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Author: Interbrand Publisher: Springer ISBN: 0230626408 Category : Business & Economics Languages : en Pages : 142
Book Description
Branding is a vital management function, yet brand language is varied, misunderstood and often abused. With this book, Interbrand, the leading brand strategy and design consultancy, sets out to demystify, educate, inform and entertain. Much more than a glossary, this book is an invaluable companion for all those creating and managing brands.
Author: Interbrand Publisher: Springer ISBN: 0230626408 Category : Business & Economics Languages : en Pages : 142
Book Description
Branding is a vital management function, yet brand language is varied, misunderstood and often abused. With this book, Interbrand, the leading brand strategy and design consultancy, sets out to demystify, educate, inform and entertain. Much more than a glossary, this book is an invaluable companion for all those creating and managing brands.
Author: Andres Vrant Publisher: Createspace Independent Publishing Platform ISBN: 9781544258591 Category : Languages : en Pages : 216
Book Description
We know is still crucial - critical to understand Brand and Branding terms and to have its definitions. Here I am re-delivering (re-designed) an easy-to-use reference that helps define, understand and demystify the most common terms used in this field of Brand Management --according to Interbrand, a practice that, by its very nature, loves to create terms to give form to new ways and ideas. And while you read the language of brands is an invitation for you to share and challenge these definitions-- both in words, and in practice.
Author: Harry Lang Publisher: ISBN: Category : Languages : en Pages : 331
Book Description
Rory Sutherland, Vice Chairman at Ogilvy, said the following about 'Brands, Bandwagons & Bullshit': - "I noticed that this book ingeniously starts with a glossary - which was recommendation enough. But it gets even better from there on. I'm really enjoying it". In marketing, it's easy to get caught up in the hype - the latest channel, brand, agency or media outlet. Cutting the useful from the useless is a constant battle. Marketing, Advertising, PR and Media are all designed to sound awesome, but how can you possibly know which path is right for you without getting stuck in? You won't know the facts until it's too late - so the best thing to do is research what's out there and make the most informed choices possible. 'Brands, Bandwagons & Bullshit' was written for two main audiences:- First, Students, Graduates and young marketing professionals looking to find their first job in marketing, advertising, media or PR . Second, it's useful for an older demographic of those people who use marketing within their businesses but have no idea how it works (and are, by now, too afraid to ask). Marketing is never perfect. How could it be? Every second of every day, everything that helps inform your decisions changes. Trends disperse, media pivots, demographics shift, geographies imbalance, economies peak and trough, products fail, creative is subjective, Pandemics arrive and strategy's a Rubik's Cube of a conundrum. 'Brands, Bandwagons & Bullshit' was written using notes, hints and tips I've found valuable myself and it also contains snippets from several articles I've written for Marketing Week, Campaign and other magazines. The topics are wide ranging, broaching marketing strategy, brand strategy, campaign tactics and some of the pitfalls you may/ will encounter on your own journey. Part 1: Getting Started' covers the things you might want to consider before you get your first job whilst 'Part 2 - The Marketing Bit' branches out into the strategy, tactics and campaigns that brands employ to give them an edge (or sometimes get it very, very wrong). This isn't a 'self-help' book, nor does it profess to hold all the answers. Think of it less as a Sat Nav directing you to your ideal marketing career or a bible for perfect marketing and more like a shopping list to browse, extracting useful snippets at will. The baking of the cake is totally up to you, but hopefully you'll pick up some useful directions and suggested ingredients over the coming pages to help you steer between the bullshit and the bandwagons.
Author: Marty Neumeier Publisher: Pearson Education ISBN: 0132798123 Category : Computers Languages : en Pages : 171
Book Description
"When everybody zigs, zag," says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough—today companies need “radical differentiation” to create lasting value for their shareholders and customers. In an entertaining 3-hour read you’ll learn: - why me-too brands are doomed to fail - how to "read" customer feedback on new products and messages - the 17 steps for designing “difference” into your brand - how to turn your brand’s “onliness” into a “trueline” to drive synergy - the secrets of naming products, services, and companies - the four deadly dangers faced by brand portfolios - how to “stretch” your brand without breaking it - how to succeed at all three stages of the competition cycle From the back cover: In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier showed companies how to bridge the distance between business strategy and design. In ZAG, he illustrates the number-one strategy of high-performance brands—radical differentiation. ZAG is an AIGA Design Press book, published under Peachpit's New Riders imprint in partnership with AIGA. For a quick peek inside ZAG, go to www.zagbook.com.
Author: Michael Levine-Clark Publisher: American Library Association ISBN: 0838911110 Category : Language Arts & Disciplines Languages : en Pages : 290
Book Description
The only things librarians seem to encounter more often than acronyms are strings of jargon and arcane technical phrases—and there are so many floating around that even just reading an article in a professional journal can bewilder experienced librarians, to say nothing of those new to the profession! Featuring thousands of revised and brand new entries, the fourth edition of ALA Glossary of Library and Information Science presents a thorough yet concise guide to the specific words that describe the materials, processes and systems relevant to the field of librarianship. A panel of experts from across the LIS world have thoroughly updated the glossary to include the latest technology- and internet-related terms, covering metadata, licensing, electronic resources, instruction, assessment, readers’ advisory, and electronic workflow. This book will become an essential part of every library’s and librarian’s reference collection and will also be a blessing for LIS students and recent graduates.
Author: John C. Brenner Publisher: CRC Press ISBN: 1040179908 Category : Law Languages : en Pages : 186
Book Description
In forensics, there is often a difficulty conveying critical scientific terms to investigators, attorneys, juries, and even court reporters. Forensic Science Glossary is a single source reference that contains the spelling and definitions of commonly used terms found in forensic environments. This glossary of words and their meanings covers importa
Author: Austin McGhie Publisher: Advantage Media Group ISBN: 1599323273 Category : Business & Economics Languages : en Pages : 285
Book Description
In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand. Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.
Author: Mark N. Clemente Publisher: clementebooks ISBN: 0971943400 Category : Business & Economics Languages : en Pages : 502
Book Description
Immediately grasp and apply the essential concepts and techniques of marketing, advertising and sales using this combination dictionary, encyclopedia, and how-to guide. Designed for business professionals, business owners, and business students, Used as a recommended textbook and library volume in colleges and universities worldwide. Updated as a 500-page e-book, The Marketing Glossary is an acclaimed reference work whose hardcover edition was published by the American Management Association. Its digital format provides key word searchability for more than 1,400 definitions, formulas, checklists, examples, and real-life applications. “Mark Clemente's excellent reference work ... is also available as an e-book. Just buy the PDF and keep it on your laptop. Imagine the points you can score in meetings with all that knowledge at your fingertips.” - Jonathan Jackson, book reviewer, ecommerce.internet.com
Author: Gavin Ambrose Publisher: Bloomsbury Publishing ISBN: 1350034223 Category : Design Languages : en Pages : 212
Book Description
While many other areas of design have commercial aspects, the success of a piece of packaging design is inextricably linked with its ability to sell a product. Packaging the Brand discusses the implications of this commercial function for a designer. It explores methods of visually communicating the value of a product to its target audience and examines the entire lifespan of a piece of packaging: from its manufacture and construction, to its display in various retail environments, to its eventual disposal and the associated environmental concerns.
Author: Interbrand
Author: Interbrand
Author: Marty Neumeier
Author: Andres Vrant
Author: Harry Lang
Author: Marty Neumeier
Author: Michael Levine-Clark
Author: John C. Brenner
Author: Austin McGhie
Author: Mark N. Clemente
Author: Gavin Ambrose