Download or read book Rebuilding the Brand written by Clyde Fessler and published by Triple Nickel Press. This book was released on 2012 with total page 26 pages. Available in PDF, EPUB and Kindle. Book excerpt: Looks at how branding and the employees of Harley-Davidson helped in rebuilding its image.
Download or read book Rebuilding the Brand written by Clyde Fessler and published by Simon and Schuster. This book was released on 2013-10-08 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the early 1980s, Harley-Davidson was on the verge of bankruptcy. In the general public's opinion, quality was substandard—of both motorcycles and riders. Harleys leaked oil and were often broken down. Riders were roughnecks, out to raise hell. The Harley-Davidson brand was tarnished. What s more, the charges were true. By the mid-1980s, Harley couldn't produce enough bikes to keep the public happy. Dealers were selling bikes off the showroom floor, struggling to assuage customers frustration. And today, Harley-Davidson is a model brand. Harley-Davidson isn't just a motorcycle company anymore. It is a community, a look, a source of self-expression, an all-American appeal for freedom—all expressed in one little logo. So, what happened? How did Harley manage to pull itself from the fire, brush itself off, and ride off into the sunset? The secret: branding. Histories will tell you how Harley-Davidson closed the quality gap between Hogs and the cheaper, faster, sleeker Japanese bikes; how Harley used Japanese manufacturing methods to increase its cash flow; how Harley clawed its way back from the brink of bankruptcy. All these aspects were important to Harley s rise from the ashes, no doubt, and as such are discussed in this book. But the true power of the big, beautiful, orange and black machine that is Harley-Davidson lies in its image, the Bar and Shield, the brand. Rebuilding the Brand: How Harley-Davidson Became King of the Road is the story of how a core group led a team of not only marketing folks but also employees, management, dealers, and vendors to rebuild the Harley-Davidson image. Told through the perspective of Clyde Fessler—who held several positions within Harley, from head of marketing services to VP of business development—Rebuilding the Brand provides dynamic branding information couched in an entertaining story. Fessler describes the methods used to create the iconic image Harley-Davidson enjoys today, methods that can be translated to nearly any industry, and explores the topics of brand experience, brand personality, brand extension, brand association, brand consistency, and brand welfare. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
Download or read book Rebuilding Brand America written by Dick Martin and published by Amacom Books. This book was released on 2007 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tilting at windmills -- The queen of branding -- Charlotte in wonderland -- The prince of pollsters -- Measuring distance in kilograms -- Why do they hate us? -- The pictures in their heads -- The business of America -- The power of brands -- Brand America -- CEOs in handcuffs -- Plague or paranoia -- In search of anti-anti-Americans -- The path to happy -- Sink roots, don't just spread branches -- Go glocal -- Share your customers' cares -- Stiff-necked, tree-hugging critics -- Share your customers' dreams -- Myth America -- A lever to move the world -- Waging peace.
Download or read book The Post Truth Business written by Sean Pillot de Chenecey and published by Kogan Page Publishers. This book was released on 2018-10-03 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: FINALIST - Business Book Awards 2019 - Embracing Change Category Brands are built on trust, but in a post-truth world they're faced with a serious challenge: so much of modern life is defined by mistrust. A shattering of the vital trust connection between brands and consumers, together with the evaporation of authenticity as a core brand pillar, is causing enormous problems for businesses on a global scale. If a brand isn't seen as trustworthy, then when choice is available it will be rejected in favour of one that is. The Post-Truth Business provides a way forward for any organization wishing to rebuild brand authenticity in a distrustful world. It explains the interconnected problems facing businesses, with important topics including: - The impact of fake news, disinformation and the weaponizing of lies - The safeguarding of privacy, alongside privacy as a tradable asset - Why and how brands must create communication with meaning - The dangers of inauthentic cultural marketing activities - Examples of conscious capitalism and brand activism - Lessons in authenticity from artisans and innovators - National branding and reputation capital - Leveraging the power of 'brand trust' The Post-Truth Business shows how to strengthen consumer engagement by closing the 'brand credibility gap'. It's packed with examples of inspiring people, brands and international campaigns from the fashion, beauty, outdoor, motor, drinks, finance, media, technology, entertainment and health sectors. Each of them demonstrates a dynamic and positive way forward.
Download or read book Building a StoryBrand written by Donald Miller and published by HarperCollins Leadership. This book was released on 2017-10-10 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
Download or read book Career Rehab written by Kanika Tolver and published by Entrepreneur Press. This book was released on 2020-01-21 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ditch the Job for the Dream If you don't love what you do, then it's time to re-think your daily grind and renovate your career. It's time for Career Rehab. This book has the tools you need to go from the job you're in to the career—and the life—you want. Professional career and life coach Kanika Tolver helps you strip away the fear and doubt holding you back from living your best life and get down to the "good bones" of your resume so you can build your dream career. Tolver outlines simple yet innovative ways to brand, market, and sell yourself into jobs that promote work-life balance, fair compensation, and continuous career development. You'll learn how to: Brand yourself like a product Fearlessly, but softly, resign from a job Identify the right career path for yourself Enhance your professional happiness Leverage your personal passions and purpose in life This collection of research, success stories, interviews, and case studies will give you a better understanding of how you can find professional and personal bliss. The time is NOW to build your personal brand, network like a hustler, and get the pay you deserve.
Download or read book Brand Storytelling written by Miri Rodriguez and published by Kogan Page Publishers. This book was released on 2023-07-03 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by. Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book explores the future of brand storytelling in a post pandemic era. New to this edition is also a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories. Brand Storytelling provides a step-by-step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality and positioning the customer as a key influencer to motivate the audience. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google to tap into authentic brand loyalty and human connection.
Download or read book Harvard Business Review on Rebuilding Your Business Model written by Harvard Business Review and published by Harvard Business Press. This book was released on 2011-05-10 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Revise your game plan--and profit from the change. If you need the best practices and ideas for creating business models that drive growth--but don't have time to find them--this book is for you. Here are 10 inspiring and useful perspectives, all in one place. This collection of HBR articles will help you: - Reinvent your business profitably - Set your model up for success with a winning competitive strategy - Test and change your assumptions about customers - Spot trends that could transform your business - Exploit disruptive technologies - Give traditional offerings a shot in the arm - Produce game changers for your industry or market - Build a new business in an established organization
Download or read book Re inventing the Brand written by Jean-Noël Kapferer and published by Kogan Page Publishers. This book was released on 2001 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are the 'classical' rules of brand management obsolete? These rules were created over 50 years ago in the United States under very different market conditions and realities. Since then, textbooks and current thinking have been replete with the same simplistic models of branding, which are looking incresingly out of date.
Download or read book Rebuilding Empires written by Thomas Lee and published by St. Martin's Press. This book was released on 2014-12-09 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: Rebuilding Empires examines, through retail giants Best Buy and Target, how big box chains are constructing a new future by utilizing mobile devices, social media, and the Internet, the same technologies that once pushed them to the brink of irrelevance. This book features interviews with industry leaders and experts, including Best Buy CEO Hubert Joly, Target chief marketing officer Jeff Jones, and several other key players in both companies. Bricks and mortar retailing is not dead, and Best Buy shows others how to capitalize on their own physical spaces. Lee shows how showrooming is an asset rather than a liability, how physical space and online space are complementary, and how others can learn from Best Buy's innovations including the Geek Squad, stores within stores, and creating non-traditional partnerships. In a readable narrative format, journalist Thomas Lee explores how the world's largest consumer electronics retailer is redefining what it truly means to be a "Best Buy" in the age of online retailing.
Download or read book Brand Enigma written by Duncan Bruce and published by John Wiley & Sons. This book was released on 2010-12-03 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Enigma provides a refreshing antidote to tired, conventional approaches to business development, marketing and innovation. The premise for this book is that the brand embodies the spirit of the business and, properly understood, can enable the enterprise to raise innovation, business development and performance to new levels. Based on a proven method for deconstructing and rebuilding brands, the book outlines an alternative but stimulating, and highly effective method of putting the brand at the centre of the business. At the heart of this approach is the Brand Dream Model. Developed and perfected over several years, the model has helped to generate breakthroughs for many of the world’s leading brands and corporations. It has also been applied to educational establishments and as part of a strategy development programme for a government department. Using deceptively simple methods based on experiential, as opposed to analytical, techniques, the Brand Dream Process reveals the past strengths of the brand, its current characteristics and future potential. When the process involves everyone from the board to the marketing department and front line staff, it also generates a shared understanding of the business, its values and goals. Brand Enigma gives you the tools to put your brand and business in a class apart from the competition. "... for breaking the norm and looking at a brand from a team perspective, this is one of the best. There's no breakthrough point with more conventional approaches to brand development. This immerses you. It's a still-hidden gem that many other companies should try." --Chris Priest, VP Marketing Europe Digital Appliances, LG "What an extraordinary learning experience for our company. The Brand Dream let us express ourselves and get to a meaningful result unlike any other event that I have ever been a part of." --Kenny Kahn, Chief Strategic Officer, Iverify "We have never done anything like this before! We found the experience enlightening, our objective was our brand image, which we feel we achieved admirably. However the unexpected benefit was an emotional and adrenalin-filled roller coater of a team-building exercise." --Andrew Jankel, Managing Director, Jankel Armouring "It brought people together in a way that other brand development approaches would not ... If you have a brand in the doldrums, it’s an outstanding tool to reinvigorate it." --Nick Shepherd, former senior marketing executive, Kraft Foods "When you give anyone a mechanism for analysing the world, you empower them. It’s partly because the model is so simple that it is blindingly successful." --David Bott, Director of Innovation Platforms, the Technology Strategy Board
Download or read book How to Rebuild the Small Block Ford written by George Reid and published by CarTech Inc. This book was released on 2008 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: This revised and updated color edition of How to Rebuild the Small-Block Ford walks you step by step through a rebuild, including: planning your rebuild, disassembly and inspection, choosing the right parts, machine work, assembling your engine, and first firing and break-in.
Download or read book R E D Marketing written by Greg Creed and published by HarperCollins Leadership. This book was released on 2021-06-08 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands. Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success. In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together, they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways: Relevance—Is it relevant to the marketplace? Ease—Is it easy to access and use? Distinction—Does it stand out from competition? By combining actual examples from Yum! and other recognizable brands of every size around the world with the latest findings in marketing, neuroscience, and behavioral economics, and the author’s own experience marketing three different brands across 120 countries, your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.
Download or read book Fusion written by Denise Lee Yohn and published by . This book was released on 2021-01-21 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Independently, brand and culture are powerful, unsung business drivers. But Denise shows that when you fuse the two together to create an interdependent and mutually-reinforcing relationship between them, you create organizational power that isn't possible by simply cultivating one or the other alone. Through detailed case studies from some of the world's greatest companies (including Amazon, Airbnb, Adobe, Nike, and Salesforce), exclusive interviews with company executives, and insights from Denise's 25+ years working with world class brands, Fusion provides you with a roadmap for increasing competitiveness, creating measurable value for customers and employees, and future-proofing your business"--
Download or read book Uprising How to Build a Brand and Change the World By Sparking Cultural Movements written by Scott Goodson and published by McGraw Hill Professional. This book was released on 2012-02-24 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: The secret to movement marketing? Your customers want to make a difference “Scott Goodson and his StrawberryFrog colleagues have found the secret to plugging into Purpose with a capital P: find out what moves people to action, then create a way to support and enhance that movement with your product, service, or craft. I call that a winning strategy.” —Daniel H. Pink, author of Drive and A Whole New Mind “Want to change your customers’ buying habits? Want to change the world? Stop marketing, read this book, roll up your sleeves, and start a movement.” —Sally Hogshead, author of Fascinate and creator of HowToFascinate.com “Essential stuff. One of the smartest thinkers on branding on one of the most important developments in that critical intersection between culture and marketing.” —Adam Morgan, author of Eating the Big Fish and The Pirate Inside “A well-researched and insightful book that will hopefully spark a movement against traditional, stodgy marketing. A must-read for the new generation of marketers who will be defining tomorrow’s marketing landscape.” —Boutros Boutros, Senior Vice President, Emirates Airline About the Book: Movement marketing is changing the world. It’s the new way forward for anyone trying to win customers’ loyalty, influence public opinion, and even change the world. In Uprising, Scott Goodson, founder and CEO of StrawberryFrog, the world’s first cultural movement agency, shows how your idea or organization can successfully ride this wave of cultural movements to authentically connect to the lives and passions of people everywhere. We are in the midst of a profound cultural transformation in which technology is making it easier than ever for anyone to share ideas, goals, and interests. Working with companies and brands ranging from SmartCar to Pampers to Jim Beam to India’s Mahindra Group, StrawberryFrog and Goodson have led a paradigm focal shift away from one-on-one selling to sharing. Using client case studies and contributions from a global team of movement marketing forerunners—among them, political guru Mark McKinnon; Lee Clow, creative chief at TBWA/Chiat/Day; Apple evangelist Guy Kawasaki; and Marty Cooke, who helped make yellow LIVESTRONG bracelets synonymous with the fight against cancer—Goodson details why and how individuals and companies are embracing the movement phenomenon. He then applies these insights to practical steps that you can take right now to reach people through what matters most to them, including: Stop talking about yourself—let the movement control your message Home in on the core objectives of your concept or brand—and align these values with what people are for (or against) “Light the spark”—create a culture within your organization that can embrace and drive a movement Leverage your assets—content, events, expertise, connecting platforms—to give people tools to spread your gospel Adjust concepts to travel across borders and link people across cultural boundaries The examples and guidance in this book will prepare you to find, connect to, and even lead the next big movement. What happens next is up to you. Get up. Go out. And create a brand Uprising of your own.
Download or read book The Brand Mapping Strategy written by Karen Leland and published by Entrepreneur Press. This book was released on 2016-06-20 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: A fundamental paradigm shift has occurred in marketing and branding. Today the most successful CEOs, executives, entrepreneurs and enterprises set their sites on developing a long-term platform instead of a short-term strategy that supports and builds buzz for their personal or business brand. That’s really the key to the new business mindset — the recognition that branding and marketing are an ongoing, steady stream of small efforts, not a series of gigantic pushes. Social media, blogging and other business development activities — both online and off — are about the persistent, ongoing process of building a platform, creating credibility and increasing the number of people that you funnel into your potential client and network pipeline. Converting those people into clients or fans may take a month, a year or two years, but the new mindset leads you to strategies that will keep that pipeline full. In short, you need to start a bunch of small fires to keep your brand burning hot. How can today’s CEOs, executives and entrepreneurs keep these fires going and powerfully get their messages across, motivate others to action and be authentic — all while simultaneously shepherding initiatives from creation to implementation in high-demand markets? CEO, executive and team branding are key factors that enable effective leaders to achieve peak performance, gain greater influence in their industries and generate increased engagement within their companies. By creating a brand (business or personal) by design instead of default, leaders and companies bring their brand promise into every interaction across the board. A personal, team or business brand is not just a single statement or a clever quip but a multilayered, congruent narrative told across multiple channels — online and off — within the organization and to the business community at large. The power is in knowing how to tell the story. The book will introduce CEOs and executives in Fortune 500 companies and entrepreneurs in SMBs to the SMG Brand Mapping Process©, a process that will guide them in creating personal, team and business brands that work in harmony and parallel with each other.
Download or read book Behind the Brand written by Elliott Bryan and published by IdeaPress Publishing. This book was released on 2019-06-19 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This should be a bulleted list of key points about the book and about your background. You can also include any data points about the sales or marketing strategy (ie - full page ad in WIRED planned) and anything else that would be a likely sales point for the book that would be valuable to share.
