The On-Demand Brand
The On-Demand Brand

Author: Rick MATHIESON

Publisher: AMACOM Div American Mgmt Assn

Published: 2010-05-01

Total Pages: 306

ISBN-13: 0814415741

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Call it the digital generation. The iPhone-toting, Facebook-hopping, Twitter-tapping, I-want-what-I-want, how-I-want-it generation. By whatever name, marketers are discovering that connecting with today’s elusive, ad-resistant consumer means saying goodbye to “new media,” and hello “now media.” Featuring exclusive insights and inspiration from today’s top marketers—as well as lessons from some of the world’s most successful digital marketing initiatives—this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention...before the audience hits the snooze button.

Do Good
Do Good

Author: Anne Bahr Thompson

Publisher: AMACOM

Published: 2017-11-30

Total Pages: 295

ISBN-13: 0814438407

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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.

What Great Brands Do
What Great Brands Do

Author: Denise Lee Yohn

Publisher: John Wiley & Sons

Published: 2014-01-07

Total Pages: 278

ISBN-13: 111861125X

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Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

A New Brand World
A New Brand World

Author: Scott Bedbury

Publisher: Penguin

Published: 2003-02-25

Total Pages: 244

ISBN-13: 9780142001905

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What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

Advertising and Branding: Concepts, Methodologies, Tools, and Applications
Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Author: Management Association, Information Resources

Publisher: IGI Global

Published: 2017-01-06

Total Pages: 1838

ISBN-13: 1522517944

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Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Million Dollar Dog Brand
Million Dollar Dog Brand

Author: J. Nichole Smith

Publisher: Desert Island Press

Published: 2017-03-15

Total Pages:

ISBN-13: 9780995784109

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Have you ever looked around and wondered why some businesses seem like the popular kids in school? They appear to be wildly successful overnight. They are in all the magazines, seem to have more business than they can handle, and everyone is talking about them. Author J.Nichole Smith has spent over a decade building and studying this type of stand-out brand in the pet industry. She calls these outliers Million Dollar Dog Brands. In this book she outlines the exact formula petpreneurs can follow to craft their own. In the Million Dollar Dog Brand, Smith shares exclusive in-depth interviews with the founders of 10 of the most pioneering, market-leading Million Dollar Dog Brands, including BarkBox, Ruffwear, Planet Dog, Honest Kitchen, P.L.A.Y., Zee.Dog, Harry Barker, Victoria Stilwell, PetHub, and her own co-creation, Dog is Good. The pet industry has just surpassed $100 billion in value worldwide. Building a pet business is more appealing than ever. Opportunity leads to intense competition, which means building a sustainable, profitable business in this market can feel like an impossible job. This book is the essential field guide to do exactly that: to start or grow a pet business in a way that is irresistible to customers and opinion leaders, resulting in more demand, more profit, and more influence. This book is packed with inspiring, battle-tested strategies that any petpreneur can use immediately to improve just about every metric that matters in their business. From dog walkers, trainers, and groomers to pet bloggers, pet photographers, pet product manufacturers, and pet retail store owners, anyone operating in the pet space will profit from learning and implementing the Million Dollar Dog Brand formula.

A Master Class in Brand Planning
A Master Class in Brand Planning

Author: Judie Lannon

Publisher: John Wiley & Sons

Published: 2007-12-10

Total Pages: 404

ISBN-13: 0470517913

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In 1988, on Stephen King’s retirement JWT published ‘The King Papers’ a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King’s most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today. The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today’s more complex media environment. The book will serve as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.

Brand Portfolio Strategy
Brand Portfolio Strategy

Author: David A. Aaker

Publisher: Free Press

Published: 2020-03-24

Total Pages: 368

ISBN-13: 1982146524

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In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Branding Bud
Branding Bud

Author: David Paleschuck

Publisher: Ed Rosenthal

Published: 2021-05-25

Total Pages: 300

ISBN-13: 1936807521

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Never before has a book been compiled on cannabis brands and the consumers they appeal to. Once an underground commodity, with legalization in more and more states and countries, cannabis is now marketed under a variety of national brands, each with its own unique approach to targeting consumers. The global legal cannabis market was valued at US$17.7 billion in 2019 and is expected to reach US$73.6 billion in 2027. Celebrities, athletes, politicians, and large corporations alike are investing and competing in this fast-paced industry. But what makes a cannabis brand successful? What techniques do companies use to brand and market their products? What segments have been established? In Branding Bud: The Commercialization of Cannabis, David Paleschuck answers these questions, digging deep into this evolving industry to uncover what both small companies and large corporations are doing to introduce their products to the hearts and minds of cannabis consumers. The results of his exploration may surprise you. Branding Bud showcases the exciting range of products that cannabis consumers will be able to buy in a local dispensary once legalization comes to their state. The book offers a comprehensive overview and contextualization of this new segment, examining the multitude of emerging brands, their creative assets, and the strategies behind them, and the political, legal, and cultural aspects of cannabis that inform the brand landscape of today. This book is a must-read for entrepreneurs, investors, marketers, designers, and anyone interested in the rapidly growing cannabis industry. -- David Paleschuck

Brand Naming
Brand Naming

Author: Rob Meyerson

Publisher: Business Expert Press

Published: 2021-12-14

Total Pages: 233

ISBN-13: 1637421567

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You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn: What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.