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The Human Centered Brand

Author : Nela Dunato

Publisher :

Page : 322 pages

File Size : 30,38 MB

Release : 2018-10-04

Category : Business & Economics

ISBN : 9789534817117

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Book Description

Promote your business with clarity, ease, and authenticity. The Human Centered Brand is a practical branding guide for service based businesses and creatives, that helps you grow meaningful relationships with your clients and your audience. If you're a writer, marketing consultant, creative agency owner, lawyer, illustrator, designer, developer, psychotherapist, personal trainer, dentist, painter, musician, bookkeeper, or other type of service business owner, the methods described in this book will assist you in expressing yourself naturally and creating a resonant, remarkable, and sustainable brand. Read this book to learn: Why conventional branding approaches don't work for service based businesses. How to identify your core values and use them in your business and marketing decisions. Different ways you can make your business unique among all the competition. How to express yourself verbally through your website, emails, articles, videos, talks, podcasts... What makes your "ideal clients" truly ideal, and how to connect with real people who appreciate you as you are. How to craft an effective tagline. What are the most important elements of a visual brand identity, and how to use them to design your own brand. How to craft an exceptional client experience and impress your clients with your professionalism. How your brand relates to your business model, pricing, company culture, fashion style, and social impact. Whether you're a complete beginner or have lots of experience with marketing and design, you'll get new insights about your own brand, and fresh ideas you'll want to implement right away. The companion workbook, checklists, templates, and other bonuses ensure that you not only learn new information, but create a custom brand strategy on your own. Learn more at humancenteredbrand.com



The Human Brand

Author : Chris Malone

Publisher : John Wiley & Sons

Page : 211 pages

File Size : 25,63 MB

Release : 2013-10-07

Category : Business & Economics

ISBN : 1118611314

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Book Description

Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply personal way—we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support. Applies the social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more Draws from original research, evaluating over 45 companies over the course of 10 separate studies The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.



Do Good

Author : Anne Bahr Thompson

Publisher : AMACOM

Page : 295 pages

File Size : 27,41 MB

Release : 2017-11-30

Category : Business & Economics

ISBN : 0814438407

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Book Description

Increasingly today, in every age group, consumers are committing to brands that show good citizenship--from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that good works and charitable giving are necessary for companies that aspire for financial success. Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters, including examples such as: Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia’s profits have climbed year after year even as it funnels heavy investments into sustainability. CVS’s strategic decision to start destocking cigarettes in all stores. Customers have shown with their wallets the types of businesses they will support and that they will quickly call out negligence. Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes. By implementing the five-step model for the new rules of business laid out in Do Good--Trust, Enrichment, Responsibility, Community, and Contribution--companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts.



Brands on a Mission

Author : Myriam Sidibe

Publisher : Routledge

Page : 314 pages

File Size : 24,42 MB

Release : 2020-05-10

Category : Business & Economics

ISBN : 1000069230

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Book Description

Winner of the Bronze 2021 AXIOM Business Book Award in the category of Philanthropy / Nonprofit / Sustainability. Brands on a Mission explores the importance of creating a performance culture that is built on driving impact through purpose, and the type of talent required to drive these transformational changes within companies – from CEO to brand developers. Using evidence from interviews and stories from over 100 CEOs, thought leaders and brand managers, the book presents an emergent model that organisations can follow to build purpose into their growth strategy – and shows how to bridge the gap between Brand Say and Brand Do. Readers will learn from the real experts in the field: how Paul Polman, former CEO of Unilever, built purpose into the DNA of his company; what keeps Alan Jope (new CEO, Unilever) and Emmanuel Faber (CEO, Danone) awake at night; and how brand developers from Durex, Dove, Discovery and LIXIL have made choices and the reasons behind them. In this book you will learn how a soap brand Lifebuoy taught one billion people about hygiene, how a beer is tackling gender-based violence, and how a toothpaste is tackling school absenteeism amongst many others. Renowned experts like Peter Piot (Director, London School of Health and Tropical Medicine), Michael Porter (Professor, Harvard School of Business), Jane Nelson (Director, Corporate Responsibility Initiative, Harvard Kennedy School) and Susie Orbach (leading feminist and formerly professor, London School of Economics) also share examples, data and their everyday experiences of helping corporates create a culture of purpose. And leading NGOs and UN experts like Lawrence Haddad (Executive Director, GAIN) and Natalia Kanem (Executive Director of UNFPA) will recount how the public and private sector have worked together to create an accelerated path to reaching the Sustainable Development Goals by 2030. The book provides a clear pathway of how to take brands through the journey of developing impactful social missions and driving business growth, and is an essential guide for both managers and students alike.



