Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web

Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Review

The ultimate guide to branding and building your business in the era of the Social Web—revised and updated with a Foreword by Ashton Kutcher

Engage! thoroughly examines the social media landscape and how to effectively use social media to succeed in business—one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. The result is the ability to increase visibility, build communities of loyal brand enthusiasts, and increase profits.

Covering everything you need to know about social media marketing and the rise of the new social consumer, Engage! shows you how to create effective strategies based on proven examples and earn buy-in from your marketing teams. Even better, you'll learn how to measure success and ROI.

• Introduces you to the psychology, behavior, and influence of the new social consumer
• Shows how to define and measure the success of your social media campaigns for the short and long term
• Features an inspiring Foreword by actor Ashton Kutcher, who has more than 5 million followers on Twitter
• Revised paperback edition brings the book completely up to date to stay ahead of the lightning fast world of social media

Today, no business can afford to ignore the social media revolution. If you're not using social media to reach out to your customers and the people who influence them, who is?

Advanced Brand Management: Managing Brands in a Changing World

Advanced Brand Management: Managing Brands in a Changing World Review

Paul Temporal has written a remarkably insightful book on how to build strong brands. he addresses every issue in brand management with sound theories and marvelous examples. This is one of the best books on brand management to help any company build powerful brands. - Philip Kotler

Those building and managing brand assets will find the issues facing them addressed in Advanced Brand Management with clarity, insight, and an easy-to-read style. Chock full of case studies, I especially found useful and stimulating, the author's willingness to offer critical judgments of brand decisions. - David Aaker

Paul Temporal's new book is interesting, entertaining, well-written, and loaded with everything you need to know to manage a brand. What more could you want? Read it! - Al Ries

Brands in Asia are a paradox. Everyone believes in them, but the ability to create them often lags far behind. To those who imagine that branding is just a passing fashion, this book is a powerful corrective. Paul Temporal describes in magisterial detail the philosophy, but above all, the practice of branding. As such, it is a vital tool for all those who believe that Asia's future lies in strategic solutions. - Miles Young

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.

How Brands Grow: What Marketers Don't Know

How Brands Grow: What Marketers Don't Know Review

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. It is the first book to present these laws in context and to explore their meaning and application.

The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.

Brand Identity Essentials: 100 Principles for Designing Logos and Building Brands

Brand Identity Essentials: 100 Principles for Designing Logos and Building Brands Review

This book is the fourth book in the Essential series following Layout Essentials, Typography Essentials, and Packaging Essentials. It outlines and demonstrates basic logo and branding design guidelines and rules through 100 principles including the elements of a successful graphic identity, identity programs and brand identity, and all the various strategies and elements involved.

Emotional Branding: The New Paradigm for Connecting Brands to People (Updated and Revised Edition)

Emotional Branding: The New Paradigm for Connecting Brands to People (Updated and Revised Edition) Review

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.

The Breakaway Brand: How Great Brands Stand Out

The Breakaway Brand: How Great Brands Stand Out Review

Discover the Secrets Behind 50 of the World's Most Successful Brands

What would happen if your brand were out of stock in a retail store? Would a customer wait until it becomes available, travel to another store to buy it...or purchase another brand instead? This is a brand’s moment of truth.

In today’s overcrowded marketplace, only a select few brands truly rise above the competition. That’s what The Breakaway Brand is about. It’s about the brand that stands out, not just in its own product category, but from all other brands. It’s about the brand that achieves huge results. It’s about the brand that breaks away.

