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Beauty, Brains, Business & Branding

Author : Trenice J. Brinkley

Publisher : Two Queens Media

Page : 98 pages

File Size : 12,84 MB

Release : 2017-06-15

Category : Business & Economics

ISBN : 1548148113

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Book Description

It's a fact that every woman has the potential to become a successful business mogul. The journey to success begins with self-belief. Your success is a fusion of your beauty, intellect, business acumen, and personal brand. The B- Book serves as the indispensable manual for every entrepreneurial woman seeking to transform her business landscape. Within these pages, you'll discover the art of crafting a business that aligns with your unique vision and empowers you to set your own terms.



Branding with Brains

Author : Tjaco Walvis

Publisher : Pearson UK

Page : 215 pages

File Size : 46,38 MB

Release : 2012-10-12

Category : Business & Economics

ISBN : 0273746847

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Book Description

What has neuroscience got to do with branding? The link may not be immediately obvious, but the fact is, our brains select brands in much the same way that Google selects websites. So, just as web marketers play on Google’s algorithm to make sure their site appears as high up the search list as possible, brand marketers should play on the brain’s algorithm to make sure their brand is at the top of their customers’ minds at the moment they choose which brand to buy. This ground-breaking new book brings the proven effects of hard science to the creative practice of branding. It shows you how to harness this powerful combination to your own advantage by helping you understand how customers’ brains work when they choose brands. A strong brand cannot be build effectively without taking into account the laws of the brain – which, as this book shows, really exist and can be scientifically proven to work. Once you know this, you can apply the familiar branding laws of relevance, coherence and participation more precisely, more confidently and to much greater effect. This means your brand will have a much greater chance of being chosen by customers than your competitors’ brands. Branding with Brainsshatters the conventional approach to branding, which is based on hunches and intuition, by uncovering the hard, scientific truth about why customers choose some brands over others. Insights into company stories, from Leica to Innocent Drinks, from Starbucks to Schipol International Airport, give you the fascinating truth about how the processes that go on in our brain affect our decisions to buy a particular product or service. All in all, this breathtakingly radical new book from Tjaco Walvis presents a daringly different, state of the art approach to brand strategy that will help you build powerful brands more efficiently, more effectively and more reliably than ever before. Branding really is all in the mind – and this book proves it!



Brand Sense

Author : Martin Lindstrom

Publisher : Simon and Schuster

Page : 194 pages

File Size : 21,45 MB

Release : 2010-02-02

Category : Business & Economics

ISBN : 1439172013

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Book Description

The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.



Monopolized

Author : David Dayen

Publisher : The New Press

Page : 441 pages

File Size : 23,82 MB

Release : 2020-06-09

Category : Business & Economics

ISBN : 1620975424

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Book Description

From the airlines we fly to the food we eat, how a tiny group of corporations have come to dominate every aspect of our lives—by one of our most intrepid and accomplished journalists "If you're looking for a book . . . that will get your heart pumping and your blood boiling and that will remind you why we're in these fights—add this one to your list." —Senator Elizabeth Warren on David Dayen's Chain of Title Over the last forty years our choices have narrowed, our opportunities have shrunk, and our lives have become governed by a handful of very large and very powerful corporations. Today, practically everything we buy, everywhere we shop, and every service we secure comes from a heavily concentrated market. This is a world where four major banks control most of our money, four airlines shuttle most of us around the country, and four major cell phone providers connect most of our communications. If you are sick you can go to one of three main pharmacies to fill your prescription, and if you end up in a hospital almost every accessory to heal you comes from one of a handful of large medical suppliers. Dayen, the editor of the American Prospect and author of the acclaimed Chain of Title, provides a riveting account of what it means to live in this new age of monopoly and how we might resist this corporate hegemony. Through vignettes and vivid case studies Dayen shows how these monopolies have transformed us, inverted us, and truly changed our lives, at the same time providing readers with the raw material to make monopoly a consequential issue in American life and revive a long-dormant antitrust movement.



