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Aaker, David A.
A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized by Brandweek as "the dean of the brand-equity movement," Aaker now prepares managers for the next level of the brand revolution -- brand leadership. For the first time, Aaker and coauthor Erich Joachimsthaler describe how the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system pioneered by Procter & Gamble. This fundamental shift involves nothing less than a revolution in organizational structure, systems, and culture -- as the authors demonstrate with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to: Create and elaborate brand identities (what should the brand stand for) Use the brand relationship spectrum, a powerful tool to harness subbrands and endorsed brands to form brand architectures that create clarity, synergy and leveraged assets Identify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter Use the Internet and sponsorship to make brands resources work more effectively Address the four imperatives of global brand management Like David Aaker's two previous bestselling books, Brand Leadership will be essential reading for line executives and brand managers in market-driven firms worldwide.
Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
Aaker, David A.
In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions.Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
People Powered: How Communities Can Supercharge Your Business, Brand, and Teams
Harness the power of communities, both inside and outside of your organization, to drive value and revenue, activate your employees’ and customers’ talents, and create a highly engaged, loyal customer base.What if you discovered a blueprint that could grow your brand’s reputation and loyalty, dramatically reduce customer service issues, produce content and technology, and cement a powerful, lasting relationship between you and your customers?Communities have been a popular topic since the rise of the Internet and social media, but few companies have consistently harnessed their power, driven tangible value, and effectively measured their return on investment (ROI) like:• Salesforce.com has seen tremendous results with their community network of over 2 million members advocating for, supporting, and integrating Salesforce.com products• Star Citizen used Kickstarter to raise over $150 million to build their new video game and a community of over 2 million players.• Red Hat collaborated with their community to build industry-leading technology, which led to a $34 billion acquisition by IBMCompanies such as PayPal, Facebook, Bosch, Microsoft, CapitalOne, and Google, have also built communities inside their organizations, which have fostered innovation, broken down silos, and helped their organizations to operate more efficiently and collaboratively.People Powered helps C-suite leaders, founders, marketers, customer advocates, and community leaders gain a competitive advantage by answering the following questions:• What is the key value proposition of building a community?• What kind of community do we need and how do we build and integrate it into our organization?• How do we incentivize and encourage people to get involved, build reliable growth, and keep community members engaged?• How do we develop authentic, productive relationships with community members both online and in person?• How do we get departmental buy-in, hire effectively, and create consistent, reliable community engagement skills in our organization?• What are the strategic and tactical pitfalls and roadblocks we need to avoid?• How do we make sure that our community continues to grow with us—and more importantly, how do we make sure that we continue to grow with them?People Powered pulls together over 20 years of pragmatic experience into a clear, simple methodology and blueprint to not just answer these questions, but deliver results. It also includes contributions from industry leaders including Joseph Gordon-Levitt (Emmy-award winning actor), Peter H. Diamandis (Founder of XPRIZE, Singularity University), Jim Zemlin (Executive Director, The Linux Foundation), Mike Shinoda (Co-Founder, Linkin Park), Jim Whitehurst (CEO, Red Hat), and more.Don’t get left behind—become an industry trailblazer and ensure your company’s longevity by tapping into the most dynamic force both outside and inside your organization: the people.
Selling (DK Essential Managers0
DK Essential Managers: Selling is the visual guide that gives you all the know-how you need to be a more effective manager. Now newly updated with an all-new graphic approach to explaining key techniques and skills, the best-selling DK Essential Managers: Selling features:A practical, "how-to" approach teaches you the information and skills to succeed.Step-by-step instructions, tips, checklists, and "Ask yourself" features.Tables, illustrations, "in-focus" panels, and real-life case studies.Learn to speak persuasively, enthuse your audience, and sell with confidence with DK Essential Managers: Selling.
A New Brand World
In the twenty-first-century marketplace, the companies that will flourish are those that build great brands - brands that are widely desired, trusted, and enduring. In A New Brand World, acclaimed marketing consultant Scott Bedbury explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning and failed branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice. Inspiring, visionary, and engaging, A New Brand World is an indispensable guidebook to keep any business at the top of its game.
