Based on a 6-year study of 500 of the world’s biggest brands, Winning the Battle for Relevance seeks to answer the question: “What separates the enduring from the endangered?” As businesses, industries, and revenue models continue to be disrupted at an alarming rate, leaders would do well to learn from the mistakes of fallen brands such as Borders, Kodak, and Blockbuster—lest they fall into the same trap. Better still, Winning the Battle for Relevance highlights what every organization and institution can learn from enduringly successful brands in order to win the battle for relevance in the turbulent years ahead.
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.
Do you aspire to engage in your unique giftedness effectively? Or, are you ill-equipped to transform your monotonous livelihood for pursuing peak potential? If so, applying empowerment strategies conveyed within this book with prudence will fast-track the ideal solution to queries like these reflective questions. Each chapter builds upon insightfulness for navigating life’s slalom course using this series of letters: C-R-E-A-T-I-V-E-N-E-S-S. This hypothesis signifies an approach for persevering throughout life’s uphill battles so that aspirants can: 1) make the most of access that evolves from a modest upbringing into a thriving and gratifying career-life odyssey; 2) influence a course correction decisive to bypass inevitable disappointment; 3) plow through an obstacle; or, 4) reset lofty expectations so that one’s mission ahead aligns with their intended destination. Even though an uphill battle can become an edifying experience, it is not frictionless or painless. Readiness for bold action requires in-depth self-study, tailored instruction, and specific preparation.
What do the London Science Museum, California Shakespeare Theater, and ShaNaNa have in common? They are all fighting for relevance in an often indifferent world. The Art of Relevance is your guide to mattering more to more people. You'll find inspiring examples, rags-to-relevance case studies, research-based frameworks, and practical advice on how your work can be more vital to your community. Whether you work in museums or libraries, parks or theaters, churches or afterschool programs, relevance can work for you. Break through shallow connection. Unlock meaning for yourself and others. Find true relevance and shine.
Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.
Bringing together leading contributors in the field, this new volume analyzes how victory and defeat in modern war can be understood and explained. It does so by confronting two inter-related research problems: the nature of victory and defeat in modern war and the explanations of victory and defeat. By first questioning the extent to which the concepts of victory and defeat are meaningful to describe the outcomes of modern wars, and whether the contents of these concepts are changing, it then evaluates different theories purporting to explain the outcomes of war and the impact of variables, ranging from technology to culture. The book tackles several key questions: What is the definition of victory in the ‘War on Terror’? What is the meaning of victory and defeat in contemporary insurgencies, such as those in Iraq and Afghanistan? Are the counterstrategies that were developed in the mid-twentieth century valid in order to deal with present and future conflicts? With case studies ranging from the Malayan Emergency to the current conflict in Iraq, Understanding Victory and Defeat in Contemporary War will be of great interest to students of war and conflict studies, security studies, military history and international relations.
"Stunning. Sean McFate is a new Sun Tzu." -Admiral James Stavridis (retired), former Supreme Allied Commander at NATO An Economist Book of the Year 2019 Some of the principles of warfare are ancient, others are new, but all described in The New Rules of War will permanently shape war now and in the future. By following them Sean McFate argues, we can prevail. But if we do not, terrorists, rogue states, and others who do not fight conventionally will succeed—and rule the world. The New Rules of War is an urgent, fascinating exploration of war—past, present and future—and what we must do if we want to win today from an 82nd Airborne veteran, former private military contractor, and professor of war studies at the National Defense University. War is timeless. Some things change—weapons, tactics, technology, leadership, objectives—but our desire to go into battle does not. We are living in the age of Durable Disorder—a period of unrest created by numerous factors: China’s rise, Russia’s resurgence, America’s retreat, global terrorism, international criminal empires, climate change, dwindling natural resources, and bloody civil wars. Sean McFate has been on the front lines of deep state conflicts and has studied and taught the history and practice of war. He’s seen firsthand the horrors of battle and understands the depth and complexity of the current global military situation. This devastating turmoil has given rise to difficult questions. What is the future of war? How can we survive? If Americans are drawn into major armed conflict, can we win? McFate calls upon the legends of military study Carl von Clausewitz, Sun Tzu, and others, as well as his own experience, and carefully constructs the new rules for the future of military engagement, the ways we can fight and win in an age of entropy: one where corporations, mercenaries, and rogue states have more power and ‘nation states’ have less. With examples from the Roman conquest, World War II, Vietnam, Afghanistan and others, he tackles the differences between conventional and future war, the danger in believing that technology will save us, the genuine leverage of psychological and ‘shadow’ warfare, and much more. McFate’s new rules distill the essence of war today, describing what it is in the real world, not what we believe or wish it to be.
What are the independent variables that determine success in war? Drawing on 40 years of studying and teaching war, political scientist Christian P. Potholm presents a 'template of Mars, ' seven variables that have served as predictors of military success over time and across cultures. In Winning at War, Potholm explains these variables--technology, sustained ruthlessness, discipline, receptivity to innovation, protection of military capital from civilians and rulers, will, and the belief that there will always be another war--and provides case studies of their implementation, from ancient battles to today.
What has neuroscience got to do with branding? The link may not be immediately obvious, but the fact is, our brains select brands in much the same way that Google selects websites. So, just as web marketers play on Google’s algorithm to make sure their site appears as high up the search list as possible, brand marketers should play on the brain’s algorithm to make sure their brand is at the top of their customers’ minds at the moment they choose which brand to buy. This ground-breaking new book brings the proven effects of hard science to the creative practice of branding. It shows you how to harness this powerful combination to your own advantage by helping you understand how customers’ brains work when they choose brands. A strong brand cannot be build effectively without taking into account the laws of the brain – which, as this book shows, really exist and can be scientifically proven to work. Once you know this, you can apply the familiar branding laws of relevance, coherence and participation more precisely, more confidently and to much greater effect. This means your brand will have a much greater chance of being chosen by customers than your competitors’ brands. Branding with Brainsshatters the conventional approach to branding, which is based on hunches and intuition, by uncovering the hard, scientific truth about why customers choose some brands over others. Insights into company stories, from Leica to Innocent Drinks, from Starbucks to Schipol International Airport, give you the fascinating truth about how the processes that go on in our brain affect our decisions to buy a particular product or service. All in all, this breathtakingly radical new book from Tjaco Walvis presents a daringly different, state of the art approach to brand strategy that will help you build powerful brands more efficiently, more effectively and more reliably than ever before. Branding really is all in the mind – and this book proves it!
