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Author: Christian Conrad Publisher: CRC Press ISBN: 1317023056 Category : Business & Economics Languages : en Pages : 348
Book Description
Effective sustainability communication can deliver business value. Get it wrong, however, and the reputational damage will be costly. Stakeholders, and the general public as well as activists, are unforgiving of companies whose products, services, business practices or culture fall short of their socially responsible rhetoric. Based on close to one hundred in-depth interviews with leading experts, Christian Conrad and Marjorie Thompson's The New Brand Spirit helps corporate communications and marketing professionals tackle this conundrum by providing a first-hand view of eight distinct and relevant stakeholder perspectives. Nineteen comprehensive and well-researched best practice cases from sustainability leaders like IBM, Unilever, Marks & Spencer and Puma will inspire all those tasked with communicating sustainability with practical and applicable tools and lessons learned. The result is a book that will enable senior executives, corporate communication professionals and brand managers to decide when, to whom and how to communicate sustainability related messages - and when not to.
Author: Christian Conrad Publisher: CRC Press ISBN: 1317023056 Category : Business & Economics Languages : en Pages : 348
Book Description
Effective sustainability communication can deliver business value. Get it wrong, however, and the reputational damage will be costly. Stakeholders, and the general public as well as activists, are unforgiving of companies whose products, services, business practices or culture fall short of their socially responsible rhetoric. Based on close to one hundred in-depth interviews with leading experts, Christian Conrad and Marjorie Thompson's The New Brand Spirit helps corporate communications and marketing professionals tackle this conundrum by providing a first-hand view of eight distinct and relevant stakeholder perspectives. Nineteen comprehensive and well-researched best practice cases from sustainability leaders like IBM, Unilever, Marks & Spencer and Puma will inspire all those tasked with communicating sustainability with practical and applicable tools and lessons learned. The result is a book that will enable senior executives, corporate communication professionals and brand managers to decide when, to whom and how to communicate sustainability related messages - and when not to.
Author: Hamish Pringle Publisher: John Wiley & Sons ISBN: Category : Business & Economics Languages : en Pages : 316
Book Description
Brand Spirit examines the business benefits of cause related marketing and demonstrates how a marketeer can harness these benefits and power to promote a product, service or corporate brand.
Author: Michael Houlihan Publisher: Footnotes Press ISBN: 9780999504208 Category : Business & Economics Languages : en Pages : 298
Book Description
This New York Times bestselling business paperback chronicles the unlikely opportunities that transformed this unknown novelty label into an American icon. This is the story about how Barefoot Wines helped transform an entire industry from stuffy and intimidating to fun and socially aware.
Author: Jake Knapp Publisher: Simon and Schuster ISBN: 1501121774 Category : Business & Economics Languages : en Pages : 288
Book Description
From inside Google Ventures, a unique five-day process for solving tough problems, proven at thousands of companies in mobile, e-commerce, healthcare, finance, and more. Entrepreneurs and leaders face big questions every day: What’s the most important place to focus your effort, and how do you start? What will your idea look like in real life? How many meetings and discussions does it take before you can be sure you have the right solution? Now there’s a surefire way to answer these important questions: the Design Sprint, created at Google by Jake Knapp. This method is like fast-forwarding into the future, so you can see how customers react before you invest all the time and expense of creating your new product, service, or campaign. In a Design Sprint, you take a small team, clear your schedules for a week, and rapidly progress from problem, to prototype, to tested solution using the step-by-step five-day process in this book. A practical guide to answering critical business questions, Sprint is a book for teams of any size, from small startups to Fortune 100s, from teachers to nonprofits. It can replace the old office defaults with a smarter, more respectful, and more effective way of solving problems that brings out the best contributions of everyone on the team—and helps you spend your time on work that really matters.
Author: Samantha King Publisher: U of Minnesota Press ISBN: 9780816648986 Category : Political Science Languages : en Pages : 206
Book Description
The commercialization of the breast cancer movement is challenged in this analysis of how breast cancer has been transformed from a stigmatized disease and individual tragedy to a market-driven industry of survivorship.
Author: Chad Brand Publisher: B&H Publishing Group ISBN: 1433670070 Category : Religion Languages : en Pages : 261
Book Description
Perspectives on Spirit Baptism presents in counterpoint form the basic common beliefs on spirit baptism which have developed over the course of church history with a view toward determining which is most faithful to Scripture. Each chapter will be written by a prominent person from within each tradition—with specific guidelines dealing with the biblical, historical, and theological issues within each tradition. In addition, each writer will have the opportunity to give a brief response to the other traditions.
Author: Pierre Xiao Lu Publisher: Routledge ISBN: 0429873964 Category : Business & Economics Languages : en Pages : 251
Book Description
This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions for how to create and develop a worldwide luxury brand in the twenty-first century. The book gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they have benefited from the international market over time. From the international brand management perspective, this book is a useful reference for anyone who wants to learn more about luxury brand management and to better understand how the international market has evolved and how products may change the rules of the game.
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: Paul Temporal Publisher: John Wiley & Sons ISBN: 1118181581 Category : Business & Economics Languages : en Pages : 207
Book Description
Advanced Brand Management: Managing Brands in a Changing World (Second Edition) is a complete guide to managing the most valuable assets in the business world--brands. In this exciting second edition, Paul Temporal, a world-renowned brand expert, explains how to develop and manage sophisticated strategies that will ensure sustainable brand value. Dr. Temporal addresses issues such as: How to gain and use valuable consumer insights How to use emotion to secure brand success How to create a brand vision How to create a power brand strategy How to develop positioning strategies that bring outstanding results How to respond to brand architecture challenges What to consider in extending, revitalizing, repositioning, and deleting brands How to build a brand culture, engage employees, and carry out internal branding How to create a total communications strategy How to address critical issues in brand management, and the role of speed, agility, and innovation How to structure brand guardianship and management How to track brand success More than 40 case studies, including both successful and unsuccessful international brand management initiatives, illustrate practical applications of the topics covered. New cases include: Google; Twitter; MySpace; Facebook; Zara; Opus; Chivas Regal; MTV; P&G; Coca-Cola; Absolut; Nike; LG; Apple; The Obama presidential campaign Plus more... This stimulating book also features a brand management toolkit--an invaluable collection of questions, exercises, and notes culled from Dr. Temporal's wealth of experience. The toolkit will provide you with your own personal consultancy checklists and support, helping to improve and secure your brand equity. Whether you are in control of an established company, starting up a new one, or have responsibility for a brand in a particular industry or sector, Advanced Brand Management is an indispensable resource.
Author: Alina Wheeler Publisher: John Wiley & Sons ISBN: 1119984815 Category : Design Languages : en Pages : 358
Book Description
Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process. It’s harder than ever to be the brand of choice—in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes. The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives. Organized into three sections—brand fundamentals, process basics, and case studies—this revised edition includes: Over 100 branding subjects, checklists, tools, and diagrams More than 50 all-new case studies that describe goals, process, strategy, solutions, and results New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing Additional examples of the best/most important branding and design work of the past few years Over 700 illustrations of brand touchpoints More than 400 quotes from branding experts, CEOs, and design gurus Whether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.
Author: Christian Conrad
Author: Christian Conrad
Author: Hamish Pringle
Author: Michael Houlihan
Author: Jake Knapp
Author: Samantha King
Author: Chad Brand
Author: Pierre Xiao Lu
Author: D. B. Holt
Author: Paul Temporal
Author: Alina Wheeler