The Catalyst: How to Change Anyone's Mind
Everyone has something they want to change. Marketers want to change their customers' minds and leaders want to change organizations. Start-ups want to change industries and nonprofits want to change the world. But change is hard. Often, we persuade and pressure and push, but nothing moves. Could there be a better way?This book takes a different approach. Successful change agents know it's not about pushing harder, or providing more information, it's about being a catalyst. Catalysts remove roadblocks and reduce the barriers to change. Instead of asking, "How could I change someone's mind?" they ask a different question: "Why haven't they changed already? What's stopping them?"The Catalyst identifies the key barriers to change and how to mitigate them. You'll learn how catalysts change minds in the toughest of situations: how hostage negotiators get people to come out with their hands up and how marketers get new products to catch on, how leaders transform organizational culture and how activists ignite social movements, how substance abuse counselors get addicts to realize they have a problem, and how political canvassers change deeply rooted political beliefs.This book is designed for anyone who wants to catalyze change. It provides a powerful way of thinking and a range of techniques that can lead to extraordinary results. Whether you're trying to change one person, transform an organization, or shift the way an entire industry does business, this book will teach you how to become a catalyst.
Contagious: Why Things Catch On
What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral? Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed list, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In Contagious, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most seemingly boring products there is: a blender. Contagious provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and content that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
Invisible Influence: The Hidden Forces that Shape Behavior
Want to be more persuasive? Make better decisions? This book will show you how.Jonah Berger integrates research from psychology, behavioral economics, business, and the social sciences more generally to shed light on the often-hidden factors that shape behavior. Learn why copycats are better negotiators and how losing can lead to winning. Why successful athletes tend to have older siblings, why married people grow to look alike, and what cockroaches can teach us about the science of motivation. You'll never look at your own behavior, or the behavior of those around you, the same way again.
Would You Do That to Your Mother?: The "Make Mom Proud" Standard for How to Treat Your Customers
Customer experience pioneer Jeanne Bliss shows why “Make Mom Proud” companies outperform their competition. Her 5-step guide to customer experience and culture transformation makes this achievement possible. Bliss urges companies to make business personal to earn ardent fans and admirers, by focusing on one deceptively simple question: "Would you do that to your mother?" “Make Mom Proud” companies give customers the treatment they desire, and employees the ability to deliver it. They turn “gotcha” moments into “we’ve got your back” moments by rethinking business practices, and they enable employees to be part of the solution to fix customer frustrations. Bliss scoured the marketplace seeking companies who excel at living their core values, grounded in what we all learned as kids. She offers a five-step plan for evaluating your current behaviors and implementing actions at every level of the organization.
Aesthetic Intelligence: How to Boost It and Use It in Business and Beyond
Longtime leader in the luxury goods sector and former Chairman of LVMH Moët Hennessy Louis Vuitton North America reinvents the art and science of brand-building under the rubric of Aesthetic Intelligence.In a world in which people have cheap and easy access to most goods and services, yet crave richer and more meaningful experiences, aesthetics has become a key differentiator for most companies and a critical factor of their success and even their survival. In this groundbreaking book, Pauline Brown, a former leader of the world’s top luxury goods company and a pioneer in identifying the role of aesthetics in business, shows executives, entrepreneurs, and other professionals how to harness the power of the senses to create products, services, and experiences that stand out, resonate with their customers, and create long-term value for their businesses. The power is rooted in Aesthetic Intelligence—or “the other AI,” as Brown refers to it.Aesthetic Intelligence can be learned. Indeed, people are born with far more capacity than they use, but even those that are naturally gifted must continue to refine their skills, lest their aesthetic advantage atrophy. Through a combination of storytelling and practical advice, the author shows how aesthetic intelligence creates business value and how executives, entrepreneurs and others can boost their own AI and successfully apply it to business. Brown offers research, strategies and practical exercises focused on four essential AI skills.Aesthetic Intelligence provides a crucial roadmap to help business leaders build their businesses in their own authentic and distinctive way. Aesthetic Intelligence is about creating delight, lifting the human spirit, and rousing the imagination through sensorial experiences.
