Brand Relevance
Brand Relevance

Author: David A. Aaker

Publisher: John Wiley & Sons

Published: 2011-01-25

Total Pages: 400

ISBN-13: 0470613580

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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.

The New Basics
The New Basics

Author: Michel Cohen

Publisher: Harper Collins

Published: 2004-01-06

Total Pages: 376

ISBN-13: 9780060535476

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Dr. Michel Cohen, named by the New York Post as the hip, "must-have" pediatrician, has an important message for parents: Don't worry so much. In an easy-reference alphabetical format, The New Basics clearly lays out the concerns you may face as aparent and explains how to solve them -- without fuss, without stress, and without harming your child by using unnecessary medicines or interventions. With sensitivity and love, Dr. Michel describes proven techniques for keeping your children healthy and happy without driving yourself crazy. He will show you how to set positive habits for sleeping and eating and how to treat ailments early and effectively. You'll learn when antibiotics are helpful and when they can be harmful. If you're having trouble breast feeding, pumping, or bottle weaning, Dr. Michel has the advice to set you back on track. If after several months your baby is still not sleeping through the night, The New Basics will provide you with tried-and-true methods to help ease this difficult transition for babies and parents. Dr. Michel recognizes that you're probably asking the same questions his own patients' parents frequently ask, so he includes a section called "Real Questions from Real Parents" throughout the book. You'll find important answers about treating asthma, head injuries, fevers, stomach bugs, colic, earaches, and other ailments. More than just a book on how to care for your child's physical well-being, The New Basics also covers such parenting challenges as biting, hitting, ADD, separation anxiety, how to prevent the terrible twos (and threes and fours ...), and preparing your child for a new sibling.

The Language of Food: A Linguist Reads the Menu
The Language of Food: A Linguist Reads the Menu

Author: Dan Jurafsky

Publisher: W. W. Norton & Company

Published: 2014-09-15

Total Pages: 222

ISBN-13: 039324587X

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A 2015 James Beard Award Finalist: "Eye-opening, insightful, and huge fun to read." —Bee Wilson, author of Consider the Fork Why do we eat toast for breakfast, and then toast to good health at dinner? What does the turkey we eat on Thanksgiving have to do with the country on the eastern Mediterranean? Can you figure out how much your dinner will cost by counting the words on the menu? In The Language of Food, Stanford University professor and MacArthur Fellow Dan Jurafsky peels away the mysteries from the foods we think we know. Thirteen chapters evoke the joy and discovery of reading a menu dotted with the sharp-eyed annotations of a linguist. Jurafsky points out the subtle meanings hidden in filler words like "rich" and "crispy," zeroes in on the metaphors and storytelling tropes we rely on in restaurant reviews, and charts a microuniverse of marketing language on the back of a bag of potato chips. The fascinating journey through The Language of Food uncovers a global atlas of culinary influences. With Jurafsky's insight, words like ketchup, macaron, and even salad become living fossils that contain the patterns of early global exploration that predate our modern fusion-filled world. From ancient recipes preserved in Sumerian song lyrics to colonial shipping routes that first connected East and West, Jurafsky paints a vibrant portrait of how our foods developed. A surprising history of culinary exchange—a sharing of ideas and culture as much as ingredients and flavors—lies just beneath the surface of our daily snacks, soups, and suppers. Engaging and informed, Jurafsky's unique study illuminates an extraordinary network of language, history, and food. The menu is yours to enjoy.

French Women Don't Get Fat
French Women Don't Get Fat

Author: Mireille Guiliano

Publisher: Vintage

Published: 2004-12-28

Total Pages: 306

ISBN-13: 1400044804

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#1 NATIONAL BESTSELLER • The book that launched a French Revolution about how to approach healthy living: the ultimate non-diet book—now with more recipes. “The perfect book.... A blueprint for building a healthy attitude toward food and exercise"—San Francisco Chronicle French women don’t get fat, even though they enjoy bread and pastry, wine, and regular three-course meals. Unlocking the simple secrets of this “French paradox”—how they enjoy food while staying slim and healthy—Mireille Guiliano gives us a charming, inspiring take on health and eating for our times. For anyone who has slipped out of her Zone, missed the flight to South Beach, or accidentally let a carb pass her lips, here is a positive way to stay trim, a culture’s most precious secrets recast for the twenty-first century. A life of wine, bread—even chocolate—without girth or guilt? Pourquoi pas?