Writing for Business

Author : Dennis Signorovitch

Publisher : iUniverse

Page : 120 pages

File Size : 47,46 MB

Release : 2021-05-23

Category : Business & Economics

ISBN : 1663216657

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Book Description

Each of the 16 unique and immersive cases takes you right into a situation that actually occurs in business and lets you practice the writing skills that will contribute to your career success: the need to change a business model no longer works, to respond to slumping demand or irate customers, to confront shifting market dynamics, to ensure that a new product launch is a success or a new ERP system is well received, to explain changing relationship with suppliers and vendors, to take the initiative on workforces diversity challenges, and the always present need to manage your career. “If you can write and communicate effectively, you'll be a standout leader. Dennis Signorovitch’s book masterfully helps you build that vital skill.” Maria Salinas President & CEO Los Angeles Area Chamber of Commerce “Too often in business the ability to communicate is assumed. But not many do it well. It’s hard work. Fortunately, it is a skill that can be learned, and Writing for Business shows the way.” Daniel Burnham former Chairman & CEO Raytheon Company “As an entrepreneur, I know how valuable clear, concise and persuasive writing is when building a business and a brand. The varied cases found in Writing for Business offer students the opportunity to develop this essential skill.” Dennis Vu



60-Minute Brand Strategist

Author : Idris Mootee

Publisher : John Wiley & Sons

Page : 256 pages

File Size : 43,32 MB

Release : 2013-05-17

Category : Business & Economics

ISBN : 1118659961

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Book Description

Praise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at the heart of corporate strategy. Brilliant insights for a fast-moving world." —Angela Ahrendts, CEO, Burberry "Idris Mootee paints a sharp, comprehensive, and finely articulated analysis of the potential of meaningful brands in the 21st century's cultural scenario and business landscape. The result is a smart manual that reminds you and your company how to build relevant, authentic, sustainable, and successful brands in an evolving society." —Mauro Porcini, Chief Design Officer, PepsiCo Inc. "Idris's book teaches us how to engage today's increasingly cynical consumers on a deeper emotional level to build real equity and leadership. He demonstrates how to break out of the box and connect business strategy to brand strategy, and how the right brand story never really ends!" —Blair Christie, SVP and CMO, Cisco Systems, Inc. "It's rare to find a book that's both inspiring and practical but Idris nailed it! He has crafted the ultimate guide to brand building in the connected world with visual clarity and thought-provoking strategy." —Eric Ryan, cofounder, Method Products, Inc. This book is about one thing only: branding. Period. In this economy ruled by ideas, the only sustainable form of leadership is brand leadership. 60-Minute Brand Strategist offers a fast-paced, field-tested view of how branding decisions happen in the context of business strategy, not just in marketing communications. With a combi-nation of perspectives from business strategy, customer experience, and even anthropology, this new and updated edition outlines the challenges traditional branding faces in a hyper-connected world. This essential handbook of brand marketing offers an encyclopedia of do's and don'ts, including new case studies of how these concepts are being used by the world's most successful and valuable brands. 60-Minute Brand Strategist is your battle plan, filled with powerful branding tools and techniques to win your customers' hearts and defeat the competition.



Branding Basics for Small Business

Author : Maria Ross

Publisher : Norlightspress.com

Page : 210 pages

File Size : 33,51 MB

Release : 2014-02-21

Category : Business & Economics

ISBN : 9781935254874

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Book Description

Marketing expert Maria Ross shares real-life examples and expert interviews to show how organizations of any size can create a winning brand. The secret is starting with a strong Brand Strategy, which goes beyond a logo. This book reveals a simple ten-question process to build a strong brand strategy and bring it to life.



