BrandSimple: How the Best Brands Keep it Simple and Succeed

BrandSimple: How the Best Brands Keep it Simple and Succeed Review

In an era of mixed media messages, in which brands are extended to the breaking point and complex marketing theories compete for attention, it is more difficult than ever to create effective brands. Allen Adamson offers a refreshingly simple solution: Bring back the basics of good branding and ensure success. Build a brand on a good idea that you test. Make sure the design and message of your brand fits the brand's true meaning, and stay away from unnecessary and complicated strategies. Drawing on his years of experience working with some of the world's top brands, from GE to IBM, Adamson shows how to communicate with customers and make your brand resonate. He also gives a behind-the-scenes look at his work with traditional names like Maxwell House as well as newcomers like JetBlue and iPod, explaining what they do right--and wrong.

Branding 123: Build a Breakthrough Brand in 3 Proven Steps (123 eGuides)

Branding 123: Build a Breakthrough Brand in 3 Proven Steps (123 eGuides) Review

This new eGuide offers small businesses with fledgling brands the opportunity to apply proven strategies and techniques used by the big guys. Branding expert Barry Silverstein, co-author of The Breakaway Brand (McGraw-Hill), provides readers with a comprehensive yet simple plan to follow so they can (1) build a brand positioning statement, (2) build a brand identity, and (3) build a brand marketing plan. Specific examples and a wealth of additional resources are included. Written clearly and concisely, Branding 123 has everything you need to build a breakthrough brand.


123 eGuides is a new series of authoritative guides published exclusively in electronic format to provide maximum value at minimum cost. 123 eGuides employ the magic of three, based on the simple principle that virtually anything can be accomplished in three proven steps.

123 eGuides are designed for today’s reader who wants information in a quick, convenient, easily readable format. Each 123 eGuide is intended to provide a functional overview rather than a detailed roadmap. Every 123 eGuide always includes additional resources if the reader wants to learn more.

Brand Warfare: 10 Rules for Building the Killer Brand

Brand Warfare: 10 Rules for Building the Killer Brand Review

Brand Warfare: 10 Rules for Building the Killer Brand Feature

• ISBN13: 9780071398503
• Condition: New
• Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

NOW IN PAPERBACK!

The BusinessWeek, Wall Street Journal, and New York Times business bestseller

"With its engaging voice and pullno-punches tone, this book stands out from the marketing crowd."­­Harvard Business Review

"D'Alessandro's book is witty, irreverent, and intensely practical. It is more than a book about brands, and contains many sound lessons for strategy and the role of leaders."­­Michael E. Porter, Harvard Business School

"Practical, psychologically astute, and clearly written, this book has much to offer business folk of all stripes."­­Publishers Weekly

Brand You Blueprint: Your proven system for becoming more efficient and profit led

Brand You Blueprint: Your proven system for becoming more efficient and profit led Review

The Brand You Blueprint is a proven system to help you become more efficient and profit led. It is the culmination of over 15 years of realtime research of questioning, listening and understanding of what makes people and business’s do the things they do! It reflects the passion and purpose that we want to project to our clients, partners and internet audiences.

In essence it is a template / roadmap that will provide you with the necessary skills and knowledge to achieve your passion and purpose both in a business and personal context.

Be Your Own Brand: Achieve More of What You Want by Being More of Who You Are

Be Your Own Brand: Achieve More of What You Want by Being More of Who You Are Review

In this second edition of their classic book on personal brand David McNally and Karl Speak show that developing a personal brand is not about constructing a contrived image. Rather, it is a process of discovering who you really are and what you aspire to be. The hallmark insight of this new edition is that the best way to establish a strong and memorable brand is to make a positive difference in the lives of others through making lasting impressions that build trusting relationships.

McNally and Speak take you through the process of identifying the key components of your brand, conveying that brand to the world, checking how closely your brand aligns with important relationships in your life—particularly your employer—and assessing your progress along the way. This thoroughly revised and updated edition features new material on how to use social media to build a powerful personal brand and case studies of individuals whose personal brands have changed the world.

