Buzz PDF Download

Author: Marian Salzman
Publisher: John Wiley & Sons
ISBN: 9780471273455
Category : Business & Economics
Languages : en
Pages : 264

View

Book Description
How to master the power of buzz Trendspotters and bestselling authors Marian Salzman and Ira Matathia demystify buzz and show how marketers can create and leverage it for the success of their products and services. The world we inhabit is in constant flux, and the captive audience on which advertisers relied for years no longer exists. Branding today requires a flexibility and creativity that have thus far eluded many traditional practitioners. When there is no clear forum for communicating your brand message to the audience, you must have your audience do it for you. The authors show how and why buzz works, examining case studies like Kate Spade, Madonna, Bulgari, Ford, Nokia, and French Connection. They explore the role specific consumer groups play in setting trends, show how influence works, reveal the efficacy of shock ads, and explain how to manage brand momentum. This book is a dynamic guide that sheds new light on the topic of buzz using real-world examples and case studies that show how marketers can manufacture the seemingly authentic word-of-mouth to which today's cynical consumer responds.

Author: Adrienne Weiss
Publisher: Simple Truths
ISBN: 9781608106028
Category :
Languages : en
Pages : 144

View

Book Description
If you want to succeed in today's hyper-competitive market, you want your brand to buzz. You want it to be a brand that people can't stop talking about, one that customers love to support. With their expertise through working on some of the biggest brands in the market, Adrienne and Greg Weiss offer their industry secrets on how to best create buzz within and around your brand. Brand Buzz lays out the 3 rules Adrienne and Greg have uncovered through their career in the branding industry: storytelling, club making, and country building. Storytelling: no one will care what your product is if you don't sell them why it is, who you are, and how this will change their lives for the better Clubmaking: creating an exclusive, just-for-you feel to your brand will make consumers crave to be a part of the magic Country Building: once you've established yourself as a product people need and want to be a part of, make your company one that is fun to be a part of! Establish a voice for your brand, cohesive marketing, and fun details Gain notoriety, generate excitement, and earn loyal customers--start building your brand's buzz now!

Author: Mary Baker
Publisher: Booktango
ISBN: 1468964917
Category : Business & Economics
Languages : en
Pages : 28

View

Book Description
Mary Baker has worked for top wine brands like Justin Winery & Vineyards and Wild Horse Winery. She has consulted for many startup and small business brands, and provided creative and branding services to both startup and international brands. And now, for less than the price of a Starbucks latte, you have access to all her secrets condensed into a short, easy-to-read guide filled with plenty of do-it-now suggestions, practical advice, and examples. Great branding will actually SAVE you money and time. You'll waste fewer dollars on ineffective advertising and community donations, keep yourself and your staff focused, and discover new passion for your business and your ideas. This guide will walk you through everything you need to know to brand your business successfully.

Author: Eric Sheninger
Publisher: John Wiley & Sons
ISBN: 1119244579
Category : Education
Languages : en
Pages : 221

