Presents time-tested secrets of successful branding, as revealed by thought leaders at five of the world's top branding agencies. This book is based on the author's "Living Brands, Living Media" strategy and contains interviews, case studies and detailed action plans from top marketing, branding and ad agency executives. Thought leaders at five of the world's top branding agencies reveal time-tested secrets of successful branding. Filled with interviews, case studies, and detailed action plans from top marketing, branding, and ad agency executives, this book is based on the author's groundbreaking "Living Brands, Living Media" strategy, profiled in "Brandweek" and on CNN. Raymond Nadeau is a frequent speaker at industry events worldwide, including Ad Age's conferences.
The Internet has created the problem of an increasing need for innovation, but - as this volume explains - also provides the solution. The authors explore the collaborative potential offered by customers in digital environments to enhance the effectiveness of new product development.
P EM Youth Culture and Sport /EM critically interrogates and challenges contemporary articulations of race, class, gender, and sexual relations circulating throughout popular iterations of youth sporting culture in late-capitalism. Written against the backdrop of important changes in social, cultural, political, and economic dynamics taking place in corporate culture?'s war on kids, this exciting new volume marks the first anthology to critically examine the intersection of youth culture and sport in an age of global uncertainty. Bringing together leading scholars from cultural studies, gender studies, sociology, sport studies, and related fields, chapters range in scope from 'action' sport subcultures and community redevelopment programs to the cultural politics of white masculinity and Nike advertising. It is a must read for anyone interested in gaining a better understanding of the role sport plays in the construction of experiences, identities, practices, and social differences of contemporary youth culture. /P
This book investigates the way localities are shaped and negotiated through tourism, and explores the emerging success of local peer-produced hospitality and tourism services which are transforming the tourist experience. Tourists are now being brought into much closer contact with locals and have new opportunities to experience the community at their destination. This book examines these place experiences and travel-sharing arrangements that have now spread globally due to the use of social communication platforms such as Airbnb. It analyses the existence of global communities of ‘place experts’ that are redefining the organisational structures, value systems, market opportunities, affordabilities and geographies in travel and tourism. This volume brings together the work of established tourism scholars as well as early career researchers and is one of the first books to examine the global-local relationship at tourism destinations and the way that the rapidly developing field of peer-to-peer tourism is transforming tourist destinations.
This book bridges the gap between strengthening the ‘employee brand’ and the building ‘external brand image’ by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account – either positive or negative. Examples of interactions include: the product itself, the purchasing process, the consumption experience, the ‘face’ of the organization, the call center, media etc. The real issue for the company is how to translate the optimized ‘ideal’ customer journey into effective company programmes, how to track their progress and their actual impact on brand equity, customer satisfaction and loyalty. This book takes a holistic view to brand management and distills this complex system into palatable chunks, involving all functions of the company. The book demonstrates the effect of an organization that facilitates and rewards employee brand commitment on ‘external brand equity (eg: customer satisfaction and loyalty) and ‘internal brand equity’ (eg: product improvement and innovation potential resident in the organization). While the more obvious benefits of this approach include the usual suspects such as increased sales and revenues, less obvious benefits include employee stress reduction through the elimination of tensions and incongruity between external and internal value systems. The result is a significant contribution to creativity, brand commitment, overall employee satisfaction and, finally, a company’s ability to attract and retain talent. The above is achieved via a very practical, step-by-step guide, lavishly illustrated with case studies from over 100 fascinating brands (the authors have researched and surveyed companies such as: Aer Lingus, BMW, BP, Deutsche Bank, Ducati, Edun, Google, innocent drinks, Lacoste, Lego, Manner, Maggi, Orange, Old Mutual, Rabobank, Sony, SOS Childrens Villages, Siemens, Thomas Sabo, TED/United, TUI, UBS, Vauxhall, Wal-Mart, Wikimedia, any many more) the authors are able to paint a very real picture of the issues facing business and provide powerful solutions. Refreshingly, this book draws on examples from across the globe, giving the book cultural depth. Each case helps demonstrate the arguments put forward by the authors. After reading this book the audience should be able to answer the following questions: How can I build a strong brand? Where do I start? Which analyses do I have to conduct? Who needs to be involved? How can I make sure every part of the organisation lives the brand? How can I revive the brand ? How can I create a new and relevant connection between the brand and key target audiences? How can I develop and expand the brand? How can future orientation become part of the brand? How can I best structure the brand portfolio? Which role should each of the brands adapt in order to optimise results? How do I best manage the brand? How do I cultivate and empower brand enthusiasts in the organisation? How do I foster and leverage networked collaboration?
Sport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach (strategy and implementation) and a psycho-sociological approach (consumption and wider society). In doing so it explores both supply and demand sides, offering a complete introduction to the nature, purpose and value of sport brands not found in any other sports marketing text. The book covers the whole heterogeneity of sport brands, going much further than the sport team and league brands covered in most other books. As well as teams and leagues, the book considers the brands of sports celebrities, events, media, computer games and governing bodies, as well as the ethical, professional and technological ‘label brands’ associated with sport. Richly illustrated with cases, examples and data, the book explores the tangible and intangible influence of sport brands, their economic and social value, and the subcultures and communities that grow up around them. It also introduces common strategies for growing brands, and growing through brands, and examines the challenges and threats that sport brands face, from boycotts and ambush marketing to counterfeiting. An understanding of sport brands is essential for a fully rounded understanding of contemporary sport marketing. As a result, this book is important reading for any student or practitioner working in sport marketing, sport business, or mainstream marketing management.
Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations between diverse partners. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham and Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing strategy. This includes additional meaning, improvement of the brand image, attracting new customers within different target groups and the development of the brand in new markets. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and successfully implement the process of brand collaborations.
