Download or read book Brand Journalism written by Andy Bull and published by Routledge. This book was released on 2013-06-26 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations. This textbook takes a direct and practical approach to the subject, showing journalists and journalism students how they can apply their skills to working for a brand, and showing those who work for non-media organisations how their organisation can acquire the skills necessary to become a multimedia publisher. Areas covered include: • Establishing the audience your brand wants to engage with • Identifying your organisation’s business goals • Developing a brand journalism strategy to help deliver those business goals • Measuring the results of your brand journalism strategy The book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.
Download or read book Brands and Bulls t written by Bernhard Schroeder and published by Createspace Independent Publishing Platform. This book was released on 2017-10-14 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands and Bulls**t. Excel at the Former and Avoid the Latter A Branding Primer for Millennial Marketers in a Digital Age By Bernhard Schroeder (Author) Brands and Bulls**t is the first branding book written exclusively for Millennial marketers and entrepreneurs to provide insights and tools on how to purposely create a digital brand. The kind of brand that ultimately creates such a powerful "feeling" in a customer's "mind and gut" that they feel there is no substitute for your product or service. Brands and Bulls**t. Excel at the Former and Avoid the Latter strips away the mystery of branding and gives you a branding primer necessary for every digital marketer or entrepreneur. This new branding book offers you the insight and tools to learn how to excel at branding. It is filled with over twenty years of expertise working with some of the best brands and branding experts in the world. Add wisdom, knowledge and value to your marketing or startup career. In an enlightening two-hour read you'll learn: -Understand what branding in a digital world really means -Learn how to create a powerful brand that creates a customer "feeling" -How to quickly create a brand plan with the BrandPlanr(R) -Create specific brand strategies that really work in the marketplace -Review ten possible brand strategies and understand their potential -Understand how positioning and category ladders work and why -To utilize tools like brand decision trees to simplify complex brand choices -Create a branding strategy for a client or company that targets a blue ocean A powerful new marketing book on branding written for today's digital marketers and entrepreneurs. It's about time. Digital marketers have all the online tools ever imagined to create marketing campaigns for their brands. But they lack the branding knowledge to excel as brand experts. Brands and Bulls**t. Excel at the Former and Avoid the Latter was written specifically for digital marketers to give you the branding tools and insights you deserve. Insights learned from working with the best brand experts in the world. Now they are being shared with you.
Download or read book The Bullhearted Brand written by Joseph Szala and published by . This book was released on 2021-09 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: The statistics are infamous with anyone in the industry-newbie or veteran. Many restaurants never make it past year one, and even less make it to year five. But why? What's are the causes of such high rates of failure? While one can argue for one cause or another, the truth is that it's rarely one thing that causes failure. Instead, it's usually a perfect storm of multiple causes that lead to a failing business model. It's my belief, that most, if not all, of these causes could be avoided through an understanding and adoption of branding best practices. I know what you're thinking: "of course the branding expert thinks it's a branding problem," but hear me out. Branding is a strategic endeavor that is meant to guide every decision in a restaurant's business. From operations to human resources, culinary innovation to, yes, visual and verbal identity design. When the strategy is fully adopted and used, decisions are made much clearer. Saying "no" to a poor space or bad menu item becomes much easier and innovation becomes much more comfortable. When true branding best practices guide the development and growth of a restaurant concept, the risk of failure is reduced. In The Bullhearted Brand, I seek to lay out the foundational elements and details about creating and scaling restaurant brands. I infuse knowledge with real-world experiences throughout the pages and leverage stories, fables, and folklore from around the world that use the bull as the hero. Through these stories, real-life accounts, and expertise garnered from nearly 20 years of experience, my hope is to fuel the courage, conviction, and empathy required to lead the charge for your bullhearted brand.
Download or read book How to Castrate a Bull written by Dave Hitz and published by John Wiley & Sons. This book was released on 2009-01-20 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dave Hitz likes to solve fun problems. He didn’t set out to be a Silicon Valley icon, a business visionary, or even a billionaire. But he became all three. It turns out that business is a mosaic of interesting puzzles like managing risk, developing and reversing strategies, and looking into the future by deconstructing the past. As a founder of NetApp, a data storage firm that began as an idea scribbled on a placemat and now takes in $4 billion a year, Hitz has seen his company go through every major cycle in business—from the Jack-of-All-Trades mentality of a start-up, through the tumultuous period of the IPO and the dot-com bust, and finally to a mature enterprise company. NetApp is one of the fastest-growing computer companies ever, and for six years in a row it has been on Fortune magazine’s list of Best Companies to Work For. Not bad for a high school dropout who began his business career selling his blood for money and typing the names of diseases onto index cards. With colorful examples and anecdotes, How to Castrate a Bull is a story for everyone interested in understanding business, the reasons why companies succeed and fail, and how powerful lessons often come from strange and unexpected places. Dave Hitz co-founded NetApp in 1992 with James Lau and Michael Malcolm. He served as a programmer, marketing evangelist, technical architect, and vice president of engineering. Presently, he is responsible for future strategy and direction for the company. Before his career in Silicon Valley, Dave worked as a cowboy, where he got valuable management experience by herding, branding, and castrating cattle.