View

Book Description
Praise for BrandED "A great resource for educators who want to strengthen their connections with students, teachers, parents, and the wider community. These two innovative leaders don't just capture how to tell the story of a school—they show how to create it." —Adam Grant, New York Times bestselling author of Originals and Give and Take "Every day in every one of your schools, great things happen. How does your community know? Schools that are Future Ready boldly engage their community to build relationships and empower both students and families. Powerful yet practical, BrandED is the perfect resource to help your school share its story with the world." —Thomas C. Murray, Director of Innovation, Future Ready Schools "Eric and Trish demystify what it means to brand one's school by providing eight compelling conversations that not only lead to a deeper understanding of branding, but provide relevant ways for school leaders to frame their work... . In the vast sea of information in which we currently reside, using the BrandED Leadership methods described in this book will help school leaders reach their audiences in ways that create trusting relationships and loyalty." —Dwight Carter, Principal, New Albany High School "Disruption is the new normal. And the great disruptors of our time are shaping the culture itself in innovative ways. Eric and Trish's book BrandED sends a very compelling message to school leaders that developing and executing a smart, innovative brand strategy can disrupt the best practices' conventions of the existing school system. Like great disruptive brands from Apple to Uber, educators now have the ability to get the community engaged and immersed in the school's brand equity—and BrandED provides the roadmap for getting there." —Scott Kerr, Executive Director of Strategy and Insights, Time Inc. A brand is built around three key elements: image, promise, and result. The power of a brand to communicate all three elements is undeniable, and in today's digitally connected, social society, schools and school districts have a lot to gain by developing and promoting their own brand identities. BrandED is the groundbreaking guidebook for educators who want to enhance communication with students, parents, and stakeholders to create a transparent record of value. You know great achievements happen at your school. Unfortunately, many of those stories stop at the school doors. This hands-on guide from two rising stars in the education field, Eric Sheninger and Trish Rubin, empowers educators at all levels to take control of how the mission, values, and vision of their schools is communicated. An engaging collection of transformative conversations lead you to discover the opportunities and benefits of designing a brand for your school and sustaining a BrandED community to evangelize it. Even if you have no marketing experience, the easy-to-use framework takes you step by step through the nuances of spreading good news about your school and building relationships around those actions. Timesaving, practical advice prepares you to begin innovating at your school right away, and convenient tips and reflections at the end of each chapter make it easy to integrate the BrandED mindset and practices into your everyday routine. Become a driving force behind your school getting the recognition it deserves by: Branding yourself as your school's storyteller-in-chief and amplifier through a variety of traditional and digital tools and platforms Improving relationships with key stakeholders, developing strategic partnerships, and attracting more resources and opportunities Fostering a positive culture extending and influencing beyond the school grounds BrandED is your one-stop resource for designing and sustaining your individual brand as a leader and the brand of your school or district. Join the conversation on Twitter using #brandEDU.

Author: Johny K. Johansson
Publisher: SAGE Publications
ISBN: 148335539X
Category : Business & Economics
Languages : en
Pages : 273

View

Book Description
Written by experts on branding and consumer behavior, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to the growth of brand equity and value, to brand extension and the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.

Author: Pepe Martínez
Publisher: Kogan Page Publishers
ISBN: 0749465719
Category : Business & Economics
Languages : en
Pages : 200

View

Book Description
The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyses the daily mental functions of consumers, in relation to others and their environment, and the implications for brands. The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way that their brands are perceived and to encourage trial and repeat purchases.

Author: William J. McEwen
Publisher: Simon and Schuster
ISBN: 1595620052
Category : Business & Economics
Languages : en
Pages : 144

View

Book Description
"Married to the Brand tells the story of what makes profitable brand relationships work - through the eyes of the consumer, not the marketer. Packed with stories and compelling discoveries from a worldwide consumer database, this book explores why people bond with some brands and not others."--BOOK JACKET.

Author: Robyn Gaskins Smith
Publisher: Lulu.com
ISBN: 1312626437
Category : Business & Economics
Languages : en
Pages : 70

View

Book Description
For an organization of any size, its brand is one of its most critical business assets. Yet, while the word "branding" officially has entered the buzzwords category, the strategic and systematic act of branding is often overlooked. Organizations fail to make it a part of their business strategy, and therefore they are unable to take full advantage of what an effective brand can do for the success of their business. This is the "textbook" of branding. Everything you need to know to begin building a brilliant brand for your company.

Author: Alcobuzz
Publisher: Alcobuzz
ISBN:
Category : Cooking
Languages : en
Pages : 72

View

Book Description
The first thing that comes to my mind when I sit down to write this, is THANK YOU! Alcobuzz is Asia’s leading digital magazine on alco-beverages. It’s owned and led by a woman. And in this issue we see so many wonderful women who are leading the way. It is now a community in it’s true sense and we managed to do that in such a short span of time It is wonderful, to say the least. So many amazing women from all walks of life coming forward to show solidarity and support. This is quite unprecedented. So here we are with an ALL WOMEN power-packed issue of HENTAILS SPECIAL EDITION. Yes, every single article is about women taking charge and leading the way. It is the most inspiring edition of Alcobuzz till date. Right from Ada Coleman who is regarded as one of the first women behind a professional bar, to all the aspiring young bartenders of today, women have crossed hurdles and prejudices. Every aspect of Alco-beverage and nightlife, be it bar owners, brands, marketing heads, sommeliers, bartenders, editors, women have demonstrated their prowess in what was traditionally a boys only club. This is just the first step. Our community is growing and if you are someone who is interested to be a part of this, please do drop us a line. As always, I hope you enjoy this rather special edition.

Author: D. B. Holt
Publisher: Harvard Business Press
ISBN: 1422163326
Category : Business & Economics
Languages : en
Pages : 282

View

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.