Brand Transformation PDF Download

Author: Keith Glanfield
Publisher: Routledge
ISBN: 1351662554
Category : Business & Economics
Languages : en
Pages : 227

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Book Description
To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firm’s branding performance, without disrupting and derailing day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results. Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding by implementing improvements to six critical components of branding performance. The text not only presents new and different insights; importantly it contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firm’s branding. The text includes a set of six widely occurring firm "typologies" and suggests practical immediate activity on which to base a firm’s implementation plan. This text is essential reading for final year marketing undergraduates, postgraduate students of marketing, practising marketers and general managers

Author: Scott Goodson
Publisher: McGraw Hill Professional
ISBN: 0071782818
Category : Business & Economics
Languages : en
Pages : 272

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Book Description
The secret to movement marketing? Your customers want to make a difference “Scott Goodson and his StrawberryFrog colleagues have found the secret to plugging into Purpose with a capital P: find out what moves people to action, then create a way to support and enhance that movement with your product, service, or craft. I call that a winning strategy.” —Daniel H. Pink, author of Drive and A Whole New Mind “Want to change your customers’ buying habits? Want to change the world? Stop marketing, read this book, roll up your sleeves, and start a movement.” —Sally Hogshead, author of Fascinate and creator of HowToFascinate.com “Essential stuff. One of the smartest thinkers on branding on one of the most important developments in that critical intersection between culture and marketing.” —Adam Morgan, author of Eating the Big Fish and The Pirate Inside “A well-researched and insightful book that will hopefully spark a movement against traditional, stodgy marketing. A must-read for the new generation of marketers who will be defining tomorrow’s marketing landscape.” —Boutros Boutros, Senior Vice President, Emirates Airline About the Book: Movement marketing is changing the world. It’s the new way forward for anyone trying to win customers’ loyalty, influence public opinion, and even change the world. In Uprising, Scott Goodson, founder and CEO of StrawberryFrog, the world’s first cultural movement agency, shows how your idea or organization can successfully ride this wave of cultural movements to authentically connect to the lives and passions of people everywhere. We are in the midst of a profound cultural transformation in which technology is making it easier than ever for anyone to share ideas, goals, and interests. Working with companies and brands ranging from SmartCar to Pampers to Jim Beam to India’s Mahindra Group, StrawberryFrog and Goodson have led a paradigm focal shift away from one-on-one selling to sharing. Using client case studies and contributions from a global team of movement marketing forerunners—among them, political guru Mark McKinnon; Lee Clow, creative chief at TBWA/Chiat/Day; Apple evangelist Guy Kawasaki; and Marty Cooke, who helped make yellow LIVESTRONG bracelets synonymous with the fight against cancer—Goodson details why and how individuals and companies are embracing the movement phenomenon. He then applies these insights to practical steps that you can take right now to reach people through what matters most to them, including: Stop talking about yourself—let the movement control your message Home in on the core objectives of your concept or brand—and align these values with what people are for (or against) “Light the spark”—create a culture within your organization that can embrace and drive a movement Leverage your assets—content, events, expertise, connecting platforms—to give people tools to spread your gospel Adjust concepts to travel across borders and link people across cultural boundaries The examples and guidance in this book will prepare you to find, connect to, and even lead the next big movement. What happens next is up to you. Get up. Go out. And create a brand Uprising of your own.

Author: Gestalten
Publisher: Gestalten
ISBN: 9783967040050
Category :
Languages : en
Pages : 256

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Book Description
How can small businesses make huge impacts? If a picture speaks a thousand words, branding is the tool to shine in a sea of thousands of competitors. This title presents the best branding for small, traditional businesses from the last years. Collecting the best in class examples, it shows how well-curated, holistic branding can take a butchers, bookstore, bakery or even a physiotherapist from one of the pile to one in a million. No matter if you're launching a new venture or giving your business a makeover, creativity is the biggest asset to do more with less and creating an everlasting imprint in the client. Small budgets, sustainable approaches, and hyperlocal inspirations are behind the most successful projects of the last years. This book is your tool to stand out.

Author: Maria Teresa Cuomo
Publisher: Taylor & Francis
ISBN: 1000953025
Category : Business & Economics
Languages : en
Pages : 288

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Book Description
Technological advances, alongside increasing globalisation and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organisations must react and adapt quickly to compete. This book investigates and explores the impact of digital transformation on building corporate branding, identity, and reputation. The book brings together international contributors to provide examples from a wide range of industries and fi rms, including the retailing and agri-food industries, and illustrates the many dimensions of corporate branding and theories, and how they can be aided by digital transformation. It explores the connection of branding with artificial intelligence, social media networks, and technologies 4.0 as well the limitations and challenges they might deliver. Using a combination of theory, primary research findings, and practice, the book offers viewpoints and expertise from multiple regions, appealing to a global audience. This edited collection serves as an importance resource for researchers, scholars, and postgraduate students of marketing, brand management, and corporate communications, and those interested in the emerging relationship with technology.

Author: Wilson Ozuem
Publisher: Springer Nature
ISBN: 303135589X
Category : Consumer behavior
Languages : en
Pages : 510

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Book Description
Zusammenfassung: This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion industry, this book provides insights into the role of various digital technologies, systems and strategies in generating and maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and marketspace. Wilson Ozuem teaches and supervises research projects in a number of UK universities, including Anglia Ruskin University, City University of London, Warwick University, University of Birmingham and the University of Cumbria. His specific research interest is understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. Professor Ozuem is acknowledged as one of the international leaders in the study of digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, and many others. Silvia Ranfagni is Associate Professor of Marketing at the Department of Economics and Management at the University of Florence, Italy. Her research interests include innovation, internationalization, and brand management with special reference to the fashion and cultural industry. She has participated in international marketing conferences and has published in national and international journals such as Journal of Fashion Marketing and Management, Management Decision, European Journal of Marketing, Journal of Business Research, and Journal of Interactive Marketing. Michelle Willis is a lecturer of digital marketing at London Metropolitan University. Her doctorate is focused on customer loyalty and engagement within online brand communities. Her research lies in emerging technologies, particularly the interface between social networking sites and the development of marketing programmes. Several of her articles have been published in the journals Psychology & Marketing, Information Technology & People and Qualitative Market Research, and were presented at the American Marketing Association conference and the European Marketing Academy conference. Chapter 16 is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com

Author: Donald Miller
Publisher: HarperCollins Leadership
ISBN: 0718033337
Category : Business & Economics
Languages : en
Pages : 241

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Book Description
More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.

Author: Yunshi Mao
Publisher: Springer
ISBN: 9811312605
Category : Business & Economics
Languages : en
Pages : 299

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Book Description
This book discusses the experience of enterprise transformation and upgrading and the role of government in promoting this dramatic change in Asian emerging economies. The author specifically explores the direction, influencing factors, paths and modes of enterprise transformation and upgrading by conducting intensive case studies on a number of enterprises having accomplished upgrading in mainland China and Taiwan, and draws experience and lessons from them. These theoretical and practical insights have great significance for Chinese enterprises in improving their ability to respond to drastic external changes and provide useful reference for the formulation of government policies.

Author: Jeff Rosenblum
Publisher: McGraw Hill Professional
ISBN: 1264268157
Category : Business & Economics
Languages : en
Pages : 241

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Book Description
One of the world’s top advertising executives shows how iconic brands win new customers and build armies of evangelists. Great brands stand for more than just cool products and clever advertisements. They inspire audiences. They enrich communities. They energize people. They move people’s lives forward. Most importantly, great brands don’t just interrupt: they empower. And that empowerment leads to exponential growth. Over the past 20 years, Jeff Rosenblum and his team at Questus have created content and campaigns for Apple, Capital One, Disney, The NFL, Samsung, Starbucks, Universal, Wyndham, Verizon and many more of the world’s most iconic brands. In Exponential, he turns that wealth of experience into a comprehensive program for modern advertising and business strategy. The book makes a passionate case that business leaders need to shift away from interruptions and superficial messages to focus on empowerment, culture, values, leadership, and transparency. With engaging stories and revealing brand examples, Exponential shows how brands can: Produce exponential growth by shifting from interruptions to empowerment Create brand evangelists with content that informs and inspires Embrace transparency and culture to tell authentic brand stories Generate massive ROI throughout the purchase journey Exponential is about storytelling done right, and the book practices what it preaches. It’s packed with colorful anecdotes from Rosenblum’s own career and clear examples of brands that grew exponentially. With a light touch, it unpacks heavy insights from neuroscience, market research, and big data, outlining what it takes for brands to truly be great and not merely say they are great.

Author: Vinay Couto
Publisher: John Wiley & Sons
ISBN: 1119268532
Category : Business & Economics
Languages : en
Pages : 296

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Book Description
A practical approach to business transformation Fit for Growth* is a unique approach to business transformation that explicitly connects growth strategy with cost management and organization restructuring. Drawing on 70-plus years of strategy consulting experience and in-depth research, the experts at PwC’s Strategy& lay out a winning framework that helps CEOs and senior executives transform their organizations for sustainable, profitable growth. This approach gives structure to strategy while promoting lasting change. Examples from Strategy&’s hundreds of clients illustrate successful transformation on the ground, and illuminate how senior and middle managers are able to take ownership and even thrive during difficult periods of transition. Throughout the Fit for Growth process, the focus is on maintaining consistent high-value performance while enabling fundamental change. Strategy& has helped major clients around the globe achieve significant and sustained results with its research-backed approach to restructuring and cost reduction. This book provides practical guidance for leveraging that expertise to make the choices that allow companies to: Achieve growth while reducing costs Manage transformation and transition productively Create lasting competitive advantage Deliver reliable, high-value performance Sustainable success is founded on efficiency and high performance. Companies are always looking to do more with less, but their efforts often work against them in the long run. Total business transformation requires total buy-in, and it entails a series of decisions that must not be made lightly. The Fit for Growth approach provides a clear strategy and practical framework for growth-oriented change, with expert guidance on getting it right. *Fit for Growth is a registered service mark of PwC Strategy& Inc. in the United States

Author: Sandhu, Kamaljeet
Publisher: IGI Global
ISBN: 179985177X
Category : Business & Economics
Languages : en
Pages : 282

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Book Description
In a world dependent on digital technologies, business corporations continually try to stay ahead of their competitors by adopting the most updated technology into their business processes. Many companies are adopting digital transformation models, data analytics, big data, data empowerment, and data sharing as key strategies and as service disruptors for information delivery and record management. Higher education institutions have adopted digital service innovation as a core to driving their business processes. Such services are key to ensuring efficiency and improving organizational performance. Digital Transformation and Innovative Services for Business and Learning is a collection of innovative research on the latest digital services and their role in supporting the digital transformation of businesses and education. While highlighting topics including brand equality, digital banking, and generational workforce, this book is ideally designed for managers, executives, IT consultants, industry professionals, academicians, researchers, and students.