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Understanding Brands
Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. For those who know that brand management is crucial but don't know how to go about it, the author illustrates what a brand is, what it can do for them, and how it supports the strategic goals of the business.
Brand Immortality
Properly managed no brand need decay and die - immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators.Brand Immortality is a practical health manual for brands of all types and ages that seek immortality. Drawing on the renowned IPA Effectiveness Awards case histories, and full of examples including Nokia, Sony, Nike, Apple and Virgin, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand's long term survival - especially those which defend and strengthen a brand's place in the hearts and minds of consumers.Enriched by comments from industry insiders who were directly involved with global brands, Brand Immortality identifies winning brand strategies. Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers - and thus help them achieve brand immortality.
The Tale of Peter Rabbit
The writer Beatrix Potter was an author and woman ahead of her time, leaving humanity a literary production that transcends any temporal sphere. The literary world developed by Beatrix Potter a century ago still reflects contemporary trends; her characters could perfectly be the result of the most modern visual and textual arsenal of modern times. From the pages of her books spring mischievous little rabbits; elderly, sprightly mice full of cunning, reminiscent of the grandmothers or great-grandmothers every reader has known; devious cats that provoke suspicion... The Tale of Peter Rabbit is her most well-known work. The simple story of a naughty little rabbit who, by disobeying his mother, gets into serious trouble but eventually reaches a happy ending filled with lessons learned. It is a charming little story, beautifully illustrated by the author herself.
Waking the Giant
Brand maturity is not inevitable. Waking the Giant challenges current thinking and practice when it comes to achieving growth with mature brands. This book convincingly demonstrates that the challenge of revitalising a mature brand is just as exciting -- and requires just as much ingenuity and innovation -- as launching a new brand. While major mature brands still dominate many categories, margins and growth opportunities are often less than exciting. The critical question is: milk the brand, or revitalise? And, just as important: is your organisation fully committed to, and able to deliver on, your chosen strategy? Inside you'll discover: the merits of revitalisation and milking strategies, and how to choose between them how to renew positive differentiation for a mature brand how to implement a revitalisation strategy and eliminate outdated work practices that could ruin your plan how to align your revitalisation strategy with the consumers' and industry sector's evolutionary trends.
Simplicity Marketing
For more than half a century, marketers have bombarded customers with more and more choices in products and services. What is the result? Unprecedented anxiety. Our mental circuit breakers are on overload. In fact, pioneering brand strategists Steven M. Cristol and Peter Sealey assert that we have reached our manageable threshold for making decisions -- and a watershed in product proliferation. In this pathbreaking book, the authors argue with compelling evidence that the next generation of marketing successes will belong to those brands that simplify customers' lives or businesses in ways that are inextricably tied to brand and product positioning. They contend that if a brand is not reduci...
The Brand Called You
The essential underpinnings of successful personal brand and techniques for specializing, positioning, and getting through to a specific audience.
The Powers
The Powers is an exploration of ten key factors to create and manage a strong, resonant brand in either the B2B or B2C space. Gone are the days when advertising gurus, research firms, and management consultants told a brand what to do and where to go. Today’s top brands are built from the inside out, rooted in an authenticity that resonates deeply with employees, business partners, and customers. Through their use of vivid examples and real-life, in-the-trenches experience, Tony Wessling and Peter van Aartrijk make brand-building enjoyable, interesting, and engaging. Never before has branding been so succinctly broken down into essential components. Leaders and marketers who apply these concepts will find their own brands becoming exponentially more powerful and their destiny firmly under their control.
The Brand Called You: Make Your Business Stand Out in a Crowded Marketplace
The international bestseller-now updated for an even bigger, brand-savvy market Self-published in 2005, this step-by-step guide for professionals looking to develop a strong company brand has become an international sensation, selling more than 65,000 copies worldwide and hitting #3 on Japan's business bestseller list. This invaluable guide teaches you the vital principles and skills of personal branding, including how to craft an emotionally resonant branding message, create top-quality branding tools, and attract a constant flow of business. “Montoya's Personal Branding ideas are going to change how business owners and professionals promote themselves.”-Robert G. Allen and Mark Victor Hansen, coauthors, The One-Minute Millionaire
Britain and Italy from Romanticism to Modernism
"In this volume a team of experts in various fields considers the impact of Italian politics and culture on British life from the early nineteenth century to the first decades of the twentieth century. The essays cover a wide range of topics: politics, music, the visual arts, literature and the intellectual life, as well as the emergence of Italian as an academic discipline. Edited, with an introduction, by Martin McLaughlin, the volume includes essays by Ian Campbell, Hilary Fraser, T. G. Griffith, David Kimbell, John Lindon, Denis Mack Smith, Brian Moloney and J. R. Woodhouse, as well as the last article written by the late Serena Professor of Italian at Cambridge, Uberto Limentani."
