Author: Brian D. Till Publisher: Pearson Education ISBN: 0132143240 Category : Business & Economics Languages : en Pages : 22
Book Description
This Element is an excerpt from The Truth About Creating Brands People Love (ISBN: 9780137128167) by Brian D. Till and Donna Heckler. Available in print and digital formats. Get branding right from the start, with great product names, powerful differentiators, and meaningful, motivating, memorable taglines. “Close-Up,” “Jiffy Lube,” “Rain Dance,” “The Medicine Shoppe,” “Irish Spring,” and “Puppy Chow”: all are great names that reflect the essence of the product or service. Good branding starts with the name--the representation of the brand, conjuring images, concepts, and experiences. The name is the foundation for these perceptions....
Author: Donna D. Heckler Publisher: FT Press ISBN: 0132701189 Category : Business & Economics Languages : en Pages : 225
Book Description
Branding: secrets revealed, best practices explained, pitfalls exposed! • The truth about positioning brands and developing brand meaning • The truth about brands as corporate profit drivers • The truth about advertising, pricing, segmentation, and more Simply the best thinking the truth and nothing but the truth This book reveals the 51 bite-size, easy-to-use techniques for building great brands–and keeping them great. “I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands.” DAVID AAKER, Vice-Chairman, Prophet and Author of Building Strong Brands and Spanning Silos
Author: Rob Meyerson Publisher: Business Expert Press ISBN: 1637421567 Category : Business & Economics Languages : en Pages : 233
Book Description
You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn: What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.
Author: Brian Till Publisher: ISBN: 9780132143233 Category : Branding (Marketing) Languages : en Pages : 9
Book Description
"This Element is an excerpt from The truth about creating brands people love (ISBN: 9780137128167) by Brian D. Till and Donna Heckler. Get branding right from the start, with great product names, powerful differentiators, and meaningful, motivating, memorable taglines. Good branding starts with the name--the representation of the brand, conjuring images, concepts, and experiences"--Resource description page.
Author: FT Press Delivers Publisher: Pearson Education ISBN: 0132489511 Category : Business & Economics Languages : en Pages : 249
Book Description
Next-generation social media, marketing, and PR from the pioneers: insider techniques that build brands, buzz, innovation, sales, and profits! How to leverage the latest tools and techniques to create and launch great new products...build or revitalize virtually any brand...reach today’s new influencers and stakeholders...find new sources of value...get your customers to love you, and stay in love with you! From world-renowned leaders and experts, including Jim Champy, Stewart Emery, Barry Libert, Jon Spector, Robert Brunner, Brian Solis, Mark Magnacca, and many more. Included in this collection: Buy It!: What’s in it for Your Customers? (Mark Magnacca) Brand Revitalization: Creating a Plan to Win (Larry Light, Joan Kiddon) Know Your Fans: Using Word-of-Mouth Marketing to Sell Your Products (Barry Libert, Jon Spector) Delivering the Promise of Your Brand, Keeping the Promise. . .And Other Keys to Creating Brands People Love (Brian D. Till, Donna Heckler) The Role of Marketing in Launching New Products (Phil Baker) Effective Branding Begins with a Name. . .And Other Keys to Creating Brands People Love (Brian D. Till, Donna Heckler) We Are Smarter Than Me: Crowdsourcing New Businesses (Barry Libert, Jon Spector) You Brand Is Not Your Logo: It Is an Experience that Lives in Your Customer’s Gut (Robert Brunner, Stewart Emery, Russ Hall) What Could Be More Inspiring Than Honesty?: How and Why Honest Tea Keeps Its Brand Promises (Jim Champy) PR 2.0 Is Here: Combine Traditional PR with Social Media for Heightened Results (Deirdre Breakenridge) PR 2.0 in a Web 2.0 World: What Is Public Relations 2.0? (Brian Solis, Deirdre Breakenridge) Walking the Walk: Having Your Customers Love You (Robert Brunner, Stewart Emery, Russ Hall) Active Storytelling: Using Video News Releases for PR Professionals (Brian Solis, Deirdre Breakenridge) Social Networking for Promoting YOU as a Brand (Brian Solis, Deirdre Breakenridge) How to Generate Effective Press Releases for Social Networks (Brian Solis, Deirdre Breakenridge) Invention Isn’t Everything: Consumer Design Rules (Phil Baker)
Author: Brian D. Till Publisher: Pearson Education ISBN: 0132143321 Category : Business & Economics Languages : en Pages : 19
Book Description
This Element is an ecerpt from The Truth About Creating Brands People Love (ISBN: 9780137128167) by Brian D. Till and Donna Heckler. Available in print and digital formats. Build a brand that everyone in the organization owns, lives, loves--and shines through in every customer interaction. A brand is a promise you make to your consumers. That promise has two parts: what you say you are promising, and what you actually deliver. Don’t assume the brand is owned by marketing. Marketing is the quarterback, calling plays for the brand, but every person and department is crucial to its success.
