Download or read book Communities Dominate Brands written by Tomi T. Ahonen and published by . This book was released on 2005 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: Communities Dominate Brands: Business and marketing challenges for the 21st century is a book about how the new phenomenon of digitally connected communities are emerging as a force to counterbalance the power of the big brands and advertising. The book explores the problems faced by branding, marketing and advertising facing multiple radical changes in this decade. Communities Dominate Brands discusses how disruptive effects of digitalisation and connectedness introduce threats and opportunities. The authors compellingly illustrate how modern consumers are forming communities and peer-groups to pool their power resulting in a dramatic revolution of how businesses interact with their customers. The book provides practical guidance of how to move from obsolete interruptive advertising to interactive engagement marketing and community based communications, with dozens of real business examples from around the world. Communities Dominate Brands addresses its topic from a marketing (including advertising and branding) perspective and maintains a rigorous focus on business and profit dimensions of the issues involved.The book discusses such recent phenomena as blogging, virtual environments, mobile phone based swarming and massively multiplayer games. The book introduces a new generation of consumers called Generation-C (for Community). The book also discusses such new concepts as the Connected Age, Reachability, the Four C's, Alpha Users, and introduces Communities as an unavoidable new element into the traditional communication model. Combining the digital trends, modern management theories, and emerging new customer behaviour, Communities Dominate Brands arrives to its conclusion, that traditional marketing methods are increasingly ineffective and even becoming counterproductive. The power of the brands and the abuses by marketing have created a vacuum for a counterbalance, and digitally connected communities, the blogosphere, gamers, and especially the always-on connectedness of those on mobile phone networks, are emerging as the counterforce to redress the balance. The power of smart mobs and digitally enlightened communities will react rapidly to marketing excesses as the natural force balancing the power of the brands.The way a business can and must interact with the powerful new communities is through engagement marketing, by enticing the communities to interact with the brands. Communities Dominate Brands covers the major changes taking place in business and industry worldwide from leading digitally connected societies such as Finland, Korea, Japan, Hong Kong, UK and the USA. The authors discuss the business relevance of such community related technologies and phenomena such as blogging, CANs, iPod, MMOGs, MVNOs, PVRs, Ringing Tones, SMS text messaging, swarming, VOD. This is the definitive business book on the impact of new technologies, not explaining how technology works, but showing what businesses need to do to make money in the new digitally converging environment. Communities Dominate Brands analyses early successes of engaging communities by global brands such as Adidas, Apple, Audi, BBC, Boeing, Coca Cola, eBay, Ford, Google, Guinness, Hush Puppies, Lonely Planet, MTV, Nokia, Orange, Philips, Red Bull, Sony, Tesco, Tony & Guy, Vodafone, etc.The lessons are amplified with insights from rough punishment by communities suffered by Hutchison/Three networks, Kryptonite locks, Mazda, the Philippines Government, etc. Fully indexed, impeccably researched with documented sources, offering over 50 current business examples and over a dozen case studies, Communities Dominate Brands is a hands-on practical business handbook on how to adjust marketing to deal with communities. With tools such as the Four C's and Reachability, the authors provide a competitive head-start to all who want to achieve customer satisfaction and return business in the 21st century.

Download or read book Emerging Perspectives on the Mobile Content Evolution written by Aguado, Juan Miguel and published by IGI Global. This book was released on 2015-09-21 with total page 467 pages. Available in PDF, EPUB and Kindle. Book excerpt: In less than a decade, mobile technology has revolutionized our cultures, societies, and economies by impacting both personal and professional aspects of human life. Mobile technology has therefore become the fastest diffusing technology in history, expanding and transforming existent possibilities by making technology accessible and ubiquitous. Emerging Perspectives on the Mobile Content Evolution seeks a better understanding of the centrality of mobile content in the recent and coming evolution of both the ICT ecosystem and the media industry. This publication appeals to a broad audience within the interdisciplinary field of media studies, covering topic areas such as journalism, marketing and advertising, broadcasting, information management, media management, media economics, media- and technology-related public policies, media sociology, audience/consumption studies, and arts. This publication presents a multi-disciplinary discussion through a collection of academic chapters covering topics such as mobile communications and entrepreneurship, reflection on wearables and innovation, personal and mobile healthcare, mobile journalism and innovation, and behavioral targeting in the mobile ecosystem.

