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Author: Mario Natarelli Publisher: Hatherleigh Press ISBN: 1578266866 Category : Business & Economics Languages : en Pages : 357
Book Description
From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.
Author: Mario Natarelli Publisher: Hatherleigh Press ISBN: 1578266866 Category : Business & Economics Languages : en Pages : 357
Book Description
From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.
Author: Nick Kendall Publisher: Kogan Page Publishers ISBN: 0749472634 Category : Business & Economics Languages : en Pages : 432
Book Description
What is a 21st century brand? How is it changing? What is critical now? What are the new mantras and principles? What are the new ideas for how to do it? What do you believe and what would you do therefore? What Is a 21st Century Brand? features 20 of the best papers produced during the 10 years of The IPA Excellence Diploma. Each is a fresh, original and uniquely personal perspective from the new generation of leaders across creative, media and digital agencies. Produced in partnership with internationally recognized advertising body, the IPA, the book is accompanied by commentary from leading industry thinkers including Stephen Woodford, Mark Earls, David Wilding and Ian Priest, and is edited by Nick Kendall. Together they offer multiple perspectives and the opportunity to challenge yourself to consider what you really believe about advertising and branding. Structured as 20 provocations written in the form of 'I believe... and therefore...', the essays are organized into three sections: - What is a brand? - How should we engage to build them? - How should we organise to deliver? Highlighting that today's most successful agencies are those which are embracing the new ways to consume content, What is a 21st Century Brand? delivers cutting-edge thinking across all areas of advertising practice, questioning the real fundamentals of creating and building brands. It is a thought-provoking read for any advertising practitioner or student.
Author: John Morton Publisher: Naval Institute Press ISBN: 1612510892 Category : Political Science Languages : en Pages : 426
Book Description
Security governance in the second decade of the 21st century is ill-serving the American people. Left uncorrected, civic life and national continuity will remain increasingly at risk. At stake well beyond our shores is the stability and future direction of an international political and economic system dependent on robust and continued U.S. engagement. Outdated hierarchical, industrial structures and processes configured in 1947 for the Cold War no longer provide for the security and resilience of the homeland. Security governance in this post-industrial, digital age of complex interdependencies must transform to anticipate and if necessary manage a range of cascading catastrophic effects, whether wrought by asymmetric adversaries or technological or natural disasters. Security structures and processes that perpetuate a 20th century, top-down, federal-centric governance model offer Americans no more than a single point-of-failure. The strategic environment has changed; the system has not. Changes in policy alone will not bring resolution. U.S. security governance today requires a means to begin the structural and process transformation into what this book calls Network Federalism. Charting the origins and development of borders-out security governance into and through the American Century, the book establishes how an expanding techno-industrial base enabled American hegemony. Turning to the homeland, it introduces a borders-in narrative—the convergence of the functional disciplines of emergency management, civil defense, resource mobilization and counterterrorism into what is now called homeland security. For both policymakers and students a seminal work in the yet-to-be-established homeland security canon, this book records the political dynamics behind the creation of the Department of Homeland Security, the impact of Hurricane Katrina and the ongoing development of what is now called the Homeland Security Enterprise. The work makes the case that national security governance has heretofore been one-dimensional, involving horizontal interagency structures and processes at the Federal level. Yet homeland security in this federal republic has a second dimension that is vertical, intergovernmental, involving sovereign states and local governments whose personnel are not in the President’s chain of command. In the strategic environment of the post-industrial 21st century, states thus have a co-equal role in strategy and policy development, resourcing and operational execution to perform security and resilience missions. This book argues that only a Network Federal governance will provide unity of effort to mature the Homeland Security Enterprise. The places to start implementing network federal mechanisms are in the ten FEMA regions. To that end, it recommends establishment of Regional Preparedness Staffs, composed of Federal, state and local personnel serving as co-equals on Intergovernmental Personnel Act (IPA) rotational assignments. These IPAs would form the basis of an intergovernmental and interdisciplinary homeland security professional cadre to build a collaborative national preparedness culture. As facilitators of regional unity of effort with regard to prioritization of risk, planning, resourcing and operational execution, these Regional Preparedness Staffs would provide the Nation with decentralized network nodes enabling security and resilience in this 21st century post-industrial strategic environment.
Author: P. Fajfar Publisher: Routledge ISBN: 1351417207 Category : Technology & Engineering Languages : en Pages : 436
Book Description
These proceedings, arising from an international workshop, present research results and ideas on issues of importance to seismic risk reduction and the development of future seismic codes.
Author: R. Webb Publisher: Springer ISBN: 1137501227 Category : Business & Economics Languages : en Pages : 324
Book Description
This book is for young startups and entrepreneurs in the advertising, marketing, and digital services space. It's an A-to-Z guide for young advertising firms, full of advice that ranges from getting funding to how to value the company and sell it to how to hire your first employee.
Author: Madinah F Hamidullah Publisher: Routledge ISBN: 1317514564 Category : Political Science Languages : en Pages : 130
Book Description
Managing the Next Generation of Public Workers is a fresh and energetic look at the changing climate of diversity in the public and nonprofit workplace. The workforce of the twenty-first century represents unparalleled complexity: Baby Boomers, GenX, GenY, and Millennials. Although that diversity may be challenging and often overwhelming for public managers, Madinah Hamidullah emphasizes the potential strengths that can be drawn from complex multigenerational relationships. This handbook offers public and nonprofit managers the tools necessary to address generational differences and questions such as: • How do the newer generations in the workplace differ on such fundamentals as work ethic, family values, and retirement horizons? • Are they recruited differently and do they expect a different mix of benefits—perhaps a better work-life balance as a tradeoff for a lower salary? • How can diverse, generational perspectives in the workplace add value by questioning old, traditional assumptions? • Will approaches to organizational decision making necessarily change as new generations take over? The book is for public and nonprofit managers who recognize the challenges of managing a multigenerational workforce, and are therefore seeking helpful insights. This volume is a roadmap not only for human resource (HR) managers, but for all managers who must address the complexities of the human condition—complexities that are complicated by the most rapid succession of workforce generations that we have yet seen.
Author: Laura Shugrue Publisher: DIANE Publishing ISBN: 1437902987 Category : Business & Economics Languages : en Pages : 74
Book Description
This report identifies how the U.S. government can improve its ability to recruit and hire entry-level professional and administrative employees. To prepare for a potential retirement wave, Federal agencies will likely increase their entry-level hiring to rebuild the pipeline from entry-level positions through the journey-level and beyond. Given this context, it is important to assess how well the Federal hiring process is working, particularly in terms of the Government¿s ability to recruit entry-level new hires from all segments of society and select employees on the basis of merit after fair and open competition. The recommendations in this report focus on how to improve entry-level hiring efforts while also protecting merit. Illustrations.
Author: United States. Congress. House Publisher: ISBN: Category : Legislation Languages : en Pages : 1424
Book Description
Some vols. include supplemental journals of "such proceedings of the sessions, as, during the time they were depending, were ordered to be kept secret, and respecting which the injunction of secrecy was afterwards taken off by the order of the House."
Author: Mario Natarelli
Author: Mario Natarelli
Author: Nick Kendall
Author: John Morton
Author: P. Fajfar
Author: R. Webb
Author: Madinah F Hamidullah
Author: William T. Woods
Author: Laura Shugrue
Author: United States. Congress. House
Author: