Brand Vs. Wild


Book Description

Cover -- Title -- Copyright -- Dedication -- Contents -- Acknowledgments -- Introduction -- Chapter 1 Lost -- Chapter 2 Afraid -- Chapter 3 Adrift -- Chapter 4 Wild -- Chapter 5 Savage -- Chapter 6 Stop -- Chapter 7 Orient -- Chapter 8 Focus -- Chapter 9 Flow -- Chapter 10 Adapt -- Chapter 11 Do -- Conclusion -- About the Author -- References -- Index.




Power Branding


Book Description

"A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth."--Publisher description.




Into the Wild


Book Description

NATIONAL BESTSELLER • In April 1992 a young man from a well-to-do family hitchhiked to Alaska and walked alone into the wilderness north of Mt. McKinley. Four months later, his decomposed body was found by a moose hunter. This is the unforgettable story of how Christopher Johnson McCandless came to die. "It may be nonfiction, but Into the Wild is a mystery of the highest order." —Entertainment Weekly McCandess had given $25,000 in savings to charity, abandoned his car and most of his possessions, burned all the cash in his wallet, and invented a new life for himself. Not long after, he was dead. Into the Wild is the mesmerizing, heartbreaking tale of an enigmatic young man who goes missing in the wild and whose story captured the world’s attention. Immediately after graduating from college in 1991, McCandless had roamed through the West and Southwest on a vision quest like those made by his heroes Jack London and John Muir. In the Mojave Desert he abandoned his car, stripped it of its license plates, and burned all of his cash. He would give himself a new name, Alexander Supertramp, and, unencumbered by money and belongings, he would be free to wallow in the raw, unfiltered experiences that nature presented. Craving a blank spot on the map, McCandless simply threw the maps away. Leaving behind his desperate parents and sister, he vanished into the wild. Jon Krakauer constructs a clarifying prism through which he reassembles the disquieting facts of McCandless's short life. Admitting an interest that borders on obsession, he searches for the clues to the drives and desires that propelled McCandless. When McCandless's innocent mistakes turn out to be irreversible and fatal, he becomes the stuff of tabloid headlines and is dismissed for his naiveté, pretensions, and hubris. He is said to have had a death wish but wanting to die is a very different thing from being compelled to look over the edge. Krakauer brings McCandless's uncompromising pilgrimage out of the shadows, and the peril, adversity, and renunciation sought by this enigmatic young man are illuminated with a rare understanding—and not an ounce of sentimentality. Into the Wild is a tour de force. The power and luminosity of Jon Krakauer's stoytelling blaze through every page.




Brand New Justice


Book Description

Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.




The Brand Flip


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?




Going Social


Book Description

Powerful lessons from the frontlines of social media marketing.




The New Republic


Book Description




Brand Admiration


Book Description

Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.




Reagan


Book Description

From the two-time Pulitzer Prize finalist, bestselling historian, and author of Our First Civil War—and "the rare academic historian who can write like a bestselling novelist" (USA Today)—comes an irresistible portrait of an underestimated politician whose pragmatic leadership and steadfast vision transformed the nation. In his magisterial new biography, H. W. Brands brilliantly establishes Ronald Reagan as one of the two great presidents of the twentieth century, a true peer to Franklin Roosevelt. Reagan conveys with sweep and vigor how the confident force of Reagan’s personality and the unwavering nature of his beliefs enabled him to engineer a conservative revolution in American politics and play a crucial role in ending communism in the Soviet Union. Reagan shut down the age of liberalism, Brands shows, and ushered in the age of Reagan, whose defining principles are still powerfully felt today. Employing archival sources not available to previous biographers and drawing on dozens of interviews with surviving members of Reagan’s administration, Brands has crafted a richly detailed and fascinating narrative of the presidential years. He offers new insights into Reagan’s remote management style and fractious West Wing staff, his deft handling of public sentiment to transform the tax code, and his deeply misunderstood relationship with Soviet leader Mikhail Gorbachev, on which nothing less than the fate of the world turned. Look for H.W. Brands's other biographies: THE FIRST AMERICAN (Benjamin Franklin), ANDREW JACKSON, THE MAN WHO SAVED THE UNION (Ulysses S. Grant), and TRAITOR TO HIS CLASS (Franklin Roosevelt).