Brand Media Strategy: Integrated Communications Planning in the Digital Era (Advertising Age)

Brand Media Strategy: Integrated Communications Planning in the Digital Era (Advertising Age) Review

From YouTube to Facebook to the iPhone, today’s media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what’s working, what’s not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today’s most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores:

• the future of advertising in traditional media and how to judge
  the investment’s value in today’s results-driven marketing
  world

• how to get the maximum impact out of digital media,
   including online searches, social media, and mobile phones

• the importance of employing non-traditional media vehicles,

   such as marketing, PR, branded entertainment, and product
   placement.   

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

Branding By Blogging: Build Your Brand Identity And Online Presence To The Maximum Using This Ultimate Business Branding Strategy And The Power Of Blogs!

Branding By Blogging: Build Your Brand Identity And Online Presence To The Maximum Using This Ultimate Business Branding Strategy And The Power Of Blogs! Review

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Blogging is one part of an advertising campaign. It is a powerful marketing tool that can give you free exposure --- publicity that your business needs to develop a strong web presence and establish your brand identity. A blog is easy to maintain and flexible. Unlike a website, which is stagnant and fixed, a blog can be anything you want it to be. Depending on your creativity and mood, you can fix your blog up to target your needs. A blog is very friendly, too. It has the ability to reach out, connect, and link up to other active blogs far and wide into the blogosphere. Combined with other advertising efforts, a blog has the capability to broadcast your product and business and be a powerful money-making tool. This book will disclose full information about blogging and its significance to your business as an advertising tool. It contains detailed guidelines on setting up a blog, the benefits you can expect to derive from it, planning for relevant content, maintaining a blog, and promoting a blog through tried and tested marketing techniques. Create your blog now with the help of this blogging manual and see it build your brand identity and online presence to the maximum!

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• Enchantment: The Art of Changing Hearts, Minds, and Actions

Customer Review

Oct 27, 2011 09:30:05

Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures & Markets

Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures & Markets Review

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"For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinking. For students of international business and marketing, it will aid their understanding of our multi-cultural world and help them to discard any ethnocentric thinking." -- placebrands.net

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• The Global Brand: How to Create and Develop Lasting Brand Value in the World Market
• Designing Brand Identity: An Essential Guide for the Whole Branding Team
• Nation branding: Concepts, Issues, Practice
• Global Marketing and Advertising: Understanding Cultural Paradoxes
• BrandSimple: How the Best Brands Keep it Simple and Succeed

Customer Review

Sep 12, 2011 13:20:38

Private Label Strategy: How to Meet the Store Brand Challenge

Private Label Strategy: How to Meet the Store Brand Challenge Review

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As retailers have become more powerful and global, they have increasingly focused on their own brands at the expense of manufacturer brands. Rather than simply selling on price, retailers have transformed private labels into brands. Consequently, manufacturers such as Johnson & Johnson, Nestle, and Procter & Gamble now compete with their largest customers: major retail chains like Carrefour, CVS, Tesco, and Wal-Mart. The growth in private labels has huge implications for managers on both sides. Yet, brand manufacturers still cling to their outdated assumptions about private labels. In "Private Labels: Competing With and Against Store Brands", Nirmalya Kumar and Jan-Benedict E.M. Steenkamp describe the new strategies for private labels that retailers are using, and challenge brand manufacturers to develop an effective response. Most important, they lay out actionable strategies for competing against - or collaborating with - private label purveyors. Packed with detailed international case studies, valuable visuals, and hands-on tools, "Private Labels" enables managers to navigate profitably in this radically altered landscape.

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Rerate Products

• Private Label: Turning the Retail Brand Threat Into Your Biggest Opportunity
• Consumer-Centric Category Management : How to Increase Profits by Managing Categories based on Consumer Needs
• Retailization: Brand Survival in the Age of Retailer Power
• BrandSimple: How the Best Brands Keep it Simple and Succeed
• The 22 Immutable Laws of Branding

Customer Review

Jul 29, 2011 19:32:14

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Review

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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Feature

• ISBN13: 9780749454777
• Condition: New
• Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury.  But if everything is luxury then surely the term itself has no meaning! There is confusion today about what really makes a luxury product, a luxury brand or a luxury company.

 

The Luxury Strategy analyses in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods – often very far from the usual marketing strategies – used to transform small family businesses such as Ferrari, BMW,  Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes.

 

The Luxury Strategy clarifies the difference between "premium," "fashion," and "luxury," and sets out the counter-intuitive rules for successfully marketing luxury goods and services.

 

Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management.

 

Finally, The Luxury Strategy unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably.

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• Trading Up: Why Consumers Want New Luxury Goods--and How Companies Create Them

Customer Reviews

Jun 11, 2011 17:08:24

Make a Name for Yourself: Eight Steps Every Woman Needs to Create a Personal Brand Strategy for Success

Make a Name for Yourself: Eight Steps Every Woman Needs to Create a Personal Brand Strategy for Success Review

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Make a Name for Yourself: Eight Steps Every Woman Needs to Create a Personal Brand Strategy for Success Feature

• ISBN13: 9780767904926
• Condition: New
• Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

One of America’s leading brand strategists shares her step-by-step program for creating an unforgettable identity in today’s marketplace.
For any woman who has ever gone to work in the morning and thought "there must be more," branding expert Robin Fisher Roffer reveals the eight surefire steps for developing a unique, personal brand strategy for success by identifying your extraordinary attributes, thinking about your values and passions, and learning how to use them to build a successful and fulfilling professional life. Whether you’re starting out in the workforce, beginning your own business, changing careers, or tying to make it in the corporate world, Roffer will help you to uncover a focused direction for your career that celebrates you.

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Customer Reviews

Jun 09, 2011 15:27:24

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design Review

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The Brand Gap: How to Bridge the Distance Between Business Strategy and Design Feature

• ISBN13: 9780321348104
• Condition: New
• Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

THE BRAND GAP is the first book to present a unified theory of brand-building.  Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:

• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
• 220-word brand glossary

From the back cover:
Not since McLuhan’s THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of branding—a set of five disciplines to help companies bridge the gap between brand strategy and customer experience. Those with a grasp of branding will be inspired by the new perspectives they find here, and those who would like to understand it better will suddenly “get it.” This deceptively simple book offers everyone in the company access to “the most powerful business tool since the spreadsheet.”

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Related Products

• Zag: The Number One Strategy of High-Performance Brands
• Designing Brand Identity: An Essential Guide for the Whole Branding Team
• The Designful Company: How to build a culture of nonstop innovation
• BrandSimple: How the Best Brands Keep it Simple and Succeed
• Logo Design Love: A Guide to Creating Iconic Brand Identities

Customer Reviews

Jun 01, 2011 11:53:05