Marketing Rebellion

Author : Mark W. Schaefer

Publisher :

Page : 320 pages

File Size : 15,15 MB

Release : 2019-02

Category : Business & Economics

ISBN : 9780578419862

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Book Description

Provides a framework to help you stay ahead of the curve by re-imagining marketing in a world where hyper-empowered consumers drive the business results



Radically Human

Author : Paul Daugherty

Publisher : Harvard Business Press

Page : 152 pages

File Size : 48,68 MB

Release : 2022-04-26

Category : Business & Economics

ISBN : 1647821096

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Book Description

Technology advances are making tech more . . . human. This changes everything you thought you knew about innovation and strategy. In their groundbreaking book, Human + Machine, Accenture technology leaders Paul R. Daugherty and H. James Wilson showed how leading organizations use the power of human-machine collaboration to transform their processes and their bottom lines. Now, as new AI powered technologies like the metaverse, natural language processing, and digital twins begin to rapidly impact both life and work, those companies and other pioneers across industries are tipping the balance even more strikingly toward the human side with technology-led strategy that is reshaping the very nature of innovation. In Radically Human, Daugherty and Wilson show this profound shift, fast-forwarded by the pandemic, toward more human—and more humane—technology. Artificial intelligence is becoming less artificial and more intelligent. Instead of data-hungry approaches to AI, innovators are pursuing data-efficient approaches that enable machines to learn as humans do. Instead of replacing workers with machines, they're unleashing human expertise to create human-centered AI. In place of lumbering legacy IT systems, they're building cloud-first IT architectures able to continuously adapt to a world of billions of connected devices. And they're pursuing strategies that will take their place alongside classic, winning business formulas like disruptive innovation. These against-the-grain approaches to the basic building blocks of business—Intelligence, Data, Expertise, Architecture, and Strategy (IDEAS)—are transforming competition. Industrial giants and startups alike are drawing on this radically human IDEAS framework to create new business models, optimize post-pandemic approaches to work and talent, rebuild trust with their stakeholders, and show the way toward a sustainable future. With compelling insights and fresh examples from a variety of industries, Radically Human will forever change the way you think about, practice, and win with innovation.



Human-Centered Communication

Author : Ethan Beute

Publisher : Greenleaf Book Group

Page : 372 pages

File Size : 50,18 MB

Release : 2021-10-12

Category : Business & Economics

ISBN : 1639080015

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Book Description

Wall Street Journal Bestseller DIGITAL POLLUTION IS THE PROBLEM. HUMAN-CENTERED COMMUNICATION IS THE SOLUTION. We’re spending more time than ever in virtual environments. That will only increase, as will the amount of noise we encounter there. The seemingly endless series of unwelcome digital distractions range from frustrating to dangerous. As individuals and businesses, we not only spend time and energy managing this digital pollution, we often create it. At risk are relationships and revenue. The only viable way forward is to be more thoughtful, intentional, and personal. Human-Centered Communication provides a philosophy and practice to help you connect in more meaningful and effective ways with prospects, customers, team members, and every stakeholder in your success. Learn to: Break through the noise and earn attention Build trust and create engagement Enhance your reputation with both people and algorithms The concepts and models in this book apply to any form or channel of communication, but human centricity favors video. More visual and emotional than faceless digital communication, video enhances tone, intent, subtlety, nuance, and meaning. Learn to be clearer and more confident on camera in live video calls, meetings, and presentations, as well as in recorded video emails, social messages, and text messages. The authors of the bestselling Rehumanize Your Business join with eleven industry-leading experts from companies like Salesforce, HubSpot, and RE/MAX to lead the growing conversation on leveraging human strengths in an increasingly digital world. The brightest future is tech-enabled, but authors Ethan Beute and Stephen Pacinelli show that it’s also human-centered. The experts studied, interviewed, and featured: Jacco van der Kooij, Founder of Winning by Design Dan Hill, PhD, President of Sensory Logic Mathew Sweezey, Director of Market Strategy at Salesforce Julie Hansen, Creator of the Selling on Video Master Class Adam Contos, CEO of RE/MAX Lauren Bailey, Founder and President of Factor 8 and #GirlsClub Mario Martinez Jr, Founder and CEO of Vengreso Viveka von Rosen, Cofounder and Chief Visibility Officer at Vengreso Shep Hyken, Customer Service and Customer Experience Expert Morgan J Ingram, Director of Sales Execution at JB Sales Training Dan Tyre, sales executive and founding team member at HubSpot Among the themes addressed: Trust and relationships Communication and connection Service and value Text and video Noise and pollution Among the types of videos in which you’ll become more confident and effective: Live, synchronous video meetings Recorded, asynchronous video messages Video calls and video presentations Video in emails and text messages Video in social feeds and social messages Video for specific individuals and large groups Video for known audiences and anonymous masses Video for prospects, customers, employees, and other stakeholders For immediate benefits and for long-term reputation, now is the time to get ahead of and stay ahead of ever-increasing digital noise and pollution - with Human-Centered Communication.