Drawing from their experiences at Arnold Worldwide, one of the leading and most innovative advertising agencies in the business, branding experts Francis Kelly and Barry Silverstein reveal what it takes to create a breakaway brand and how today’s great brands execute breakaway campaigns, packaging, and promotion. You’ll get an inside look at such phenomenally successful brands as Apple, Nike, Volkswagen, JetBlue, Starbucks, and many others, and you’ll find out how you can apply their breakaway strategies in your own organization. Discover how a breakaway brand:

• Is positioned for success

• Continuously innovates

• Connects with its audience

• Establishes brand leadership

• Delivers brand truth and consistency

• Stands out with exceptional campaigns and unique packaging

• Uses the Internet for breakaway marketing

Kelly and Silverstein also take you inside the mind of the breakaway chief, revealing the level of dedication, vision, and leadership required of CEOs, COOs, and CMOs to foster breakaway brands.

It isn’t easy for brands to break away. But it can be done, and The Breakaway Brand shows you how to “Think Different,” “Just do it,” and create a truly revolutionary and sustainable brand.

Praise for THE BREAKAWAY BRAND

“A breakaway book. The authors know their subject matter and bring new insights and ‘to do’s’ to every serious marketer.” —Peter Klein, SVP, Strategy and Business Development, The Gillette Company

“The book will make you scratch your head and think, ‘Why aren’t we doing that?’ A must-read.” —Liz Vanzura, Global Marketing Director, HUMMER, General Motors Corporation

“Not a me-too marketing book...worth its weight in gold to brand marketers who want to dominate over the long term.” —Wenda Harris Millard, Chief Sales Officer, YAHOO! Inc.

“A powerful primer on building great brands...Must-reading for those who aspire to lead championship brands.” —Steven Wilhite, SVP, Global Marketing, Nissan Motor Company

“Filled with practical advice and real-world examples from senior executives who are true pros at creating advertising for breakaway brands.” —Gail McGovern, Professor of Management Practice, Harvard Business School

“Documents how the best of the best are not only attacking today’s challenges, but thriving.” —Jeff Hicks, CEO/President, Crispin Porter + Bogusky

“Captures what successful brand-building is all about.” —John Costello, EVP, Merchandising & Marketing, The Home Depot

“[Takes] an extraordinarily complex marketing issue and breaks it down into something simple you can apply to your business.” —David Lubars, Chairman and Chief Creative Officer, BBDO North America

“Clearly, the authors understand the mechanics of getting brands to operate at optimum potential.” —Lee Ann Daly, EVP, Marketing, ESPN, Inc.

“A truly unusual look ‘inside’ at what it takes to be great by many of the best in business today.” —Jeffrey J. Jones II, EVP, Global Marketing, Gap, Inc.

We First: How Brands and Consumers Use Social Media to Build a Better World

We First: How Brands and Consumers Use Social Media to Build a Better World Review

A social media expert with global experience with many of the world’s biggest brands —including Nike, Toyota and Motorola—Simon Mainwaring offers a visionary new practice in which brands leverage social media to earn consumer goodwill, loyalty and profit, while creating a third pillar of sustainable social change through conscious contributions from customer purchases. These innovative private sector partnerships answer perhaps the most pressing issue facing business and thought leaders today: how to practice capitalism in a way that satisfies the need for both profit and a healthy, sustainable planet. Mainwaring provides case studies from companies such as P&G, Walmart, Starbucks, Pepsi, Coca-Cola, Toyota, Nike, Whole Foods, Patagonia, and Nestlé as well as a bold plan for how corporations need to rethink their strategies.

Zag: The Number One Strategy of High-Performance Brands

Zag: The Number One Strategy of High-Performance Brands Review

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"When everybody zigs, zag," says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough—today companies need “radical differentiation” to create lasting value for their shareholders and customers. In an entertaining 3-hour read you’ll learn:

- why me-too brands are doomed to fail
- how to "read" customer feedback on new products and messages
- the 17 steps for designing “difference” into your brand
- how to turn your brand’s “onliness” into a “trueline” to drive synergy
- the secrets of naming products, services, and companies
- the four deadly dangers faced by brand portfolios
- how to “stretch” your brand without breaking it
- how to succeed at all three stages of the competition cycle

From the back cover:
In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier showed companies how to bridge the distance between business strategy and design. In ZAG, he illustrates the number-one strategy of high-performance brands—radical differentiation.

