27 |
| Genre | : Business & Economics |
| ISBN | : 0307720373 |
Ten years of research uncover the secret source of growth and profit … Those who center their business on improving people’s lives have a growth rate triple that of competitors and outperform the market by a huge margin. They dominate their categories, create new categories and maximize profit in the long term. Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world's 50 best businesses—as diverse as Method, Red Bull, Lindt, Petrobras, Samsung, Discovery Communications, Visa, Zappos, and Innocent—have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes. In fact, over the 2000s an investment in these companies—“The Stengel 50”—would have been 400 percent more profitable than an investment in the S&P 500. Grow is based on unprecedented empirical research, inspired (when Stengel was Global Marketing Officer of Procter & Gamble) by a study of companies growing faster than P&G. After leaving P&G in 2008, Stengel designed a new study, in collaboration with global research firm Millward Brown Optimor. This study tracked the connection over a ten year period between financial performance and customer engagement, loyalty and advocacy. Then, in a further investigation of what goes on in the “black box” of the consumer’s mind, Stengel and his team tapped into neuroscience research to look at customer engagement and measure subconscious attitudes to determine whether the top businesses in the Stengel Study were more associated with higher ideals than were others. Grow thus deftly blends timeless truths about human behavior and values into an action framework – how you discover, build, communicate, deliver and evaluate your ideal. Through colorful stories drawn from his fascinating personal experiences and “deep dives” that bring out the true reasons for such successes as the Pampers, HP, Discovery Channel, Jack Daniels and Zappos, Grow unlocks the code for twenty-first century business success.
| Author | : Simon Hammond |
| Publisher | : John Wiley & Sons |
| Total Pages | : 111 |
| Release | : 2012-01-25 |
| Genre | : Business & Economics |
| ISBN | : 1742469191 |
How, given the chance, would you market planet Earth as the ultimate tourist destination? Fysh Reynolds, 25-year-old MBA grad and internet superstar, must answer this question when his part-time job playing Ronald McDonald at kids' birthday parties thrusts him into an unexpected position of power. When aliens land on Earth, they mistake the golden arches to be our most prolific centre of authority and assume Fysh — dressed as Ronald — to be leader of the free world. The aliens' mission: to establish Earth as a premium travel destination for intergalactic tourists. Fysh, a gen Y marketing prodigy, is charged with creating the most powerful brand in the universe: Brand Earth. This fun, quirky and irreverent business fable unravels the mystery of why some brands have the power to inspire deep and primal emotions in consumers that make products legendary and their developers filthy rich. CEO of Earth is a blueprint for marketers who want to engage the philosophies that have propelled the world's most celebrated brands to greatness.
