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What is a 21st Century Brand?

Author : Nick Kendall

Publisher : Kogan Page Publishers

Page : 432 pages

File Size : 32,61 MB

Release : 2015-04-03

Category : Business & Economics

ISBN : 0749472634

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Book Description

What is a 21st century brand? How is it changing? What is critical now? What are the new mantras and principles? What are the new ideas for how to do it? What do you believe and what would you do therefore? What Is a 21st Century Brand? features 20 of the best papers produced during the 10 years of The IPA Excellence Diploma. Each is a fresh, original and uniquely personal perspective from the new generation of leaders across creative, media and digital agencies. Produced in partnership with internationally recognized advertising body, the IPA, the book is accompanied by commentary from leading industry thinkers including Stephen Woodford, Mark Earls, David Wilding and Ian Priest, and is edited by Nick Kendall. Together they offer multiple perspectives and the opportunity to challenge yourself to consider what you really believe about advertising and branding. Structured as 20 provocations written in the form of 'I believe... and therefore...', the essays are organized into three sections: - What is a brand? - How should we engage to build them? - How should we organise to deliver? Highlighting that today's most successful agencies are those which are embracing the new ways to consume content, What is a 21st Century Brand? delivers cutting-edge thinking across all areas of advertising practice, questioning the real fundamentals of creating and building brands. It is a thought-provoking read for any advertising practitioner or student.



A New Brand World

Author : Scott Bedbury

Publisher : Penguin

Page : 244 pages

File Size : 47,4 MB

Release : 2003-02-25

Category : Business & Economics

ISBN : 9780142001905

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Book Description

What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.



Cutting Edge Advertising

Author : Jim Aitchison

Publisher : FT Press

Page : 596 pages

File Size : 34,3 MB

Release : 2012-12-11

Category : Business & Economics

ISBN : 0133412334

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Book Description

Now revised and updated, this classic book is still the definitive step-by-step guide to creating cutting edge print ads. It covers everything from how advertising works, how brand-building methodologies are changing, how to get an idea, and how copy and art should be crafted. It demystifies the advertising creative process, with page after page of practical, inspiring and often controversial advice from such masters as David Abbott, Bob Barrie, Tim Delaney, David Droga, Neil French, Marcello Serpa, and dozens more. Over 200 print ads and case histories reveal the creative processes at work in world-famous agencies in the US, UK, Asia and Australia. This new edition also includes an exclusive section featuring winning ads from the World Press Awards. No other book takes you on such a journey through the minds of advertising¿s creative leaders.



Choose and Focus

Author : Ulrike Schaede

Publisher : Cornell University Press

Page : 304 pages

File Size : 42,74 MB

Release : 2011-01-15

Category : Business & Economics

ISBN : 0801460557

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Book Description

Between 2002 and 2008, Japan's economy saw constant expansion, a record among the world's advanced economies and Japan's longest period of economic growth since World War II. This remarkable achievement came about because of a transformation of Japanese business practices. This transformation was guided by strategies that enabled Japan's leading corporations, previously diversified to an exceptionally high degree, to become leaner, more nimble, and more competitive at home and in the global economy. In Choose and Focus, the first in-depth account of this strategic inflection point in Japanese business, Ulrike Schaede argues that the emerging practices and attitudes have created a New Japan. Drawing on profiles of several corporations, including Panasonic, Takeda and Astellas, Softbank, kakaku.com, and SBI E*Trade, Schaede explains how the fundamental principles of Japan's economy have been overturned. "Choose and focus" strategies, whereby corporations concentrate on core areas and spin off unrelated businesses, have completely altered the strategic logic of Japan's previous industrial architecture. These surprisingly aggressive moves, Schaede finds, have created new market opportunities for start-up enterprises and foreign investors, as well as a wave of mergers, acquisitions, and hostile takeovers that have shaken Japanese companies out of complacency. Unlike the advances made by Japanese firms in the 1970s and 1980s, the current transformation is taking root in component and materials industries rather than in consumer products. Because of the relative obscurity of the changes and the overshadowing story of China's ascent, the Japanese corporate revolution has gone largely unnoticed among Western observers. Choose and Focus is required reading for anyone doing business in Japan or trying to understand how contemporary Japanese business works and how Japanese corporations have reinvented themselves to face the challenges—and realize the opportunities—of the 21st century.



The Brand Flip

Author : Marty Neumeier

Publisher : New Riders

Page : 196 pages

File Size : 13,4 MB

Release : 2015-07-24

Category : Business & Economics

ISBN : 0134172973

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Book Description

Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment. In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out – not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?



