Author: Laurence Vincent
Publisher: Kaplan Business
Keywords: winning, market, strategy, create, storytelling, brands, unleashing, power, legendary
Number of Pages: 336
Published: 2002-10-18
List price: $27.00
ISBN-10: 0793155606
ISBN-13: 9780793155606

Why do Coke, Nike, and Apple inspire so much loyalty among consumers? Laurence Vincent explains how smart marketing professionals can emulate these companies to build lasting brand allegiance. Coke, Martha Stewart, Ralph Lauren, and Hallmark engender tremendous devotion, sometimes almost a cult following, among consumers. To create this kind of loyalty, these brands express consistent values and "stories" and, in the process, claim a unique niche in the marketplace. These most successful brands have fine-tuned their stories, building a legacy that attracts steadfast fans, creates tremendous

Authors:Al Ries, Laura Rie,
Publisher: HarperBusine
Keywords: innovation, business, survival, product, laws, brands, discover, natural, origin
Number of Pages: 320
Published: 2004-05-01
List price: $24.95
ISBN-10: 0060570148
ISBN-13: 9780060570149

What Charles Darwin did for biology, Al and Laura Ries do for branding. In their exciting new book, THE ORIGIN OF BRANDS, the Rieses take Darwin’s revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success. Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies

Authors:Sam Hill, Chris Lederer, Kevin Lane Keller,
Publisher: Harvard Business Press
Keywords: new, value, build, brands, asset, managing, infinite
Number of Pages: 238
Published: 2001-09-15
List price: $27.50
ISBN-10: 1578512492
ISBN-13: 9781578512492

Remember when brand management was as straightforward as promoting a single product or service? Today, brands mingle so much-McDonald’s and Disney partner on promotional giveaways, Subaru markets an L.L. Bean edition of the Outback, Toys R Us and Amazon.com jointly launch an online toy store-a whole system of brands can make or break a product and a career. Once content to "mind their own brands," marketers need a radically different game plan to succeed in this complex marketplace. In The Infinite Asset, Sam Hill and Chris Lederer unveil an ingenious strategy-the Brand Portfolio Appr

Authors:Alex Simonson, Bernd H. Schmitt,
Publisher: Free Press
Keywords: identity, image, brands, management, aesthetics, strategic, marketing
Number of Pages: 368
Published: 1997-08-30
List price: $32.00
ISBN-10: 0684826550
ISBN-13: 9780684826554

There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company’s total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinatin

Authors:Helen Edwards Ph. Dr Ph., Derek Day,
Publisher: Kogan Page
Keywords: brand, connection, customers, emotional, build, passion, brands, creating
Number of Pages: 244
Published: 2007-03-28
List price: $27.50
ISBN-10: 0749447621
ISBN-13: 9780749447625

Faced with crowded markets, flat growth and growing consumer cynicism, brand marketers are looking for ways to deepen the emotional connection between their brands and customers. This book uses interviews and case studies to show how belief-led brands such as Google, Zara and Camper have outstripped the growth of their peers by igniting passion among employees and consumers alike. These passion brands show the way to marketing in the 21st century. Drawing on both research and academic theory, the authors provide a practical, systematic approach to the business of transforming brands into passi

Author: Brian Solis
Publisher: Wiley
Keywords: measure, success, new, web, cultivate, build, complete, guide, brands, businesses, engage
Number of Pages: 400
Published: 2010-03-08
List price: $24.95
ISBN-10: 0470571098
ISBN-13: 9780470571095

Praise for Engage! "It’s no longer an era of business as usual. Executives and entrepreneurs must embrace new media in order to not only compete for the future, but for mind share, market share, and, ultimately, relevance. This book helps you engage. Without it, you’re competing for second place." —Mark Cuban, owner, Dallas Mavericks; investor; entrepreneur; and Chairman, HDNet "Affinity is personal and emotional. Without personifying the company and what it symbolizes, it’s difficult for customers to connect with your brand. The concepts from this book can

Author: Marc Gobe
Publisher: Allworth Press
Keywords: people, updated, revised, brands, connecting, branding, new, paradigm, emotional
Number of Pages: 352
Published: 2010-02-09
List price: $19.95
ISBN-10: 1581156723
ISBN-13: 9781581156720

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.