Download or read book Mobile Media written by and published by Alan Moore. This book was released on with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Brand Relevance written by David A. Aaker and published by John Wiley & Sons. This book was released on 2011-01-25 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

Download or read book All Edge written by Clay Spinuzzi and published by University of Chicago Press. This book was released on 2015-03-17 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt: Work is changing. Speed and flexibility are more in demand than ever before thanks to an accelerating knowledge economy and sophisticated communication networks. These changes have forced a mass rethinking of the way we coordinate, collaborate, and communicate. Instead of projects coming to established teams, teams are increasingly converging around projects. Spinuzzi offers for the first time a comprehensive framework for understanding how these new groups function and thrive. His rigorous analysis tackles both the pros and cons of this evolving workflow and is based in case studies of real all-edge adhocracies at work. His provocative results will challenge our long-held assumptions about how we should be doing work.

Download or read book Wearable Technologies Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-04-06 with total page 1602 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advances in technology continue to alter the ways in which we conduct our lives, from the private sphere to how we interact with others in public. As these innovations become more integrated into modern society, their applications become increasingly relevant in various facets of life. Wearable Technologies: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on the development and implementation of wearables within various environments, emphasizing the valuable resources offered by these advances. Highlighting a range of pertinent topics, such as assistive technologies, data storage, and health and fitness applications, this multi-volume book is ideally designed for researchers, academics, professionals, students, and practitioners interested in the emerging applications of wearable technologies.

Download or read book Mobile As 7th of the Mass Media written by Tomi T. Ahonen and published by . This book was released on 2008 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the subtitle of Cellphone, Cameraphone, iPhone, Smartphone, Tomi's latest book takes readers to a journey of the most advancedcontent and media services deployed on mobile phones in the mostadvanced mobile telecoms countries such as Japan, South Korea, HongKong, Finland etc. He goes through the taxonomy of the seven massmedia, with an emphasis of what lessons can be learned when newermedia were introduced. These lessons he applies now to the 7th media, mobile, with compelling arguments for why just copying television, newspaper or internet content to mobile is not enough. The book starts by setting the stage by examining the overall industryand the consumers of mobile content in four chapters. Next Tomidevotes two chapters into explaining how to build compelling contentto mobile, and exploding the myths of the limitations of supposedlytoo small keypad and tiny screen. In the book he then devotes achapter each to the most promising early media content types: music, gaming, TV, internet, advertising and social networking. Tomi explainswhat works and what doesn't when deploying content to the mobile. Healso includes a chapter on SMS text messaging.In the book Tomi expands his 5 M's mobile service theory to 6 M's. Hediscusses the seven unique benefits of mobile as a mass media channel, and he discusses how mobile phones have evolved through the 8 C's. Heconcludes the book with essays on related matters such as disruptivefactors now creating new opportunities, and a chapter on discussingwhy the American industry lags the rest of the world in mobiletelecoms. Like Tomi's previous books with us (Communities Dominate Brands, co-authored with Alan Moore and Digital Korea, co-authored with JimO'Reilly) Mobile as 7th of the Mass Media is also a hardcover book, which runs 322 pages and is packed with 16 case studies, up-to-the-minute statistics, end-user analysis, and real worldexamples. The book is in production and will be available in bookstores soon. Weare currently taking pre-orders for the book. We also will sell thisbook in bulk orders at a discount for those who may consider it as acorporate gift for example or for in-house t

Download or read book Mobile as the 7th Mass Media written by and published by Alan Moore. This book was released on with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Category Creation written by Anthony Kennada and published by John Wiley & Sons. This book was released on 2019-10-08 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for..." There is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There’s no better strategy that results in faster growth and higher valuations for the company on top. Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the “customer success” category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn’t yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them. · Identify the “go” and “no go” signals for category creation in your business · Activate customers and influencers as brand ambassadors · Grow a community by investing in live events and experiences · Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.

Download or read book Branded Entertainment written by Jean-Marc Lehu and published by Kogan Page Publishers. This book was released on 2007-03-03 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branded Entertainment explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media. Citing examples from film to music video, to computer games, the author explains the: history and development of product placement; advantages of this form of brand advertising; and methods employed by different brands Most importantly, Branded Entertainment discusses the future possibilities for using this form of promotion to recreate an emotional connection with customers and exploiting the opportunities afforded by advances in technology to spread the message across multimedia channels.

Download or read book Customers First Dominate Your Market by Winning Them Over Where It Counts the Most written by Bolivar J. Bueno and published by McGraw Hill Professional. This book was released on 2012-04-13 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: “B.J. Bueno and his team at The Cult Branding Company respect and understand what so many strategists miss: before we can be experts on product, sales, or the market, we must fi rst be experts on human nature. They have a proven track record of building healthy, sustainable businesses for some of the best brands in the world—using the very process outlined in this book.” —BERT JACOBS, chief executive optimist, The Life is good Company “B.J. Bueno yet again deftly captures the essence of what is required to build and sustain a great brand. If you want to attract and retain highly profi table “brand lovers” rather than stalk new customers, then carefully read this book. B.J. wisely outlines why this is vital and importantly, how to actually do it in today’s marketplace! —DARRYL “DC” COBBIN, president, Brand Positioning Doctors, and former VP of Marketing, 20th Century Fox “Customers First tells the truth. I got a shiver up my back reading this book: What if my competitors read this and follow B.J.’s advice? I don’t care what size business you run, you could and should do exactly as this book instructs. As I was reading, I kept thinking of ways to get my customers to tell me how to be better.” —DAVID RATNER, owner, Dave’s Soda and Pet City MASTER THE SCIENCE OF MARKET DOMINATION... Brand Lovers are the best of your best customers. They power Harley-Davidson to the top of the enthusiast motorcycle market; they’re the core of Apple’s dominant position in portable devices; and they’re the reason why no other premium grocery chain can take a bite out of Whole Foods’ market share. Customers First, by top branding strategist B.J. Bueno, shows how your business will achieve this level of extreme customer loyalty through Brand Modeling, the objective and scientific analysis of your organization’s performance across a wide range of situations. An accurate Brand Model will arm you with hard data to pinpoint and engage your brand’s most passionate customers—and give you an action plan for inspiring and empowering these Brand Lovers to be your most effective evangelists. Much more than a summary of who you are and what you do, a Brand Model maps your business’s DNA to help you build an unbeatable competitive advantage. Through examples of real-world success stories—among them, IKEA, Nike, Coca-Cola, apparel upstart The Life is good Company, Starbucks, and Southwest Airlines—and a detailed sample case study that shows effective Brand Modeling practices in action, Customers First delivers strategic insights and proven techniques for you to: Differentiate your products in ways that are meaningful to your best customers Drive growth by creating brand extensions that are a natural fit with your existing products Significantly improve marketing ROI by avoiding customers not interested in your brand Visually and verbally communicate brand values that resonate with your best customers Brand Modeling evolves the current state of marketing to a new level of sophistication. In Customers First, B.J. Bueno shows how to use this critical tool to eliminate guesswork from your marketing efforts and focus more clearly on understanding (and pleasing) your most valuable ally in the battle for market dominance: The Brand Lover. B.J. BUENO is founder and managing partner of The Cult Branding Company, the premiere Brand Modeling and consumer insight research firm. He is a board member of the Retail Advertising and Marketing Association and a member of the Chief Marketing Officers board for international retailers.

Download or read book Photojournalism and Citizen Journalism written by Stuart Allan and published by Routledge. This book was released on 2017-06-26 with total page 656 pages. Available in PDF, EPUB and Kindle. Book excerpt: If everyone with a smartphone can be a citizen photojournalist, who needs professional photojournalism? This rather flippant question cuts to the heart of a set of pressing issues, where an array of impassioned voices may be heard in vigorous debate. While some of these voices are confidently predicting photojournalism's impending demise as the latest casualty of internet-driven convergence, others are heralding its dramatic rebirth, pointing to the democratisation of what was once the exclusive domain of the professional. Regardless of where one is situated in relation to these stark polarities, however, it is readily apparent that photojournalism is being decisively transformed across shifting, uneven conditions for civic participation in ways that raise important questions for journalism’s forms and practices in a digital era. This book's contributors identify and critique a range of factors currently recasting photojournalism's professional ethos, devoting particular attention to the challenges posed by the rise of citizen journalism. This book was originally published as two special issues, in Digital Journalism and Journalism Practice.