Create the Perfect Brand

Author : Paul Hitchens

Publisher : Teach Yourself

Page : 146 pages

File Size : 32,2 MB

Release : 2010-08-27

Category : Business & Economics

ISBN : 1444131427

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Book Description

Do you see branding as the key to the success of your business but aren't sure where to start? This book, written by enthusiastic experts, will help you to maximise your brand, even in a downturn. All aspects of branding are covered including brand creation and protection. Fascinating case studies of famous brands, including the disaster stories, nail their advice in the real world. All aspects of branding are covered including: - what is a brand and why it is heart, soul and core of a business - brands in a recession, including the success stories - methods to value a brand - brand focus - brand creation and structure - brand audience and brand vision -importance of creativity - brand implementation - personal branding - brand protection- trademark, intellectual property - brand delivery Throughout the book the authors include their own extensive experiences and guidance. A multitude of fascinating case studies include Harley Davidson, IKEA, Aldi, Lego, Cadbury and the Apple iPod plus the disaster stories such as Woolworths and MFI are given throughout the book to nail the advice given in the real world. Even examples of branding behaviour such as Susan Boyle, banks and MPS are analysed! NOT GOT MUCH TIME? One, five and ten-minute introductions to key principles to get you started. AUTHOR INSIGHTS Lots of instant help with common problems and quick tips for success, based on the author's many years of experience. TEST YOURSELF Tests in the book and online to keep track of your progress. EXTEND YOUR KNOWLEDGE Extra online articles at www.teachyourself.com to give you a richer understanding of computing. FIVE THINGS TO REMEMBER Quick refreshers to help you remember the key facts. TRY THIS Innovative exercises illustrate what you've learnt and how to use it.



Brand Metrics

Author : Jacek Kall

Publisher : Taylor & Francis

Page : 155 pages

File Size : 21,89 MB

Release : 2021-09-08

Category : Business & Economics

ISBN : 1000436543

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Book Description

This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, Brand Metrics shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future. Each chapter follows the same logical and accessible structure, defining each metric and its usage, presenting the calculations, showing how the data should be interpreted, offering case studies and examples, presenting recommendations and offering questions for further discussion. The metrics covered in the book correspond with the customer journey, moving through measuring brand awareness, consideration and purchase, to customer loyalty and brand advocacy, and finally an overall analysis of the brand’s strength. The book not only shows the formula for a metric and explains how it should be interpreted, but also considers what each metric really measures, how it impacts the brand’s equity and how it is related to other metrics. As such it should be perfect recommended reading for advanced undergraduate and postgraduate students of Strategic Brand Management, Marketing Planning and Strategy, Marketing and Branding Metrics.



Brand Vision

Author : David Taylor

Publisher : John Wiley & Sons

Page : 284 pages

File Size : 50,9 MB

Release : 2007-03-13

Category : Business & Economics

ISBN : 0470060948

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Book Description

David Taylor's third book lifts the lid on why so many brand visioning projects end in failure: an overly theoretical and complex approach he calls 'strategy tourism'. By contrast, his straightforward, no-nonsense programme will ensure that you end up with an inspiring vision and a hands-on action plan to drive growth. Designed in a highly practical format, brandvision shows how to lead your team on a step-by-step 'visioning journey' that builds engagement, energy and alignment. Powerful tips, tools and tricks help you start applying the principles to your business today: Searching for true insight: creating a springboard for visioning by using different 'insight catalysts' that cover consumers, markets and competition The visioning journey: creating a compelling brand purpose, a big idea and a rallying call; combining product 'sausage' and emotional 'sizzle' Test-driving the vision: bringing the vision to life by exploring it within your business and with consumers Brand-led business: translating the vision into a business building mix that covers 'hero product' innovation, communication and internal engagement Thought-provoking and irreverent, brandvision demonstrates all the dos and don'ts of brand visioning with many stories of success (and screw-ups) including T-Mobile, Dove, Porsche, Absolut and James Bond. It is an invaluable toolkit for anyone interested in rethinking a brand vision - whatever its shape or size.