Download or read book Bull Hunter s Romance written by Max Brand and published by Sagebrush Westerns. This book was released on 2003 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: Faced with the possibility of hanging for his crimes, outlaw Pete Reeve enlists comrade and retired gunman Bull Hunter for help, unaware that Hunter risks losing the woman he loves if he assists his friend.
Download or read book When a Brand Gets Wings written by and published by GRIN Verlag. This book was released on 2005 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Logo Design Love written by David Airey and published by New Riders. This book was released on 2009-12-20 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: There are a lot of books out there that show collections of logos. But David Airey’s “Logo Design Love” is something different: it’s a guide for designers (and clients) who want to understand what this mysterious business is all about. Written in reader-friendly, concise language, with a minimum of designer jargon, Airey gives a surprisingly clear explanation of the process, using a wide assortment of real-life examples to support his points. Anyone involved in creating visual identities, or wanting to learn how to go about it, will find this book invaluable. - Tom Geismar, Chermayeff & Geismar In Logo Design Love, Irish graphic designer David Airey brings the best parts of his wildly popular blog of the same name to the printed page. Just as in the blog, David fills each page of this simple, modern-looking book with gorgeous logos and real world anecdotes that illustrate best practices for designing brand identity systems that last. David not only shares his experiences working with clients, including sketches and final results of his successful designs, but uses the work of many well-known designers to explain why well-crafted brand identity systems are important, how to create iconic logos, and how to best work with clients to achieve success as a designer. Contributors include Gerard Huerta, who designed the logos for Time magazine and Waldenbooks; Lindon Leader, who created the current FedEx brand identity system as well as the CIGNA logo; and many more. Readers will learn: Why one logo is more effective than another How to create their own iconic designs What sets some designers above the rest Best practices for working with clients 25 practical design tips for creating logos that last
Download or read book Multimedia Journalism written by Andy Bull and published by Routledge. This book was released on 2015-10-05 with total page 637 pages. Available in PDF, EPUB and Kindle. Book excerpt: Multimedia Journalism: A Practical Guide, Second edition builds on the first edition’s expert guidance on working across multiple media platforms, and continues to explore getting started, building proficiency and developing professional standards in multimedia journalism. The second edition features new chapters including: getting started with social media live reporting building proficiency with Wordpress building apps for smartphones and tablets building a personal brand and developing a specialism long-form video journalism, audio and video news bulletins and magazine programmes. The new edition also includes an extensive range of new and updated materials essential for all aspects multimedia journalism today. New areas explored include editing video and slideshows for mobile and tablet devices, the advanced use of mobile devices for reporting, location-specific content creation and delivery, the use of video and audio slideshows, and live blogging. Other updates include more material on photojournalism as a storytelling technique, using and transferring digital images and sound, the use of Google Analytics, and practical guides to storytelling through infographics, timelines, interactive graphics and maps. The book fully engages with multimedia journalism in relation to range of social media and web publishing platforms, including Wordpress, Blogger, Tumblr, Twitter, Facebook, Google+, YouTube, Instagram, Pinterest, SoundCloud, AudioBoom and iTunes. The book is also be supported by fully updated online masterclasses at www.multimedia-journalism.co.uk.
Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.
Download or read book How Cool Brands Stay Hot written by Joeri Van Den Bergh and published by Kogan Page Publishers. This book was released on 2013-03-03 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand strategies to reach this group which, at three times the size of Generation X, has a big impact on society and business. Packed with qualitative and quantitative research plus creative ideas on how to position, develop and promote brands to the new consumer generation, it explains the five crucial steps or dimensions on how to stay a cool youngster brand. The first edition of How Cool Brands Stay Hot won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and Expert Marketer's Marketing Book of the Year 2011. This fully updated second edition incorporates additional years of extensive research and includes new case studies and 18 interviews with global brand and marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, and the BBC.
Download or read book Unconscious Branding written by Douglas Van Praet and published by St. Martin's Press. This book was released on 2012-11-13 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.
Download or read book Randall the Blue Spider Goes Surfing written by Shana Bull and published by . This book was released on 2021-05-06 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Randall the Blue Spider loves the ocean and the waves that go crash. Today, he wants to enter the surfing competition to win an ice cream prize. But he is nervous that he might fall in front of all the eyes watching him. With the help of his friend, Chester the Caterpillar, Randall learns how to cope with these difficult feelings and take his chances at winning!Written by mother and son duo, Ryeson & Shana Bull, Randall the Blue Spider Goes Surfing-the first book in the Randall the Blue Spider series-teaches children how to name their fears and overcome them by offering simple coping mechanisms?and lots of silliness!
Download or read book The Science and Art of Branding written by Giep Franzen and published by M.E. Sharpe. This book was released on 2008-10-30 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. The Science and Art of Branding makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions--and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. The Science and Art of Branding also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.