"Squarely delivers where other books have left off by creating a genuine self-understanding and a strong picture of the person you are and want to become to create real sustainable personal change.”
--Stephen Weiss, Former President EDMC Online Higher Education and Former President and COO Capella Education Company

“A strong personal brand is paramount for effective leadership. Be Your Own Brand is a powerful and practical guide for building deep and meaningful relationships.”
--Perry Cantarutti, Senior Vice President, Europe, Middle East, Africa, Delta Air Lines

“Be Your Own Brand, when applied within a business organization, has the power to accelerate the pace of organizational brand development tremendously.”
--Taras K. Rebet, President, West Europe, Otto Bock HealthCare GmbH

“From this book you’ll experience deep introspection and discover your own brand which will surely ignite personal and professional growth.”
--Heather Backstrom, Employee Development Manager, Moog, Inc. – Aircraft Group
 

Alcatraz

Alcatraz Review

Alcatraz is presented here in a high quality paperback edition. This popular classic work by Max Brand is in the English language, and may not include graphics or images from the original edition. If you enjoy the works of Max Brand then we highly recommend this publication for your book collection.

Brand Atlas: Branding Intelligence Made Visible

Brand Atlas: Branding Intelligence Made Visible Review

A company’s brand is its most valuable asset.  Wheeler takes the most seminal tools used by a wide variety of thought leaders and practitioners and makes the information understandable, visible, relevant, exportable and applicable. With her best-selling debut book, Designing Brand Identity (Wall Street Journal, Best-Seller, Spotlight 1/23/2011), now in its third edition, Alina Wheeler reinvented the marketing textbook using a straightforward style to help demystify the branding process. This new offering from Wheeler, Brand Atlas, builds on this user-friendly approach to aggregate and simplify the science behind branding with a unique visual teaching method suited for time-crunched professionals.

Brand Atlas follows the recent YouTube-iPhone-Pecha Kucha era trend toward fast-paced visual instruction by neglecting needless jargon and combining vivid, full-color images and easy-to-follow diagrams to break down branding principles into basic step-by-step concepts that can be immediately applied. This handy reference:
•    Speaks to a broad range of stakeholders in the branding process—from CEOs to designers to brand managers
•    Provides tools to integrate brand throughout the entire customer experience, build relationships based on brand, measure a brand’s value, and define a brand strategy
•    Contains essential information illustrated through the use of diagrams

With diagrams designed by Joel Katz, an internationally known information designer and a global authority on the visualization of complex information, Brand Atlas is a compact, no-nonsense guide that shows how tactical innovation in the design process is crucial to building brand assets.

More to Explore from the Book: Ten Imperatives for Branding Success

Branding is big business. For most businesses, brands represent their most valuable asset, influencing customers, prospects, investors, and employees. Companies often go through a complex internal process to identify the best branding firms to partner with -choosing from an array of global brand consultancies, design offices, or specialists in areas such as packaging, user experience, and social media.

Why do some brand initiatives just fizzle after an initial investment of capital and resources? Whether you are a consumer brand, a nonprofit, or a mid-size service business, the following imperatives ensure positive outcomes for your brand.

1. Ensure that the leadership team endorses the brand initiative and understands the process. There must be a strong mandate from the top. If the commitment to revitalize the brand is tepid, the initiative will expire, and the investment will have no return.

2. Establish clear goals and an endpoint. Why are we doing this? What are the deliverables? How will things be different at the end of the process? For example: we will have new branding guidelines to make it easier to communicate clearly and consistently about our brand to our customers and to our employees.

3. Establish clear responsibilities. Acknowledge that your investment will require company time, not just writing checks to the consultants. It's a collaborative process, and will require leadership's focus. Identify an internal person whose job it is to be the direct contact for the branding firm. They have to be a "make it happen" person with superior organizational skills, and access to the key decision makers.

4. Use a disciplined process with clear decision points and benchmarks. Agree on what the brand stands for before any creative work is done. Use a tool like the brand brief to ensure that key decision makers agree on your brand's essence, its competitive advantage, your target market, and your value proposition.

5. Stay customer centric. The best brand decisions can only be made with the customer's needs and experiences in mind. See the world through the eyes of your customers.

6. Commit to a small decision group that has the power to make the pivotal decisions that impact the brand. Do not bring in new decision-makers in the middle of the process. All decision makers must be involved and be present at all key decision points.

7. Determine if your company is truly ready to make a commitment to revitalizing your brand and implementing new brand standards. Is your company ready to invest the time, the capital and brainpower to revitalize your brand?

8. Determine how you will measure the success of this initiative. Consider benefits like employee engagement and a more effective and efficient marketing toolbox. Communicate that the brand is the most valuable resource and it's everyone's job to protect and grow that asset.

