Author: Douglas Atkin Publisher: ISBN: Category : Business & Economics Languages : en Pages : 272
Book Description
Marketing expert Douglas Atkin has spent years re- searching both full-blown cults and companies that use cult-branding techniques. He interviewed countless cult members to discover what makes them tick. And he explains exactly how brands like Harley-Davidson and Apple make their customers feel unique, important and part of an exclusive group - and how that leads to solid, long-term relationships between a company and its customers. In addition to describing a fascinating phenom- enom, it will be of enormous value to businesses as it reveals the secret to customer loyalty.
Author: D. B. Holt Publisher: Harvard Business Press ISBN: 1422163326 Category : Business & Economics Languages : en Pages : 282
Book Description
Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.
Author: Scott Bedbury Publisher: Penguin ISBN: 9780142001905 Category : Business & Economics Languages : en Pages : 244
Book Description
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.
Author: Matthew W. Ragas Publisher: Crown Business ISBN: 0761536949 Category : Business & Economics Languages : en Pages : 226
Book Description
Written for marketing specialists and entrepreneurs who want to thrive in an increasingly competitive marketplace this guide explains how to create a loyal core of repeat customers.
Author: David Spinks Publisher: John Wiley & Sons ISBN: 1119766125 Category : Business & Economics Languages : en Pages : 214
Book Description
"A tactical primer for any business embarking on the critical work of actively building community."—Seth Godin, Author, This is Marketing "This book perfectly marries the psychology of communities, with the hard-earned secrets of someone who's done the real work over many years. David Spinks is the master of this craft."—Nir Eyal, bestselling author of Hooked and Indistractable The rise of the internet has brought with it an inexorable, almost shockingly persistent drive toward community. From the first social networks to the GameStop trading revolution, engaged communities have shown the ability to transform industries. Businesses need to harness that power. As business community expert David Spinks shows in The Business of Belonging: How to Make Community your Competitive Advantage, the successful brands of tomorrow will be those that create authentic connection, giving customers a sense of real belonging and unlocking unprecedented scale as a result. In his career of over 10 years in the business of building community, Spinks has learned what a winning community strategy looks like. From the fundamental concepts—including how community drives measurable business value and what the appropriate metrics are—to high-level community design and practical engagement techniques, The Business of Belonging is an epic journey into the world of community building. This book is for decision makers who want to better understand the value and opportunity of community, and for community professionals who want to level up their strategy. Featuring a foreword by Startup Grind and Bevy cofounder Derek Andersen, it will give you a step-by-step model for strategically planning, creating, facilitating, and measuring communities that drive business growth. Attracting and retaining community members who are also loyal customers, brand evangelists, and leaders—that’s the goal for today’s connected businesses, and this book is the map to getting there.
Author: Bob Ingram Publisher: Advantage Media Group ISBN: 1599320355 Category : Business & Economics Languages : en Pages : 102
Book Description
Marketing by Delight will teach you new ways to absolutely delight your customers and increase your sales and commissions at the same time! We'll give you real life examples of successes from some extraordinary marketers. Your eyes will be opened to new ways of thinking about customer relations.
Author: Michael Beverland Publisher: SAGE ISBN: 1526415895 Category : Business & Economics Languages : en Pages : 550
Book Description
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules.
Author: Lamont Lindstrom Publisher: University of Hawaii Press ISBN: 0824878957 Category : Social Science Languages : en Pages : 236
Book Description
Who is not captivated by tales of Islanders earnestly scanning their watery horizons for great fleets of cargo ships bringing rice, radios and refrigerators - ships that will never arrive? Of all the stories spun about the island peoples of Melanesia, tales of cargo cult are among the most fascinating. The term cargo cult, Lamont Lindstrom contends, is one of anthropology's most successful conceptual offspring. Like culture, worldview and ethnicity, its usage has steadily proliferated, migrating into popular culture where today it is used to describe an astonishing roll-call of people. It's history makes for lively and compelling reading. The cargo cult story, Lindstrom shows, is more significant than it at first appears, for it recapitulates in summary form three generations of anthropological theory and Pacific studies. Although anthropologists' enthusiasm for the notion of cargo cult has waned, it now colors outsiders' understanding of Melanesian culture, and even Melanesians' perceptions of themselves. The repercussions for contemporary Islanders are significant: leaders of more than one political movement have felt the need to deny that they are any kind of cargo cultist. Of particular interest to this history is Lindstom's argument that accounts of cargo cult are at heart tragedies of thwarted desire, melancholy anticipation and crazy unrequited love. He makes a convincing case that these stories expose powerful Western scenarios of desire itself—giving cargo cult its combined titillation of the fascinating exotic and the comfortably familiar.
Author: Lesley Bielby Publisher: Figure 1 Publishing ISBN: 1773271482 Category : Business & Economics Languages : en Pages : 175
Book Description
Super Strategist: The Art and Science of Modern Account Planning is the only modern guide to advertising’s arguably most vital discipline, that has been written with the passion of someone who’s found their calling and the wisdom of an industry veteran who is still actively leading strategy in a large, modern, full-service agency. Super Strategist is full of practical advice for newcomers and usable strategies and insights for experienced planners, or anyone with an interest in the discipline. Readers will find clear outlines of the role of account planners within an agency, including step-by-step plans to achieve success with clients large and small: how to conduct modern consumer research, develop and implement the creative brief, use data skillfully to protect and improve great work, and use all of these tools and more to influence the feather in the planner’s cap—the customer journey. Whether it’s called account planning, brand planning, strategic planning, or creative strategy, the goal is the same: to inspire brilliant work that is backed by rigor and data. Creative is still king, but in today’s fractured markets clients need to know their multi-million-dollar campaigns are supported by up-to-the-minute research and data-driven insights. Account planners ensure, as Douglas Atkins puts it in the foreword, that the work is idea-led, but consumer-informed. To find that perfect balance of art and science, the successful account planner is “X-shaped”: experienced in digital, social, communications and brand strategy, comfortable in creative and quantitative disciplines—a Super Strategist who is the fulcrum of any successful agency.
Author: Chris Hurley Publisher: Elsevier ISBN: 0080489036 Category : Computers Languages : en Pages : 473
Book Description
"InfoSec Career Hacking starts out by describing the many, different InfoSec careers available including Security Engineer, Security Analyst, Penetration Tester, Auditor, Security Administrator, Programmer, and Security Program Manager. The particular skills required by each of these jobs will be described in detail, allowing the reader to identify the most appropriate career choice for them. Next, the book describes how the reader can build his own test laboratory to further enhance his existing skills and begin to learn new skills and techniques. The authors also provide keen insight on how to develop the requisite soft skills to migrate form the hacker to corporate world.* The InfoSec job market will experience explosive growth over the next five years, and many candidates for these positions will come from thriving, hacker communities * Teaches these hackers how to build their own test networks to develop their skills to appeal to corporations and government agencies * Provides specific instructions for developing time, management, and personal skills to build a successful InfoSec career
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Author: Douglas Atkin
Author: D. B. Holt
Author: Scott Bedbury
Author: Matthew W. Ragas
Author: David Spinks
Author: Bob Ingram
Author: Michael Beverland
Author: Lamont Lindstrom
Author: Lesley Bielby
Author: Chris Hurley