Download or read book The Social Brand written by The Author and published by . This book was released on 2014-03 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt: ""The definitive guide to building powerful brands in today's social era-written by a true industry expert." " Nader Tavassoli, Professor of Marketing, London Business School and non-executive chairman of The Brand Inside "The "new marketing manifesto of today's social era. A book that doesn't paper over the cracks of your marketing strategy (by rushing to social media platforms), but tackles the root issue and challenges and guides you to become what you need to "be" to succeed in this era: social. Within a single decade, the media landscape has fundamentally changed, and with it the way people interact with each other and with brands. Social media has emerged from its infancy-but businesses are still struggling to adapt. The Social Brand will unlock your brand to be successful in the social era. It shows how large or small companies, nonprofits, and other organizations should stop asking themselves the wrong questions, like: "Should I be on Twitter, Vine, or Snapchat?" "How do I need to talk to people on Facebook and Instagram?" It demonstrates that it's not (just) about shifting budget to these new platforms or creating a "social media strategy"-it's about creating a Social Brand. ""In order to be social, you have to give people something they truly value. If you do, they will want to seek it out and share it with others."" This way social media isn't just another media channel to drive your message home in; it's an environment in which you can engage in a social relationship. To demonstrate how this works, the book introduces the concept of the Brand Bank Account. This new marketing framework identifies a simple four-step plan that will enable brands to become social at the very core of their business. It identifies what are brand deposits and what are withdrawals, and shows that the more deposits you make-the more you give to your customer-the more loyal he or she will be. The book challenges old "taking" forms of marketing and beliefs; it demonstrates why we should no longer use "positioning statements" and words like "consumer" or "target audience." The book explains why most traditional advertising ends up being a withdrawal from your brand's bank balance, and it's chockablock with inspiring giving forms of marketing. The book inspires and guides you to resolve the two areas business struggle with most: social media and corporate social responsibility. Through extensive research of more than 250,000 people on products and brands, the book reveals a way to increase your brand's likeability by 20% when you define a clear and credible brand mission and keep it close to your product. ""If you work in marketing and still use words like "consumer, target, " and "audience, "then you need to hurry up and buy this book. It might just save your job." "Paul Kemp-Robertson, Co-founder, Contagious
Download or read book Bull s Eye The Ultimate How To Marketing and Sales Guide for CPAs written by Tracy C. Warren and published by John Wiley & Sons. This book was released on 2016-11-21 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sponsored by PCPS and the Association for Accounting Marketing Whether your firm is getting back into the full swing of marketing and you are looking for some new ideas to jumpstart your sales efforts, or you are getting serious about business development for the first time, this book is designed for you. Its purpose is to inspire, teach, and provide you with practical insight to help build results-oriented marketing and sales programs in your organization. Bull’s-Eye is a collaboration of 37 of the industry’s most successful marketing and sales minds. Collectively these gifted professionals have served as pioneering practitioners inside the profession, and as outside advisors and thought leaders for hundreds, even thousands of CPAs and their firms. They give you an insider’s view of what it takes to build marketing initiatives that produce results. Through the principles, best practices and case studies shared in the book, you can see success doesn’t happen by chance, but through careful planning, development, and implementation of well-designed processes, systems, and tools. This compendium of marketing know-how shows you how to build your marketing team, implement marketing techniques that get you noticed, connect the dots between marketing and sales, measure results, and much, much more.
Download or read book Global Brand Strategy written by Sicco Van Gelder and published by Kogan Page Publishers. This book was released on 2005 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A triumph...the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." Simon Anholt, Chairman, Earthspeak, and author of Brand New Justice "His analyses are accurate and enlightening, explained in a clear concise fashion without being unduly simplified for advanced marketers." Jack Yan, CEO, Jack Yan and Associates "A wonderful piece of work, extremely comprehensive and should provide an invaluable guide for brand management and development." K.N. Tang Emeritus Chairman ACNielsen Asia-Pacific "His contribution to global brand strategy is a considerable one, marrying as he does an in-depth knowledge of how brands work to a keen awareness of cultural particularities." The Journal of Brand Management The purpose of this book is to clarify for brand managers what they must consider when managing their brands across diverse cultures and markets throughout the world. Each brand has its own particular assets and vulnerabilities when it comes to extending across geographic and cultural borders. Brand managers can find themselves faced with a multitude of complex issues, not least the language barrier. Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal how to extend the brand and realise its true value. Contents include: *The brand environment *The brand expression *The brand domain * The brand reputation *The brand affinity *The brand recognition *Local brand management *Harmonising a global brand *Extending a global brand *Creating a new global brand. Containing a wealth of analytical models, real-life examples and global case studies, Global Brand Strategy will provide fresh insights for managers and students alike into how to ensure the success of extending a brand globally.
Download or read book Marketing Communications written by Micael Dahlen and published by John Wiley & Sons. This book was released on 2009-12-21 with total page 613 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***