Author: Phil Baker Publisher: Pearson Education ISBN: 0132481898 Category : Business & Economics Languages : en Pages : 18
Book Description
This Element is an excerpt from From Concept to Consumer: How to Turn Ideas Into Money (9780137137473) by Phil Baker. Available in print and digital formats. A quick, practical, step-by-step overview of today’s winning product development processes, from world-renowned expert Phil Baker. Developing a product is an adventure: a blend of research, engineering, marketing, and intuition. It’s about balancing features, cost, and time to market while never quite knowing what will be your competition or what obstacles you might encounter. The process involves many steps: defining, designing, engineering, testing, validating, and finally manufacturing. But it cannot be done in isolation....
Author: Phil Baker Publisher: Pearson Education ISBN: 0132481928 Category : Business & Economics Languages : en Pages : 19
Book Description
This Element is an excerpt from From Concept to Consumer: How to Turn Ideas Into Money (9780137137473) by Phil Baker. Available in print and digital formats. Start any product design project the right way--and dramatically improve your odds of success! Every product should have a Market Requirements Document (MRD) that briefly describes the product and how it relates to the market. MRDs provide product goals, set priorities, and become a catalyst for discussion between marketing and development teams. Had one of the original Apple Newton’s top priorities not been handwriting recognition, things might have turned out better....
Author: Phil Baker Publisher: Pearson Education ISBN: 0137079613 Category : Business & Economics Languages : en Pages : 15
Book Description
This Element is an excerpt from From Concept to Consumer: How to Turn Ideas Into Money (9780137137473) by Phil Baker. Available in print and digital formats. What to do after you get your product to market: preparing for competition, extending your advantage, and preparing your “next act.” After coming up with a product idea, raising money, building a team, engineering the product, shepherding it through manufacturing, and finding and negotiating with partners, can you find time to relax? Perhaps for a long weekend. Having a successful product attracts a lot of attention--not just from customers, but also from competitors around the world....
Author: Phil Baker Publisher: Pearson Education ISBN: 0132468905 Category : Business & Economics Languages : en Pages : 20
Book Description
This Element is an excerpt from From Concept to Consumer: How to Turn Ideas Into Money (9780137137473) by Phil Baker. Available in print and digital formats. The invention is often just 5% of what’s involved in making a product succeed.... I remember my first day at Polaroid in June 1967. I entered the secure area behind the frosted glass door with “Product Development” stenciled on it. Behind this door, some of the world’s great consumer products were being invented and engineered. The legend of Edwin Land, Polaroid’s CEO and a modern-day Edison, permeated the area. It was my dream job....
Author: Brian D. Till
Author: Donna D. Heckler
Author: Rob Meyerson
Author: Brian Till
Author: FT Press Delivers
Author: Brian D. Till
Author: Phil Baker
Author: Phil Baker
Author: Phil Baker
Author: Phil Baker