Winning the Battle for Relevance


Book Description

Based on a 6-year study of 500 of the world’s biggest brands, Winning the Battle for Relevance seeks to answer the question: “What separates the enduring from the endangered?” As businesses, industries, and revenue models continue to be disrupted at an alarming rate, leaders would do well to learn from the mistakes of fallen brands such as Borders, Kodak, and Blockbuster—lest they fall into the same trap. Better still, Winning the Battle for Relevance highlights what every organization and institution can learn from enduringly successful brands in order to win the battle for relevance in the turbulent years ahead.




Brand Relevance


Book Description

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.




Winning the Battle for the Minds of Men


Book Description

Christianity once turned the world upside down, but today it is considered irrelevant. In this book Dennis Peacocke provides us with the answers. He exposes the lies that are crippling the church and reveals how we can recapture the Church's original vision and power for discipling all nations.




Winning Uphill Battles


Book Description

Do you aspire to engage in your unique giftedness effectively? Or, are you ill-equipped to transform your monotonous livelihood for pursuing peak potential? If so, applying empowerment strategies conveyed within this book with prudence will fast-track the ideal solution to queries like these reflective questions. Each chapter builds upon insightfulness for navigating life’s slalom course using this series of letters: C-R-E-A-T-I-V-E-N-E-S-S. This hypothesis signifies an approach for persevering throughout life’s uphill battles so that aspirants can: 1) make the most of access that evolves from a modest upbringing into a thriving and gratifying career-life odyssey; 2) influence a course correction decisive to bypass inevitable disappointment; 3) plow through an obstacle; or, 4) reset lofty expectations so that one’s mission ahead aligns with their intended destination. Even though an uphill battle can become an edifying experience, it is not frictionless or painless. Readiness for bold action requires in-depth self-study, tailored instruction, and specific preparation.




Brand Storytelling in the Digital Age


Book Description

Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.




Empires of Eve


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On War


Book Description




On Tactics


Book Description

Originally setting out to write the very book that he would have wanted to own as a young infantryman, the author penned On Tactics as a remedy for navigating the chaotic and inchoate realm of tactical theory. Challenging centuries-old conventional wisdom regarding the principles of war, tactics, and the roles of strategy, doctrine, experiential learning, and military history, Friedman's work offers a striking synthesis of thinking on tactics as well as strategy. Part One of the book establishes a tactical system meant to replace the Principles of War checklist. First, the contextual role of tactics with regards to strategy and war will be established. This will necessarily lean on major strategic theories in order to illuminate the role of tactics. This section will be formed around the Physical, Mental, and Moral planes of battlefield interaction used by theorists such as J.F.C Fuller and John Boyd. Each plane will then be examined in turn, and many of the classic Principles of War will be discussed along with some new ones. It will present some standard methods that tacticians can use to gain an advantage on the battlefield using historical examples that illustrate each concept. These "tactical tenets" include maneuver, mass, firepower, tempo, surprise, deception, confusion, shock, and the role of the moral aspects of combat. Finally, Part One will circle back around by discussing the role of tactical victory- once achieved- in contributed to a strategy. Part One is short by design. It is intended to be both compelling and easily mastered for junior non-commissioned officers and company grade officers, while still rich enough to be interesting to both specialist and non-specialist academics. It is a book meant not just for bookshelves but also for ruck sacks and cargo pockets. Part Two builds on Part One by exploring concepts with which the tactician must be familiar with such as the culminating point of victory, mission tactics and decentralized command and control, offensive and defensive operations, and the initiative. Part Three will conclude the book examining implications of the presented tactical systems to a variety of other issues in strategic studies.




Understanding Victory and Defeat in Contemporary War


Book Description

Bringing together leading contributors in the field, this new volume analyzes how victory and defeat in modern war can be understood and explained. It does so by confronting two inter-related research problems: the nature of victory and defeat in modern war and the explanations of victory and defeat. By first questioning the extent to which the concepts of victory and defeat are meaningful to describe the outcomes of modern wars, and whether the contents of these concepts are changing, it then evaluates different theories purporting to explain the outcomes of war and the impact of variables, ranging from technology to culture. The book tackles several key questions: What is the definition of victory in the ‘War on Terror’? What is the meaning of victory and defeat in contemporary insurgencies, such as those in Iraq and Afghanistan? Are the counterstrategies that were developed in the mid-twentieth century valid in order to deal with present and future conflicts? With case studies ranging from the Malayan Emergency to the current conflict in Iraq, Understanding Victory and Defeat in Contemporary War will be of great interest to students of war and conflict studies, security studies, military history and international relations.




A Woman of No Importance


Book Description

"A Woman of No Importance" is a play by Oscar Wilde, which became a phenomenon of its time. Like Wilde's other society plays, "A Woman of No Importance" satirizes the English upper-class society. The plot centers around the revelation of Mrs. Arbuthnot's long-concealed secret. As the events develop, the author casts light on the perversions in Victorian upper-class society's morals, hypocritical conventions, and general views and conduct.