User Experience Is Brand Experience

Author : Felix van de Sand

Publisher : Springer Nature

Page : 187 pages

File Size : 46,77 MB

Release : 2019-11-12

Category : Business & Economics

ISBN : 303029868X

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Book Description

This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-quality user experiences. Combining insights from science and practice, the authors present a strategy for using interaction patterns, visual appearance, and animations to validate the actual brand values that are experienced by users while interacting with a digital product. Further, they introduce a 'UX identity scale' by assigning brand values to UX related psychological needs. The method applied is subsequently backed by theoretical concepts and illustrated with practical examples and case studies on real-world mobile applications.



The Brand IDEA

Author : Nathalie Laidler-Kylander

Publisher : John Wiley & Sons

Page : 229 pages

File Size : 26,26 MB

Release : 2013-11-08

Category : Business & Economics

ISBN : 1118573404

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Book Description

Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a participatory process, shared values, and the development of key partnerships. The results are nonprofit brands that create organizational cohesion and generate trust in order to build capacity and drive social impact. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands.



Elevating the Human Experience

Author : Amelia Dunlop

Publisher : John Wiley & Sons

Page : 244 pages

File Size : 10,40 MB

Release : 2021-10-26

Category : Business & Economics

ISBN : 1119791340

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Book Description

Wall Street Journal bestseller Have you ever struggled to feel worthy at work? Do you know or lead people who do? When Amelia Dunlop first heard the phrase "elevating the human experience" in a leadership team meeting with her boss, she thought, "He is crazy if he thinks we will ever say those words out loud to each other much less to a potential client." We've been conditioned to separate our personal and professional selves, but work is fundamental to our human experience. Love and worth have a place in work because our humanity and authentic identities make our work better. The acknowledgement of our intrinsic worth as human beings and the nurturing of our own or another's growth through love ultimately contribute to higher performance and organizational growth. Now as the Chief Experience Officer at Deloitte Digital, a leading Experience Consultancy, Amelia Dunlop knows we must embrace elevating the human experience for the advancement and success of ourselves and our organizations. This book integrates the findings of a quantitative study to better understand feelings of love and worth in the workplace and introduces three paths that allow individuals to create the professional experience they desire for themselves, their teams, and their clients. The first path explores the path of the self, an inward path where we learn to love ourselves when we show up for work, and examines the obstacles that hinder us. The second path centers around learning to love and recognize the worth of another in our lives, adding to the worth we feel and providing a source of meaning to our lives. The third path considers the community of work and learning to love and recognize the worth of those we meet every day at work, especially for those who may be systematically marginalized, unseen, or unrepresented. Drawing on her own personal journey to find love and worth at work in her twenty-year career as a management consultant, Amelia also weaves together insights from philosophers, theologians, and sociologists with the stories of people from diverse backgrounds gathered during her research. Elevating the Human Experience: Three Paths to Love and Worth at Work is for anyone who has felt the struggle to feel worthy at work, as well as for those who have no idea what it may feel like to struggle every day just to feel loved and worthy, but love people and lead people who do. It’s a practical approach to elevating the human experience that will lead to important conversations about values and purpose, and ultimately, meaningful change.