Download or read book Digital Forensics for Handheld Devices written by Eamon P. Doherty and published by CRC Press. This book was released on 2012-08-17 with total page 335 pages. Available in PDF, EPUB and Kindle. Book excerpt: Approximately 80 percent of the worlds population now owns a cell phone, which can hold evidence or contain logs about communications concerning a crime. Cameras, PDAs, and GPS devices can also contain information related to corporate policy infractions and crimes. Aimed to prepare investigators in the public and private sectors, Digital Forensics

Download or read book Web 2 0 Based E Learning Applying Social Informatics for Tertiary Teaching written by Lee, Mark J.W. and published by IGI Global. This book was released on 2010-07-31 with total page 518 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book deals with Web 2.0 and how social informatics are impacting higher education practice, pedagogical theory and innovations"--Provided by publisher.

Download or read book To See and Be Seen written by T. J. Thomson and published by Rowman & Littlefield. This book was released on 2019-10-15 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt: Whether inscribed in physical media, projected on surfaces, or viewed on digital devices, we find ourselves constantly inundated with streams of visual data. Yet, we know surprisingly little about how these images are made, especially in journalistic contexts where representations are long-lasting and where repercussions can be dramatic. To See and Be Seen considers some of the ideological, aesthetic, pragmatic, institutional, cultural, commercial, environmental, and psychological forces that consciously or otherwise shape the production of news images and subsequently influence their reception. T. J. Thomson examines the expectations, experiences, and reactions of those depicted by visual journalists and considers other relevant factors: how do everyday people perceive cameras and those who operate them? How are identities visually represented and presented to different audiences? And how does the physical and the socially constructed environment shape those depictions? The results of Thomson’s research provide one of the first empirical and real-time glimpses into the experience of being in front of a journalist’s lens. To See and Be Seen enables us to understand the stories behind images by considering the environment in which such images are made, the exchange (if one occurred) between the camera-wielding observer and the observed, the identities of both parties, and how they react to the representations that are created. To See and Be Seen is the winner of the National Communication Association’s 2020 Diane S. Hope Book of the Year Award. NCA reviewers called the book “a signature achievement in understanding the process of media production and the ethics of photojournalism.”

Download or read book The Second Machine Age Work Progress and Prosperity in a Time of Brilliant Technologies written by Erik Brynjolfsson and published by W. W. Norton & Company. This book was released on 2014-01-20 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: A New York Times Bestseller. A “fascinating” (Thomas L. Friedman, New York Times) look at how digital technology is transforming our work and our lives. In recent years, Google’s autonomous cars have logged thousands of miles on American highways and IBM’s Watson trounced the best human Jeopardy! players. Digital technologies—with hardware, software, and networks at their core—will in the near future diagnose diseases more accurately than doctors can, apply enormous data sets to transform retailing, and accomplish many tasks once considered uniquely human. In The Second Machine Age MIT’s Erik Brynjolfsson and Andrew McAfee—two thinkers at the forefront of their field—reveal the forces driving the reinvention of our lives and our economy. As the full impact of digital technologies is felt, we will realize immense bounty in the form of dazzling personal technology, advanced infrastructure, and near-boundless access to the cultural items that enrich our lives. Amid this bounty will also be wrenching change. Professions of all kinds—from lawyers to truck drivers—will be forever upended. Companies will be forced to transform or die. Recent economic indicators reflect this shift: fewer people are working, and wages are falling even as productivity and profits soar. Drawing on years of research and up-to-the-minute trends, Brynjolfsson and McAfee identify the best strategies for survival and offer a new path to prosperity. These include revamping education so that it prepares people for the next economy instead of the last one, designing new collaborations that pair brute processing power with human ingenuity, and embracing policies that make sense in a radically transformed landscape. A fundamentally optimistic book, The Second Machine Age alters how we think about issues of technological, societal, and economic progress.

Download or read book Global Branding Breakthroughs in Research and Practice written by Management Association, Information Resources and published by IGI Global. This book was released on 2019-07-05 with total page 969 pages. Available in PDF, EPUB and Kindle. Book excerpt: To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Branding: Breakthroughs in Research and Practice provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.