9. Use the process to build brand champions throughout your company. Launch internally first, then externally to customers. Make sure that all of your vendors have access to the new standards. Be diligent about communicating why you made these changes and what they mean. Smart organizations use the branding process to refocus stakeholders on their vision, values and mission.

10. Demonstrate—don't declare—why customers should choose you over others. Seize every opportunity to communicate your value and to differentiate your brand from others. Use the process to identify the places where your can build trust, attract new customers, and inspire customer loyalty.

The process demands a combination of investigation, strategic thinking, creativity, design excellence, and project management skills. When done right, the process can achieve remarkable results for your brand.

Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position

Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position Review

This is a ready reference that leads the way for anyone setting out to build a winning brand! Written by an acknowledged expert with 20 years of experience building world-class brands, "Brand Aid" is a day-to-day quick-reference guide that provides solutions for the 22 most pressing problems faced by brand managers. This comprehensive, practical how-to guide also gives readers 17 invaluable end-of-chapter checklists to help them assess and advance their own brand management efforts. Succinct and easy-to-read, it features exercises, formulas, case studies, proprietary research findings, and other useful tools including a template to help them do a complete brand audit. "Brand Aid" covers topics ranging from research, positioning, and advertising to brand equity management, legal issues in brand management, and creating a brand-building organization. It includes an overview of the entire brand management and marketing process, as well as in-depth discussions of brand building on the Internet and internal brand building. A treasure trove of techniques, templates, and rules of thumb, "Brand Aid!" is an indispensable roadmap for anyone responsible for building their organization's brand.

Brand Sense: Sensory Secrets Behind the Stuff We Buy

Brand Sense: Sensory Secrets Behind the Stuff We Buy Review

Brand Sense: Sensory Secrets Behind the Stuff We Buy Feature

• ISBN13: 9781439172018
• Condition: USED - Good
• Notes: 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

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.

Managing Brand Equity

Managing Brand Equity Review

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented.

In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn

Eat More of What You Love: Over 200 Brand-New Recipes Low in Sugar, Fat, and Calories

Eat More of What You Love: Over 200 Brand-New Recipes Low in Sugar, Fat, and Calories Review

The hardest foods to give up are the ones you love best - but Marlene Koch says,"you don't have too!" Marlene Koch, author of the bestselling cookbook Eat What You Love: More than 300 Incredible Recipes Low in Sugar, Fat and Calories, has been dubbed a "magician in the kitchen" when it comes to slashing sugar, calories and fat, but never great taste - and here she delivers with over 200 brand-new super satisfying guilt-free recipes (under 350 calories!) that everyone will love!

From Mile High Meatloaf and Chicken Fried Steak with Cream Gravy to Stuffed Black and Blue Steak Burgers to Pizza Pasta Pie and Red Velvet Cupcakes, whether the foods you love are creamy, cheesy and fried, or fresh and fit, you'll find them here - not only healthier - but more delicous than ever!

Here Marlene delivers more; more comfort foods like Sour Cream and Onion Smashed Potatoes and quick and easy Macaroni and Cheese Muffins, more restaurant classics like Chicken Fettucine Alfredo (330 calories versus the usual 1,400!!) and P.F. Chang-Style Mongolian Beef, more slow cooker recipes like Lazy Day Lasagna, more quick 'n' easy recipes like 15-Minute Shrimp Fettucine and Quick-Fix Carmelized Onions, and LOTS more desserts including her Amazing Pecan Pie Cups (with under a teaspoon of sugar in each!), Raspberry Oat Bars, and 90-Calorie Chocolate Cupcakes.

"Marlene's quick and easy, fool-proof recipes are perfect for everyone and every diet!"

Every recipe comes with complete nutrition information including WEIGHT WATCHER POINT COMPARISONS, DIABETIC EXCHANGES AND CARB CHOICES making Eat More of What You Love the perfect companion for weight loss and diabetes diets. Brand-new to this edition you'll also find more options than ever for sweeteners, gluten-free eating, and delicious guilt-free menus.

Dare to Compare: Whoa cupcake! A Peanut Butter Cup Chocolate Cupcake from the cupcake bakery clocks in with over 500 calories and over 2 days' worth of sugar. Marlene's Ooey Gooey Peanut Butter Stuffed Chocolate Cupcakes have just 160 calories and 2 teaspoons of sugar!