ZAG is an AIGA Design Press book, published under Peachpit's New Riders imprint in partnership with AIGA. For a quick peek inside ZAG, go to www.zagbook.com.

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Rerate Products

• The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
• The Designful Company: How to build a culture of nonstop innovation
• Designing Brand Identity: An Essential Guide for the Whole Branding Team
• Positioning: The Battle for Your Mind
• BrandSimple: How the Best Brands Keep it Simple and Succeed

Customer Review

Dec 26, 2011 19:03:52

Topic Report: Industry Overview FOR YUM! BRANDS INC(YUM) provided BY BEAR STEARNS COMPANIES, INC. (THE)

Topic Report: Industry Overview FOR YUM! BRANDS INC(YUM) provided BY BEAR STEARNS COMPANIES, INC. (THE) Review

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Bear Stearns Companies, Inc. (The) issued Topic Report March 30, 2004: MCDONALDS CORP, STARBUCKS CORP, YUM! BRANDS INC

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Customer Review

Dec 15, 2011 22:25:34

The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World (Que Biz-Tech)

The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World (Que Biz-Tech) Review

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Today you can build powerful, enduring brands at amazingly low cost — without expensive ad campaigns, huge marketing budgets, self-interested outside agencies, or deep specialized expertise. All you need are passion for your brand, low-cost digital tools, and The Ad-Free Brand.Drawing on his experience helping build Red Hat’s billion-dollar global brand, Chris Grams integrates classic brand positioning concepts with 21st century digital strategies, tools, and practices. Grams presents great new ways to collaboratively uncover, communicate, and evolve your ideal brand position, embed it in organizational culture, and work with your brand community to make it come to life. This step-by-step guide will lead you through the entire brand positioning process, while providing all you need to build a winning brand on a tight budget!

 

 

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Rerate Products

• Content is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz (Que Biz-Tech)
• Launch: How to Quickly Propel Your Business Beyond the Competition
• Content Marketing: Think Like a Publisher - How to Use Content to Market Online and in Social Media (Que Biz-Tech)
• Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks)
• Social Media Metrics Secrets

Customer Review

Dec 08, 2011 15:27:37

Brand Bible: The Complete Guide to Building, Designing, and Sustaining Brands

Brand Bible: The Complete Guide to Building, Designing, and Sustaining Brands Review

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Brand Bible is a comprehensive resource on brand design fundamentals. It looks at the influences of modern design going back through time, delivering a short anatomical overview and examines brand treatments and movements in design. You'll learn the steps necessary to develop a successful brand system from defining the brand attributes and assessing the competition, to working with materials and vendors, and all the steps in between. The author, who is the president of the design group at Sterling Brands, has overseen the design/redesign of major brands including Pepsi, Burger King, Tropicana, Kleenex, and many more.

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• Brand Thinking and Other Noble Pursuits

Customer Review

Dec 03, 2011 18:39:18

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders Review

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EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded

The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead.

It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.

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Rerate Products

• Truth, Lies and Advertising : The Art of Account Planning
• Building Strong Brands
• Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books)
• The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
• The Culting of Brands : When Customers Become True Believers

Customer Review

Nov 07, 2011 03:29:03

Brands Laid Bare: Using Market Research for Evidence-Based Brand Management

Brands Laid Bare: Using Market Research for Evidence-Based Brand Management Review

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The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather than an amorphous mass. A consequence of this is increased interest in understanding people as a foundation for brand management. And this is where market research can come in. By drawing on market research to understand consumers, marketers can better understand how to manage their brand. Exploring a spectrum of 12 customer needs and drawing on first-hand research evidence, Kevin Ford provides a proven framework for understanding what people are really looking for from a brand - and delivering it.

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Customer Review

Oct 30, 2011 23:43:05