Let the Story Do the Work: The Art of Storytelling for Business Success
People forget facts, but they never forget a good story. It sounds so simple: Incorporate a story and people will remember your message. But when you get down to crafting one, there's nothing easy about it. Material for stories surrounds us. Yet few people are skilled at sharing personal anecdotes and even fewer know how to link them to professional goals. Whether you want to stand out in the interview process, add punch to a presentation, or make a compelling case for a new initiative, Let the Story Do the Work shows you how to mine your experience for simple narratives that convey who you are, what you want to achieve, and why others should care. Packed with enlightening examples, the book explains how to find the perfect hook, structure your story . . . and deliver it at the right time in the right way.
Be a Recruiting Superstar: The Fast Track to Network Marketing Millions
Network marketing - also known as direct selling and multilevel marketing - has turned millions of people into successful business owners. But to truly reach their earning potential, network marketers need to successfully grow their businesses by recruiting the right people. Written by a true network marketing superstar who personally enlisted over 1,000 people in her first year, the book reveals a proven, innovative approach to recruiting that gets results fast. Readers will learn how to:* discover their own recruiting style * identify people who will become a great part of their team * do and say the right things to turn prospects into partners * overcome objections with confidence * attract people who never considered network marketing Filled with advice and inspiration, this indispensable guide gives network marketers the know-how and confidence they need to grow their enterprise and become top earners.
Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days
Award-winning speaker and business consultant Joey Coleman teaches audiences and companies all over the world how to turn a one-time purchaser into a lifelong customer.Coleman's theory of building customer loyalty isn't about focusing on marketing or closing the sale: It's about the First 100 Days® after the sale and the interactions the customer experiences. While new customers experience joy, euphoria, and excitement, these feelings quickly shift to fear, doubt, and uncertainty as buyer's remorse sets in. Across all industries, somewhere between 20%-70% of newly acquired customers will stop doing business with a company with the first 100 days of being a new customer because they feel neglected in the early stages of customer onboarding.In Never Lose a Customer Again, Coleman offers a philosophy and methodology for dramatically increasing customer retention and as a result, the bottom line. He identifies eight distinct emotional phases customers go through in the 100 days following a purchase. From an impulse buy at Starbucks to the thoughtful purchase of a first house, all customers have the potential to experience the eight phases of the customer journey. If you can understand and anticipate the customers' emotions, you can apply a myriad of tools and techniques -- in-person, email, phone, mail, video, and presents -- to cement a long and valuable relationship.
Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that's not enough? What if most people ignore company messages? What if consumer engagement never goes further than the "like" button? A sobering reality is hitting marketers. Technology hasn't just reshaped mass media, it's altering behavior as well. And getting through to customers will take some radical rethinking. First step is to toss the linear plan. Next is to strip away conventions, open your mind, and join Disruptive Marketing on a provocative, fast-paced tour of our changing world.
The Social CEO: How Social Media Can Make You A Stronger Leader
Insights into why CEOs need to get social for business success, and how they can become effective social leaders.While business leaders may feel that it's enough to hire social media managers and amend their marketing strategies, Damian Corbet shows why organizations need to do more to succeed in the Social Age--why CEOs need to "get social" to survive.The Social CEO sets out to educate and inspire senior leaders to embrace the Social Age, teaching them the hows and whys of utilizing social media in order to make them stronger leaders. Social CEOs can effectively encourage engagement from their employees as well as other stakeholders and customers; they're better able to communicate their organization's objectives and values, gauge the climate in which they operate and improve their brand image.Offering invaluable contributions from industry-recognized experts in social business, The Social CEO explores the many aspects of leading in the Social Age, such as storytelling, personal branding, managing risk and public relations. With chapters also written by practicing "social CEOs" working across a variety of sectors, from healthcare to sport, the book provides a wealth of insight into how social media can be used to gain a competitive advantage.
