Author: Allen P. Adamson Publisher: St. Martin's Press ISBN: 1137332581 Category : Business & Economics Languages : en Pages : 288
Book Description
In the digital age, the old rules of marketing and branding are in desperate need of overhaul. Word of mouth has evolved to word of type as customers promote or deride products and services to a massive Internet audience at a moments notice. Any misstep away from the brand message becomes a catastrophe as companies are no longer afforded the luxury of tweaking their message as a commercial, ad, or story develops, resulting in damage control that not only costs the brand money, but also costs customer support, hurting a brand's image and integrity. In The Edge, Allen Adamson examines how the leading brands of today maintain their dominance in the market utilizing the strategies put forth in his previous books BrandSimple and BrandDigital. Adamson succinctly accounts specific challenges facing the biggest brands of today, from major companies like Apple and General Mills to celebrity brands like Lady Gaga and Jay Z. He reveals the guiding principles employed to ensure the message stays focused, remains clear, and continues to drive a brand to the top of the market.
Author: Allen P. Adamson Publisher: Macmillan ISBN: 0230342248 Category : Business & Economics Languages : en Pages : 285
Book Description
Explains how top brands have maintained a competitive edge, how rapid Internet-based networks are challenging the control of brand reputation, and how companies can safeguard marketing messages for maximum clarity, focus, and profit.
Author: Kartikeya Kompella Publisher: Kogan Page Publishers ISBN: 074947016X Category : Business & Economics Languages : en Pages : 362
Book Description
The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of sectors including luxury goods, finance and not-for-profit; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process. Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory. It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their specific sector. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building. Contributing authors: Al Ries (focus), Tony Allen (identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-Noël Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock (fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)
Author: Philip Kotler Publisher: Pearson UK ISBN: 1292248467 Category : Business & Economics Languages : en Pages : 1199
Book Description
The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject.
Author: Mark Toft Publisher: Bloomsbury Publishing USA ISBN: 1440873216 Category : Business & Economics Languages : en Pages : 211
Book Description
Brands are alienating customers by telling the wrong story and championing a false purpose. Your business can avoid the same fate, attract loyal customers, and out-narrate the competition by embracing authenticity. Equal parts provocation and exhortation, the insights of Authenticity apply to business, marketing, and life in general. Too many companies depend on marketing tactics that don't match the needs and concerns of their customers or embrace messaging and causes that don't connect. Authenticity is an anti-gimmick business book. It prescribes clear strategies that enable companies to communicate in a more genuine, emotional way. Authors Mark Toft, Jay Sunny, and Rich Taylor provide a series of approaches to help embrace and communicate the purpose of your brand with effectiveness. Whether you're a business executive who wants to be more persuasive or an advertising professional looking to grow your brand, this book combines the authors' successful experiences at top agencies into practical advice that can work for anyone in any business. Readers will learn the importance of purpose and conflict in marketing activities, how to approach advertising with clarity and passion, and how to plan content while avoiding the false allure of aspirational advertising and insincere corporate social responsibility. Inauthentic messaging can often spell failure for a business, but the company that tells a genuine, compelling story to its clients is the one that succeeds.
Author: David A. Aaker Publisher: John Wiley & Sons ISBN: 1119392209 Category : Business & Economics Languages : en Pages : 406
Book Description
Strategic Market Management, helps managers identify, implement, prioritize, and adapt market-driven business strategies in dynamic markets. The text provides decision makers with concepts, methods, and procedures by which they can improve the quality of their strategic decision-making. The 11th Edition provides students in strategic marketing, policy, planning, and entrepreneurship courses with the critical knowledge and skills for successful market management, including strategic analysis, innovation, working across business units, and developing sustainable advantages.
Author: Allen P. Adamson Publisher: BenBella Books ISBN: 1637742967 Category : Business & Economics Languages : en Pages : 195
Book Description
Among today’s most successful businesses are those that have significantly transformed our daily routines. This focus on the consumer experience, not solely on product, has enabled them to drive remarkable growth and customer loyalty and, in many cases, to create totally new marketplace categories. Seeing the How invites you to reimagine your brand, company, or idea through the lens of consumer experience. It gives today’s disruptors a path to offering consumers a new and better way to do what they do, clearly demonstrating how to see opportunities, and how to seize them to great advantage. Two years ago, Zoom was unknown to most, six years ago, Netflix was a DVD delivery service. We ride in Ubers and stay with our families in Airbnb homes. We share Spotify playlists, refresh our closets with Bonobos, and pamper our pets with Chewy. We set up meetings with Calendly and pay bills with Venmo. The speed with which these disruptions to how we do things, and the enormous profits that come with changing daily routines, is breakneck and only point the way for other industries to carve out market dominance. Seeing the How brings together data-driven research on consumer behavior, behavioral psychology, marketing analysis, and storytelling to provide a framework to help identify the methods by which business leaders can make these experience disruptions possible. Allen P. Adamson, an expert in branding, experience creation, and innovation strategy offers businesses a step-by-step guide to breaking into the market based on the tactics of the biggest experience disruptors out there, including Netflix, Apple, Warby Parker, and Stitch Fix. These businesses speak to market segments and consumers that are diverse and far-flung. What they share is the extent to which they are experience disruptors. Their successes derive from their ability to make the stuff of daily life different, better, and easier. Successful experience disruption is the de facto new competitive advantage across all categories. With Seeing the How you’ll have the strategy necessary to bring your disruption to life, command market segments, and cultivate consumer loyalty.
Author: Harriet Posner Publisher: Laurence King Publishing ISBN: 178067807X Category : Design Languages : en Pages : 473
Book Description
Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.
Author: Publisher: ISBN: Category : Languages : en Pages : 144
Book Description
In its 114th year, Billboard remains the world's premier weekly music publication and a diverse digital, events, brand, content and data licensing platform. Billboard publishes the most trusted charts and offers unrivaled reporting about the latest music, video, gaming, media, digital and mobile entertainment issues and trends.
Author: Allen P. Adamson
Author: Allen P. Adamson
Author: Kartikeya Kompella
Author: Philip Kotler
Author: Mark Toft
Author: David A. Aaker
Author: Allen P. Adamson
Author: Harriet Posner
Author: 
Author: