Download or read book The 11 Immutable Laws of Internet Branding written by Al Ries and published by HarperCollins. This book was released on 2000 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using examples and anecdotes from their own consulting business, Al and Laura Ries demonstrate how Internet branding really works, who can benefit most from it, and where traditional marketing can still fit in.
Download or read book The 22 Immutable Laws of Branding written by Al Ries and published by Harper Collins. This book was released on 2009-10-06 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding. Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so. The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.
Download or read book The Origin of Brands written by Al Ries and published by Harper Collins. This book was released on 2009-03-17 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: What Charles Darwin did for biology, Al and Laura Ries do for branding. In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success.Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet. Instead, opportunity lies in the opposite direction—in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In The Origin of Brands, you will learn how to: Divide and conquer Exploit divergence Use the theories of survival of the firstest and survival of the secondest Harness the power of pruning Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses have written the definitive book on branding. The Origin of Brands will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding.
Download or read book Brand Against the Machine written by John Michael Morgan and published by John Wiley & Sons. This book was released on 2011-11-22 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ditch traditional corporate branding to create a powerful, recognizable brand Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their brand visibility and credibility, and to create an indispensable brand that consumers can relate to, thus becoming life-long customers. Discover the aspirational currency that makes your brand one that people want to be or want to be friends with. Learn how to be real with your audience and make strategic associations to establish credibility. Brand Against the Machine will help you stand out, get noticed, and be remembered. Brand Against the Machine is the blueprint for how to market your brand to attract better clients and stand out from the clutter that is traditional corporate branding and marketing. Instant Positioning Method: How to instantly stand out from the crowd and position yourself as a resource, not just another service provider The 20/60/20 Rule: Why it's important to take a stand and why it's okay to have haters—because it creates a stronger bond with those who love you Ditch your traditional corporate branding and marketing, and exchange it for something memorable. Your customers will thank you for it.
Download or read book Brand is a Four Letter Word written by Austin McGhie and published by Advantage Media Group. This book was released on 2012 with total page 285 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand. Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.
Download or read book Emotional Branding written by Marc Gobe and published by Simon and Schuster. This book was released on 2010-02-09 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. 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 Deep Branding on the Internet written by Marc Braunstein and published by Prima Lifestyles. This book was released on 2000 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Two foremost branding experts reveal the secrets to establishing a formidable Web presence. Using examples of companies both large and small that are profiting from the Internet today, they provide steps every business must take to develop a brand strategy that not only surmounts the challenges of e-commerce but fulfills the needs of customers.
Download or read book Brand Aid written by Brad VanAuken and published by Amacom Books. This book was released on 2003 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Written by an acknowledged expert with 20 years of experience building world-class brands, Brand Aid is a day-to-day quick-reference guide that provides solutions for the 22 most pressing problems faced by brand managers. This comprehensive, practical how-to guide also gives readers 17 invaluable end-of-chapter checklists to help them assess and advance their own brand management efforts. Succinct and easy-to-read, it features exercises, formulas, case studies, proprietary research findings, and other useful tools -- including a template to help them do a complete brand audit. Brand Aid covers topics ranging from research, positioning, and advertising to brand equity management, legal issues in brand management, and creating a brand-building organization. It includes an overview of the entire brand management and marketing process, as well as in-depth discussions of brand building on the Internet and internal brand building. A treasure trove of techniques, templates, and rules of thumb, Brand Aid! is an indispensable roadmap for anyone responsible for building their organization's brand."
Download or read book Focus written by Al Ries and published by Harper Collins. This book was released on 2005-09-27 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises. Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid guidance on how to get focused and how to stay focused, laying out a workable blueprint for any company's evolution that will increase market share and shareholder value while ensuring future success.
Download or read book Brand New Justice written by Simon Anholt and published by Routledge. This book was released on 2006-08-11 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.
Download or read book The 22 Immutable Laws of Marketing written by Al Ries and published by Profile Books(GB). This book was released on 1994 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ries and Trout share their rules for certain successes in the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace.
Download or read book The 18 Immutable Laws of Corporate Reputation written by Ronald J. Alsop and published by Kogan Page Publishers. This book was released on 2006 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Indispensable insights into creating and maintaining a good corporate reputation. The writing is straightforward and refreshingly free of jargon, and the company examples are timely, relevant, and revealing." Paul Danos, Dean, Tuck School of Business at Dartmouth."Every executive will benefit from reading this expertly written guide" - Ronald Sargent, President and CEO, Staples, Inc."A unique combination of expert journalistic insight and knowledge gained from quantitative research into how people perceive corporations." Joy Marie Sever, Senior VP, The Reputation Practice at Harris InteractiveIn this topical and up-to-date book, Wall Street Journal news editor Ron Alsop provides 18 lessons based on years of experience covering every aspect of corporate reputation. He shows the benefits of a good reputation, the consequences of a bad one, how to measure reputation and nurture a good one. There's advice on how to identify the most likely dangers to a company's reputation, how to use the Internet to control perception of an organization, and how to present good deeds in the right way. Punchy and informative, it draws on real life examples from major corporations, including FedEx, BP, McDonalds, DuPont, Calvin Klein, Coca-Cola, Levi Strauss and Co. and Enron.
Download or read book The Fall of Advertising and the Rise of PR written by Al Ries and published by . This book was released on 2002 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Branding The 6 Easy Steps written by and published by e-agency. This book was released on 2004 with total page 84 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Marketing for Scientists written by Marc J. Kuchner and published by Island Press. This book was released on 2012-06-22 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: It's a tough time to be a scientist: universities are shuttering science departments, federal funding agencies are facing flat budgets, and many newspapers have dropped their science sections altogether. But according to Marc Kuchner, this antiscience climate doesn't have to equal a career death knell-it just means scientists have to be savvier about promoting their work and themselves. In Marketing for Scientists, he provides clear, detailed advice about how to land a good job, win funding, and shape the public debate. As an astrophysicist at NASA, Kuchner knows that "marketing" can seem like a superficial distraction, whether your daily work is searching for new planets or seeking a cure for cancer. In fact, he argues, it's a critical component of the modern scientific endeavor, not only advancing personal careers but also society's knowledge. Kuchner approaches marketing as a science in itself. He translates theories about human interaction and sense of self into methods for building relationships-one of the most critical skills in any profession. And he explains how to brand yourself effectively-how to get articles published, give compelling presentations, use social media like Facebook and Twitter, and impress potential employers and funders. Like any good scientist, Kuchner bases his conclusions on years of study and experimentation. In Marketing for Scientists, he distills the strategies needed to keep pace in a Web 2.0 world.
Download or read book The Death of Expertise written by Tom Nichols and published by Oxford University Press. This book was released on 2024 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: "In the early 1990s, a small group of "AIDS denialists," including a University of California professor named Peter Duesberg, argued against virtually the entire medical establishment's consensus that the human immunodeficiency virus (HIV) was the cause of Acquired Immune Deficiency Syndrome. Science thrives on such counterintuitive challenges, but there was no evidence for Duesberg's beliefs, which turned out to be baseless. Once researchers found HIV, doctors and public health officials were able to save countless lives through measures aimed at preventing its transmission"--
Download or read book EBrands written by Phil Carpenter and published by H B S Press. This book was released on 2000 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essential Strategies for Building Powerful eBrands At the turn of the millennium, myriad companies have filled the Web with more than 800 million pages of content. Overwhelmed by choice and starved for time, customers are casting their clicks with brands they trust. The companies that win their wallets will be those that invest now in building premier electronic brands, or eBrands. While scores of books have promoted various Internet marketing tactics and Web site design rules, none has provided the necessary strategic context in which true eBrand builders make names for themselves. Through thoughtful analysis of the overall marketing strategies of six Web innovators--Yahoo!, CDNow, iVillage, Onsale, Barnesandnoble.com, and Fogdog Sports--veteran Silicon Valley marketing executive Phil Carpenter takes a hard look at how a core set of companies have pushed to develop powerful Internet brands. Carpenter takes readers backstage in his in-depth interviews with more than forty company executives and industry experts. Recounting the successes, failures, and fears of eBrand pioneers, the author assesses the opportunities and vulnerabilities of his case study companies compared to those of their on- and offline competitors. His analysis shows how several "pure play" Internet ventures have established brand awareness and credibility, how an offline leader has boldly asserted itself in this new medium, and how a start-up has battled to distinguish its brand among the many deeper-pocketed players. Carpenter argues that Internet contenders must expand their notion of branding far beyond such assets as logotypes, trademarks, and brand names to include programs for building brand awareness, forging alliances, and cultivating customer loyalty, to name a few. Through these bedrock best practices distilled from the experiences of the online elite, even a dot.com nobody can become a cyberbranded star. For anyone with a stake in ebusiness--from CEOs to entrepreneurs, from marketers to customer service and PR specialists, and from venture capitalists to financial analysts-- eBrands will prove a thoughtful guide to creating truly durable brands in the electronic marketplace.