Let Inc. catapult your company to success. To put a business on the map, nothing beats great marketing. No matter how original your idea or ambitious your dreams, the company will stall without a plan to spread the word, build momentum, and drive sales. But how many entrepreneurs excel at marketing? If you are like most, you are focused on building your product or service...and don't know how to execute a marketing strategy or measure the results. No one is better positioned than Inc. to help you get up to speed fast. For years, Inc. has covered the innovative marketing used by thousands of tiny startups that turned into household names. Now, Marketing Your Startup shares these compelling stories and spotlights strategies for igniting growth.
The Market Driven Organization
Day, George S.
This thoughtful and practical guidebook to developing a market-driven organization with many fresh examples, is a solid compilation of the best thinking, practice, and research, written by the world's leading authority on the subject.
The Sell: The Secrets of Selling Anything to Anyone
The nation's #1 real estate broker and charismatic costar of Bravo's Million Dollar Listing New York shares his secrets on how to be successful. In the ten years since moving from Sweden to New York City, with no experience in real estate and no contacts, Fredrik Eklund has transformed himself into the best seller in the most competitive real estate market on the planet. In The Sell, Eklund leverages his years of experience to create the go-to manual for self-promotion and sales. At the core of the book are chapters tied to Eklund's 10-step program for "selling anything to everyone," and he shares his secrets on everything from personal authenticity and looking your very best to crafting the perfect sales pitch, negotiating with savvy, and closing deals promptly and efficiently . . . lest they slip away. Whether you're just starting a job as a sales rep at Verizon, navigating your career as an executive or entrepreneur, or hitting your stride closing big transactions as a banker at Goldman Sachs, The Sell will show you how to improve your game and radically increase the money you're bringing home. The Sell is a vital resource for anyone who wants to have an impact in his or her personal and professional life, with a razor-sharp focus on selling: selling yourself--or your brand--no matter your background.
Today's teens are a force to be reckoned with. Businesses focused on Millennials . . . beware! Their successors are right around the corner - promising bigger challenges, but much greater opportunities. Drawn from original quantitative research and interviews, Marketing to Gen Z paints a fascinating portrait of the newest buyers now entering the scene. Having internalized the lessons of the Great Recession, this pivotal generation blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. Marketing to Gen Z offers dozens of examples and insights for connecting and conversing, including how to:* Get past the 8-second filter * Avoid blatant advertising and tap influencer marketing * Reflect their values * Understand their language and off-beat humor * Adapt content and social media strategies * Offer the shopping experiences they expect * And more By 2020, Generation Z is expected to comprise 40 percent of all consumers. The time to learn who they are and what they want is NOW.
Coolfarming: Turn Your Great Idea into the Next Big Thing
What exactly is the "magic of cool"? What makes products like the iPhone cool? (Or, in its own day, the phonograph?) And what if you could make your own ideas cool? What if you could even turn them into the next big thing?Whether you're an entrepreneur or a business leader, what you want most is to be at the head of the pack with the latest, hottest consumer enthusiasm: a product or service that comes across as brilliant, original, and hip; the kind of thing that not only seems cool in and of itself, but makes the lucky consumer who uses it feel cool.Building on the ideas found in the groundbreaking book Coolhunting, consumer trend expert Peter Gloor's Coolfarming moves beyond simply hunting for the latest hot ideas that are already happening and shows you how to get the "next big idea" off the ground for yourself or your company by nurturing innovative, cutting-edge ideas from the ground up."Coolhunting" refers to the process of seeking out and finding the latest trends. Now Coolfarming shows you how to dig deeper and become a part of the initial development phase of what will be the next hot phenomenon, converting creative dreams into cool products by enlisting the help of dedicated and passionate collaborators. You'll learn how to nurture your own Collaborative Innovation Network (COIN), a group of intrinsically motivated people assembled around a common vision.COINs are not new. They have long been found swarming around the genesis of new ideas. An earlier example of a successful COIN was Menlo Park, the research lab where Thomas Edison assembled other creative geniuses responsible for "hot new ideas" such as air conditioning and the light bulb. The rapidly expanding uses of social networking and Google's exponential, innovation-driven growth are other, more current examples.In Coolfarming, you'll discover how to grow your own trends by creating an environment where COINs flourish; then--once a product has become established--extend the creative pool into a Collaborative Learning Network, or CLN, whereby a targeted group of interested people are brought in to learn the basics of the product, make suggestions for improvements, point out deficiencies, and push the idea forward.When this feedback gets incorporated, things get really interesting, expanding the process further outward to a Collaborative Interest Network (CIN) that encompasses thousands or even millions of users, building what hopefully turns into a loyal fan base...and virtually guaranteeing the success of the idea.Featuring real-life examples from Linux to the Twilight series, from Procter & Gamble to Apple, Coolfarming lets you in on the practical, step-by-step processes that will allow you to successfully cultivate the kind of swarm creativity that generates hot new trends. . .and then push them over the tipping point to commercial success.
