Download or read book Is Your Brand Ready to Stretch into New Categories written by Pete Canalichio and published by Brand Alive. This book was released on 2019-01-01 with total page 75 pages. Available in PDF, EPUB and Kindle. Book excerpt: Use a proven scoring system to decide if your brand is ready to stretch, avoid catastrophic failures, know how to get your brand ready to expand and extend if it scores badly and build on your brand’s strengths if it scores well.

Download or read book 35 Case Studies Of Brands That Successfully Entered New Categories written by Pete Canalichio and published by Brand Alive. This book was released on 2019-01-01 with total page 58 pages. Available in PDF, EPUB and Kindle. Book excerpt: With 35 case studies all in one place you’ll save hours of searching on Google. With analysis by brand licensing expert Pete Canalichio, you’ll get a better understanding of licensing strategies and the way brands in other industries have succeeded.

Download or read book Breakthrough Licensing A Disciplined Path to Profitable Brand Extensions written by Pete Canalichio and published by Brand Alive. This book was released on 2019-01-01 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: Takes you through every stage of the process from identifying stretch-ready brands to implementing go-to-market strategies. Find out how to prospect licensees, perform due diligence, negotiate contracts, and more.

Download or read book Breakthrough Licensing from a Manufacturer s Perspective written by Pete Canalichio and published by Brand Alive. This book was released on 2019-01-01 with total page 165 pages. Available in PDF, EPUB and Kindle. Book excerpt: Takes you through every stage of the process from identifying stretch-ready brands to implementing go-to-market strategies. Find out how to perform due diligence, negotiate contracts, and more.

Download or read book Gamechangers written by Peter Fisk and published by John Wiley & Sons. This book was released on 2015-01-27 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Shake up and redefine the market by changing your game! A new generation of businesses is rising out of the maelstrom of economic and technological change across our world. These companies are shaking up the world. In Gamechangers Peter Fisk has sought out the brands and businesses, large and small, from every continent, who are changing the game... and shows how we can learn the best new approaches to strategy and leadership, innovation and marketing from them. ‘Gamechangers’ are disruptive and innovative, they are more ambitious, with stretching vision and enlightened purpose. They find their own space, then shape it in their own vision. Most of all they have great ideas. They outthink their competition, thinking bigger and different. They don’t believe in being slightly cheaper or slightly better. Why be 10% better, when you could be 10 times better? Gamechangers is built around 10 themes that are shaping the future of business, brought to life with 100 case studies from across the world, and 16 practical canvases to make the best ideas happen in your business. The book is supported by a range of seminars, workshops and digital resources. Gamechangers offers guidance on: Thinking smarter and acting faster Embracing the new tricks of business Understanding how gamechangers dream and disrupt Delivering practical results and winning

Download or read book The Brand Challenge written by Kartikeya Kompella and published by Kogan Page Publishers. This book was released on 2014-11-03 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of sectors including luxury goods, finance and not-for-profit; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process. Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory. It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their specific sector. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building. Contributing authors: Al Ries (focus), Tony Allen (identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-Noël Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock (fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)

Download or read book Brand Stretch written by David Taylor and published by John Wiley & Sons. This book was released on 2006-02-08 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended to the shampoo and deodorant markets. This book presents a single-minded focus on brand stretching that covers topics not found anywhere else, such as how to launch brand extensions and support them. Stretching the Brand will help companies increase their chances of winning by looking at the lessons learnt from both successes and failure in brand stretching. It provides the tools and techniques to stretch a brand successfully.

Download or read book Marketing Knowledge written by Dominic Twose and published by Lulu.com. This book was released on 2019-04-29 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dominic Twose was Global Head of Knowledge Management at Millward Brown (the world's foremost brand and advertising research consultant) for 15 years. During this time he had access to the world's largest brand and advertising databases and hundreds of case studies from around the world. This book draws together all the key learning over that period. In a world full of opinions, this draws conclusions based on evidence. Conclusions about how brands grow, and the role of advertising. Reviews "A very useful little book, full of practical wisdom and common sense. Keep it by your computer, and steal from it mercilessly. I know I will." - Les Binet, Head of Effectiveness, adam&eveDDB "There can be no doubt that what the world of marketing needs is a bit more knowledge and a bit less ignorance. This, therefore, is a very timely and well written book from Dominic." Mark Ritson, Brand Consultant

Download or read book Brand Zero The complete branding guide for start ups written by Jacky Tai and published by Marshall Cavendish International Asia Pte Ltd. This book was released on 2013-12-01 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you are thinking of starting up a business — whether online or in a pushcart or a small café — you need to look into your branding. (how does it work, anyway?), brace yourself…According to Jacky Tai, you should start your branding exercise as early as possible. Brand Zero distils the author’s wealth of experience in grappling with branding strategies in the real world into a practical and easy-to-understand guide anyone. About the Authors For a decade, Jacky Tai headed the marking departments for several companies in the United States and Singapore before he joined International Enterprise Singapore. Heading its branding initiatives, Tai developed revolutionary training programmes that helped various companies — from innovative start-ups to established players — to better understand branding strategies. Jacky is currently Principal Consultant in StrategiCom, a B2B branding specialist

Download or read book The Marketing Mavens written by Noel Capon and published by Crown Currency. This book was released on 2007-06-12 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: The way far too many people at far too many companies think about and execute marketing was born in an era when suppliers-the companies generating products and services-were in the catbird seat. That world is long dead, and customers now occupy that position. In this relentlessly globalizing economy, we live in a world of oversupply and underdemand, with too many suppliers chasing too few customers, offering more goods and services than the market can absorb. Noel Capon set out to discover what differentiates people who know how to succeed in this changed world-people who are able to create customers for the products and services of their business. The Marketing Mavens is based on a four-year-long research program that spanned twenty-five industries, identifying long-term winners and what they do differently. Put simply, Marketing Mavens place customers at the center of their business and make marketing everyone’s job. Using a wide variety of intriguing, in-depth examples, from ESPN to the Mayo Clinic, Dr. Capon shows how the mavens create customers. How by placing the sports fan at the center of its business, ESPN creates programming that meets the needs of fans that were never given a second thought by the networks; or how physicians at the Mayo Clinic, being both technical experts and skilled at creating a patient-centric ambience, motivate people to pay the extra travel and lodging expenses not covered by insurance. Marketing Mavens, though a rare breed, can be found up and down an organization-from the CEO to chief marketing officers to business unit managers. Noel Capon has talked to mavens from across the global economy and brings forth their uncanny insights behind the five imperatives of the true Marketing Maven: • Picking markets that matter • Selecting segments to dominate and finding the sweet spot in that segment • Designing the offer to create customer value and secure differential advantage • Integrating to serve the customer • And measuring what matters Noel Capon in The Marketing Mavens redefines marketing, moving it from a focus on selling and communication into a discipline that guides all the key decisions of a business. By seeing marketing as everyone’s business-not the domain of a few specialists-you’ll get your business in step with the way the world really works . . . and start creating customers. Next year’s profits don’t depend on next year’s numbers but on next year’s customers. The Marketing Mavens points the way to those customers, profits, and an increased stock price.

Download or read book Stop Listening to the Customer written by Adam Ferrier and published by John Wiley & Sons. This book was released on 2020-01-17 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: Don't let the customer get between you and building a strong valued brand If you want to stand out from the crowd, develop a clear and consistent brand voice, and ultimately build a fruitful business – listen to your brand. Stop Listening to the Customer offers insights into how consumers are driving homogeneity in brands and shares the proven strategies you can implement to amplify your own position in the world. The customer is not always right. In fact, our obsession with the customer risks devaluing brands by making them generic and forgettable. Brands have become too consumer-led, where they are driven by journey-mapping, customer-centric design, and an excessive focus on consumer-driven data. Instead try redressing the balance, and be brand-led, where brands and businesses can truly become unique, interesting and highly profitable. Multi-award-winning brand strategist and consumer psychologist Adam Ferrier shares his contrary approach to building a strong brand in Stop Listening to the Customer. Backed by science, real-world examples and extensive industry experience, Ferrier explores the dangers of listening to the consumer too much, shares lessons from successful businesses who prioritise their brand, and reveals the brand-building secrets of their success. With insights from Jules Lund, Lisa Ronson, John Newcomb, Rory Sutherland, and many more, this invaluable book will enable you to: Avoid the pitfalls of drowning in customer data Establish a strong, brand-led business Develop a unique brand by embracing and leveraging your weaknesses Define your brand Get your customers to invest into you Stop Listening to the Customer is ideal for those looking to grow their brands and businesses by defeating consumer-driven mediocrity, standing out from the crowd, and listening their own brand.

Download or read book Neuro Advertising written by Elke Schwarz and published by Springer Nature. This book was released on 2022-12-13 with total page 195 pages. Available in PDF, EPUB and Kindle. Book excerpt: Find out how to increase your marketing success with this book on neuro-advertising. Marketing is one of the most important departments in a company. It is responsible for attracting new customers and retaining existing customers. Unfortunately, in many cases, high budgets are spent on marketing strategies that have little effect. This book on neuro-advertising will help you to effectively increase the impact of your advertising. It is based on the "Subconscious Decision Marketing Index" (SDMI). This neuroscientific method represents a new marketing tool that can be used to measure the subconscious impact of advertising. These include: Facial features Body Reactions Emotions Brain activity In this way, advertising strategies can be effectively planned and marketing efficiency sustainably increased. It is measured how successful advertising is or is not. Then advertising measures can be designed according to the target group. Marketing agencies can benefit from this technique as well as marketers working for companies. Key figures help to compare results Typically, it is difficult to measure unconscious emotions and emotions. However, this new method manages to do just that by creating metrics in the context of consumer research. In this way, individual indices of marketing effectiveness can be measured: Emotional Index: What emotions does advertising trigger? Benefit Index: To what extent does the advertising convince with brain-appropriate benefits? Memory index: How high is the actual memory value? Hormone index: Which hormonal reactions are triggered and how do they influence the buying process of customers? Impulse Index: How well does advertising use impulse opportunities? In turn, you can easily compare these indices with previous measurements and derive clear recommendations for action. The book on neuro-advertising explains this method in a practical way, allowing you to integrate it directly into your marketing planning.

Download or read book Brandgym third edition written by David Taylor and published by eBook Partnership. This book was released on 2017-08-24 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: the brandgym is a refreshingly simple, practical guide to boosting your brand and business performance. This new and updated edition 'reboots' the whole brand vision to action process to be fit for purpose in today's digital age, illustrated with inside stories from Snapchat, Airbnb, Netflix, Burberry, Dove, Apple, accenture, Lego and many others. The programme of 11 'Workouts' is packed with practical tools and tips to raise your game in key areas includinginsight, brand purpose and positioning, innovation and internal engagement. Complementary online resources include over 1,250 case studies with detailed data and videos.

Download or read book Return on Courage written by Ryan Berman and published by Greenleaf Book Group. This book was released on 2019-01-15 with total page 182 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unlock Courage What do an astronaut, a Navy SEAL, the cofounder of Method, the former VP of communications at Apple, and the president of Domino’s all have in common? Ryan Berman spent three years shadowing the most courageous people and leaders on the planet to find out what they have done to accomplish liberating personal or business feats. ​ Fifty-two percent of Fortune 500 companies from the year 2000 are now extinct, and 80 percent of all start-ups will fail within their first 18 months. Yet there’s a lack of urgency to address this callous reality across the board in most organizations. And the solution can be unlocked with courage. Return on Courage (ROC) is the go-to courage instructional manual that helps readers attack and shrink business fears head-on. They will learn how to relentlessly play offense, drive change, and transform into a Courage Brand®. ROC can be the secret weapon to innovating new products and services, maximizing ROI, and revolutionizing their industry.

Download or read book Billions written by Tom Doctoroff and published by Macmillan. This book was released on 2007-01-23 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Billions' cracks the supposedly indecipherable code of marketing to the new Chinese consumer. The author explains the importance of culture in shaping buying decisions and describes the core drivers of behaviour and preference in key market segments.

Download or read book The Brand Glossary written by Interbrand and published by Springer. This book was released on 2006-09-19 with total page 142 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book The Brutal Truth About Asian Branding written by Joseph Baladi and published by John Wiley & Sons. This book was released on 2011-02-16 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted "how-to" books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the 'why' rather than just 'how' of branding. The reference to brutal truth as the truth which will set us free—to examine ourselves without self-illusions—is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands." —Ho Kwon Ping, Chairman/CEO; Banyan Tree and Board of Trustees, SMU; 2010 recipient of the "Lifetime Achievement Award" by the American Creativity Association "A cold shower to wake people up. Joe Baladi's Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere." —Timothy Love, Vice Chairman; Chief Executive Officer, Omnicom APIMA "There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. The Brutal Truth About Asian Branding is a timely book that all Asian CEOs with global aspirations should read." —Richard Eu, Group CEO, Eu Yan Sang International "The Brutal Truth About Asian Branding is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart." —Maarten Kelder, Managing Partner (Asia), Monitor Group "A very interesting and valuable perspective on Asian branding... one that decision makers in the region should read and embrace. Well done Joe!" —Ron Sim, Founder & CEO, OSIM International "Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi's text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline." —Chris D. Beaumont, Professor, Tokyo University, Global Centre of Excellence; Director, North Asia, Results International "The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution." —Michael Newman, Author, 22 Irrefutable Laws of Advertising