Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind. Branding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people. Online resources include supporting PowerPoint slides and case studies for each chapter.
Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand. Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology. This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support. This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand. The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.
The debut monograph from award-winning and acclaimed architecture and interior design practice Universal Design Studio - and the perfect expression of this award-winning studio's ethos and approach: to design from the inside out
You Are Your Brand is a self-help book written for people from all walks of life: the entrepreneur, the person seeking their first job, the seasoned veteran, the college student and anyone wanting to grow a powerful, personal brand.
MARKETING INSIDE OUT is for knowledge-seeking students and marketing enthusiasts, who are interested to learn and give impetus to their careers in the field of marketing. For budding and experienced professionals, this book is an useful companion to reinforce their understanding of marketing. In the recent years, online marketing and futuristic marketing gained a lot of traction. Some people have plunged into online marketing and futuristic marketing without having a solid understanding of marketing. This book is an easy guide that will help enhance their knowledge and understanding about marketing. Divided into various topics, this book provides holistic information on marketing concepts, frameworks, terminologies, advertising platforms, strategies, and metrics in simple words. This book also brings out the difference and the correct usage of the marketing terminologies that marketers interchangeably use. This book also touches upon the importance of economics, production strategies, inventory management, and consumer psychology that influence marketing strategies. To make the reading as well as the learning process interactive, the author has included interesting quizzes at the end of some chapters for readers to work on and get a better understanding of the marketing concepts.
The Inside-Out Company: Putting Purpose and People First is a provocative challenge for leaders of every industry. Operating from the inside-out is a simple but radical shift in thinking from the commonly accepted top-down leadership models that exist in the business world. Through genuine listening and deep-rooted appreciation, inside-out leadership is transformational to both company culture and the communities they serve because it seeks to connect and empower people as stakeholders in the success of a singular purpose. Donald Manekin, co-founder of Seawall Development in Baltimore, shares his forty-five year journey exceeding expectations in the real estate industry. Through transparent and refreshing stories and strategies, this book helps awaken the reader to their own extraordinary potential, and inspires ideas for how to put those passions in service to others for many generations to come.
Addressing the problems involved in making buildings responsive to environmental forces, this study investigates such factors as climate, site and building components through each stage of the design process. Emphasis is placed on the integration of enviro
For the last decade, China and India have grown at an amazing rate—particularly considering the greatest downturn in the U.S. and Europe since the Great Depression. As a result, both countries are forecast to have larger economies than the U.S. or EU in the years ahead. Still, in the last year, signs of a slowdown have hit these two giants. Which way will these giants go? And how will that affect the global economy? Any Western corporation, investor, or entrepreneur serious about competing internationally must understand what makes them tick. Unfortunately, many in the West still look at the two Asian giants as monoliths, closely controlled mainly by their national governments. Inside Out, India and China makes clear how and why this notion is outdated. William Antholis—a former White House and State Department official, and the managing director at Brookings—spent five months in India and China, travelling to over 20 states and provinces in both countries. He explored the enormously diversity in business, governance, and culture of these nations, temporarily relocating his entire family to Asia. His travels, research, and interviews with key stakeholders make the unmistakable point that these nations are not the immobile, centrally directed economies and structures of the past. More and more, key policy decisions in India and China are formulated and implemented by local governments—states, provinces, and fast-growing cities. Both economies have promoted entrepreneurship, both by private sector and also local government officials. Some strategies work. Others are fatally flawed. Antholis’s detailed narratives of local innovation in governance and business—as well as local failures—prove the point that simply maintaining a presence in Beijing and New Delhi – or even Shanghai and Mumbai —is not enough to ensure success in China or India, just as one cannot expect to succeed in America simply by setting up in Washington or New York. Each nation is as large, vibrant, innovative, diverse, and increasingly decentralized as are the United States, Europe and all of Latin America … combined. China and India each have their own agricultural heartlands, high-tech corridors, resource-rich areas, and powerhouse manufacturing regions. They also have major economic, social, environmental challenges facing them. But few people outside these countries can name those places, or have a mental map of how the local parts of these countries are shaping their global futures. Organizations, businesses, and other governments that do not recognize and plan for this evolution may miss that the most important changes in these emerging giants are coming from the inside out. “This book is for people who wonder about the inside of China and India, and how different local perspectives inside those countries shape actions outside their borders. Though my family and I spent five months traveling in both countries to do research, this book is not a travelogue. Rather, it is an attempt to sketch how a few of China’s and India’s many component parts are being shaped by global forces—and in turn are shaping those forces—and what that means for Americans and Europeans conducting diplomacy and doing business there.”—from the Introduction