Bestselling business author Godin delivers his most far-reaching and provocative book, explaining what works in marketing these days, what doesn't, and what to do about it.
Customer Experience 3.0: High-Profit Strategies in the Age of Techno Service
Goodman, John A.
With developments like smart phones, social media, mobile connectivity, big data, and speech analytics, businesses have more opportunities to enhance the customer experience than ever before. Not only that...customers expect more. Unfortunately, many companies fail to take advantage of and properly manage the tools that now exist, delivering a series of frustrating, disjointed transactions that drive people away. Customer Experience 3.0 provides firsthand guidance on what works, what doesn't--and the revenue and word-of-mouth payoff of getting it right. The book contains an innovative customer-experience framework and step-by-step roadmap, showing readers how to: • Design and deliver flawless services and products while setting honest customer expectations• Create and implement an effective customer access strategy• Capture and leverage the voice of the customer to set priorities and improve products, services and marketing• Use CRM systems, cutting-edge metrics, and other tools to deliver customer satisfaction. Great companies provide seamless experiences, seeming to know what customers want before they know it themselves...while others set up fancy Facebook pages and then drop the ball. This groundbreaking guide reveals how to delight customers using the best tools available.
Press Start: Using Gamification to Power-Up Your Marketing
Do you know someone obsessed with a mobile game like Candy Crush? Have you ever felt a rush when you completed a task… and perhaps another when you crossed it off your to-do list? Or maybe you have that one running-obsessed friend who has to log everything on their fitness app?The fact is, these obsessions and 'highs' affect all of us, and they can be powerful drivers in terms of how we behave. In an increasingly commoditized world, marketers are always looking for new ways to influence or motivate us to be better engaged with their products, services, and brands. This is marketing gamification: the practice of taking the motivational elements of games (like challenges, achievements and teams) and applying them intelligently in real-life situations to improve engagement and performance.With many success stories from the likes of LinkedIn, Delta Airlines, Starbucks, and Duolingo, marketing gamification is already a well-established practice, but many businesses are wary of jumping in without a guide - especially as there have been so many high-profile failures.Written specifically for marketing professionals, Press Start explores the benefits and uses of gamification, and ties together motivational psychology and case studies with popular game mechanics and design principles. More importantly, the book will provide readers with a step-by-step guide for successfully designing their own marketing gamification solutions.
Upside: Profiting from the Profound Demographic Shifts Ahead
Get ready to ride the next generational wave. Demographics not only define who we are, where we live, and how our numbers change, but - for those who can read beyond the raw figures - they open up hidden business opportunities that lie ahead. What will happen when retiring Boomers free up jobs? How will Generation Y alter housing and transportation? Which states will have the most dynamic workforces? Will American manufacturing rebound as Asia's population boom stalls? Upside puts this powerful yet little-understood science to work finding answers. Demographer Kenneth Gronbach synthesizes reams of data to show how generations impact markets and economies, and how to target promising trends.Lively and full of surprises, the book explains: * What each age cohort is likely to buy now and in coming decades * How profits dovetail with consumer numbers * What sectors are likely to grow or lag * How to make sense of the numbers to chart your own path * And more As waves of people are born and age, fortunes and futures are determined. Whether you're an investor, marketer executive, or entrepreneur, Upside helps you spot the potential for profits in ever-shifting demographics.
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