Global Brand Power

Author : Barbara E. Kahn

Publisher : University of Pennsylvania Press

Page : 133 pages

File Size : 31,79 MB

Release : 2013-03-05

Category : Business & Economics

ISBN : 1613630255

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Book Description

The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.



Social Marketing in the 21st Century

Author : Alan R. Andreasen

Publisher : SAGE

Page : 284 pages

File Size : 24,73 MB

Release : 2006

Category : Business & Economics

ISBN : 9781412916349

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Book Description

This text is well-grounded in scholarship, synthesizes a number of streams of thought, and then proposes thought-provoking applications for an existing approach to social and behavioral change through social marketing. It could be used with a number of courses and disciplines. The level of detail, use of various sources and the variety of examples make it appropriate for graduate level studies. It can also serve the social marketing or behavior change practitioner who wishes to enhance or expand his or her field of practice to include "upstream" approaches. - Written by a highly regarded academic in the Social Marketing community. - Encourages Social Marketers to think beyond the "downstream" market of individuals whose behavior they are trying to influence to include the "upstream" market of individuals whose participation is needed to make changes. - Utilizes and synthesizes a number of different strands of scholarship (the evolution of social problems, the science of framing, the process of social change, social marketing history and elements, etc.)



The Business of the 21st Century

Author : Robert T. Kiyosaki

Publisher :

Page : 144 pages

File Size : 25,82 MB

Release : 2019-10-22

Category :

ISBN : 9781612680637

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Book Description

In The Business of the 21st Century, Robert Kiyosaki explains the revolutionary business of network marketing in the context of what makes any business a success in any economic situation. This book lends credibility to multilevel marketing business, and justifies why it is an ideal avenue through which to learn basic business and sales skills... and earn money.



A Colourful View From the Top

Author : Jonathan Mildenhall

Publisher : Constable

Page : 273 pages

File Size : 28,11 MB

Release : 2023-03-16

Category : Business & Economics

ISBN : 1408715805

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Book Description

'Much needed inspiration for those working hard to reach a position that matches their potential and their allies' Ally Owen, Founder of Brixton Finishing School You might not think, right now, that you have what it takes to succeed. But incredible things do happen when you believe. We hope this book will stoke your sense of belief in what it is you can achieve and the gifts you have the potential to give to the world. Relentless in its inspiration, candour and warmth, A Colourful View From the Top is a vital anthology of twenty-one voices who are at the top of their game in business and beyond. Whether their specialism be advertising, tech, law or art, each luminary offers a unique and deeply meaningful collection of lessons and affirmations to draw upon time and time again. Discover how they became influential figures in culture and corporate life; how their achievements haven't been defined or limited by their race, gender or age; how sometimes the most fulfilling careers involve twists, turns and side hustles; how corporate success need not preclude social awareness. For too long, we have needed a more diverse set of commercial and cultural leaders to champion. Now it's time to hear their voices. Essential and engaging, A Colourful View From the Top is a deeply necessary compendium of varied experiences and career paths, candidly told by those who lived them.



Integrity Selling for the 21st Century

Author : Ron Willingham

Publisher : Currency

Page : 239 pages

File Size : 33,72 MB

Release : 2003-06-17

Category : Business & Economics

ISBN : 0385509561

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Book Description

“I have observed several hundred salespeople who were taught to use deceptive practices like ‘bait and switch’ and encouraged to play negotiation games with customers... In the same industry, I have observed countless people who had been taught to sell with high integrity. Ironically, their customer satisfaction, profit margins, and salesperson retention were significantly higher.” — Ron Willingham If you’ve tried manipulative, self-focused selling techniques that demean you and your customer, if you’ve ever wondered if selling could be more than just talking people into buying, then Integrity Selling for the 21st Century is the book for you. Its concept is simple: Only by getting to know your customers and their needs — and believing that you can meet those needs — will you enjoy relationships with customers built on trust. And only then, when you bring more value to your customers than you receive in payment, will you begin to reap the rewards of high sales. Since the publication of Ron Willingham’s enormously successful first book, Integrity Selling, his sales program has been adopted by dozens of Fortune 500 companies, such as Johnson & Johnson and IBM, as well as the American Red Cross and the New York Times. In his new book, Integrity Selling for the 21st Century, Willingham explains how his selling system relates to today’s business climate — when the need for integrity is greater than ever before. Integrity Selling for the 21st Century teaches a process of self-evaluation to help you become a stellar salesperson in any business climate. Once you’ve established your own goals and personality traits, you’ll be able to evaluate them in your customers and adapt your styles to create a more trusting, productive relationship. Drawing upon Willingham’s years of experience and success stories from sales forces of the more than 2,000 companies that have adopted the Integrity Selling system, Ron Willingham has created a blueprint for achieving success in sales while staying true to your values.