Brand enigma: decoding the secrets of your brand
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester
Wiley
c2008
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XVI, 328 S. |
| ISBN: | 9780470779606 |
Internformat
MARC
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| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Business names | |
| 650 | 4 | |a Corporate image | |
| 650 | 4 | |a Organizational effectiveness | |
| 650 | 4 | |a Creative ability in business | |
| 700 | 1 | |a Harvey, David |e Sonstige |4 oth | |
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Datensatz im Suchindex
| _version_ | 1804138490233880576 |
|---|---|
| adam_text | CONTENTS
Acknowledgements ix
Prelude: playing with brands xi
CHAPTER ONE: GETTING THE BEST FROM
THIS BOOK I
Brand redefined 6
How dreams and visions produce hard results 9
When dreams lose their magic 12
Discover the genius behind your brand 15
CHAPTER TWO: NIGHTMARES AND DREAMS:
THE NEW WORLD OF BRANDS 29
Welcome to the era of warp-speed change 34
Changing everything at Internet speed 37
Globalisation, fair trade and ethical business 39
An unstoppable chain reaction 40
Brands in the dock 41
The democratisation of power and influence 43
Brands that run riot 45
The evolving role of brands 50
Putting corporate values on the line 56
Contents
Seeing is believing: opening the doors of
perception 58
Dysfunctional brand management: the search
for a cure 62
CHAPTER THREE: ENDURING MYTHS, NEW
CHALLENGES AND REALITIES 67
Myth One: Brands are just about differentiation
in the marketplace 69
Myth Two: What you see is all you get 69
Myth Three: Brands only concern the marketing
department 70
Myth Four: Customers are the only brand
consumers that count 71
Myth Five: External research will tell you all
you need to know about your brand 72
Myth Six: You can bury the bad news 72
Myth Seven: With the internationalisation
of markets, it is easy for brands to act
globally 74
Challenge One: Do you confuse new
product development and innovation with
brand extension? 76
Challenge Two: Do you think that you are the
real owner of your brand? 76
Challenge Three: Is your brand development
two paces behind the competition? 78
Contents
Challenge Four: Do you still believe you have a
unique selling point? 78
The new rules of brand engagement 80
Rule One: Brands are too important to be left to
the brand manager 82
Rule Two: Brands need to be reviewed and
renewed 83
Rule Three: The leader is the brand 84
Rule Four: Brand reputation may not be easily
quantifiable, but it is a major asset 88
Rule Five: Your brand should be one of the
most important drivers of performance at every
level of the business 90
Rule Six: Get in touch with the genius
of the brand to discover its transformational
power 91
Get in touch with the current status of your
brand 93
CHAPTER FOUR: HOW THE BRAND DREAM
PROCESS TOOK SHAPE 95
Unravelling the brand enigma 99
Principle One: If you stay on the surface you will
never understand what lies underneath 100
Principle Two: Location, location, location - never
underestimate the magical power of place to
energise or demotivate the creative process 103
Contents
Principle Three: Use all your faculties, not
just your intellect, to see things in new
ways 104
Principle Four: Conventional methods produce
conventional results. Trust your intuition to
lead you where you need to go 113
Principle Five: If you are not enjoying yourself and
thinking intuitively, then you are not going to be
creative 116
Principle Six: Once you change the way you feel
about the whole brand experience, you can change
the way the brand behaves 118
The personal dividend 119
Stories with a point 121
CHAPTER FIVE: FITTING THE PIECES TOGETHER:
THE BRAND DREAM MODEL 123
An inclusive process for everyone from CEO to
floor sweeper 131
Raising the curtain on the brand dream event 133
Rediscovering the legacy and traditions of the
brand 134
The play s the thing 135
Brand behaviour and the personal connection 137
Phase Four-. The dream and the guiding principle
for brand development 139
A process that embeds the brand in the
organisational psyche 143
Contents
CHAPTER SIX: TAKING THE BRAND DREAM
MEDICINE 145
Polishing up a brand s diamond qualities 150
Building a multicultural consensus around a brand 155
First impressions of the brand dream model 157
Understanding brand chemistry of the brand 161
CHAPTER SEVEN: DECONSTRUCTING BRANDS:
A NEW WAY OF SUSSING OUT THE
COMPETITION 167
I had a dream . . . 171
Nike: best is never good enough 172
Virgin: the people s fearless champion 182
Lost and found: how Marks Spencer rediscovered
what made it great 188
Ryanair: come f. . . ly with me 195
What Google did next... 202
Tough choices at the BBC 210
Oxfam: BINGO with an awesome prize 217
Try it yourself 225
CHAPTER EIGHT: ENGAGING STAFF IN THE
EMPLOYER BRAND 227
The rise of employer branding 230
CHAPTER NINE: WEB THREATS AND
OPPORTUNITIES 255
Power to the people 257
Contents
CHAPTER TEN: AN INSPIRATIONAL APPROACH
TO INNOVATION 283
The blocks to effective innovation 287
The innovation tunnel: a trip into the unknown 299
Getting into the spirit of innovation 302
Why consumer boot camps turn up better answers 305
CHAPTER ELEVEN: RENEWING THE DREAM 309
Index 315
|
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV035225201 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T21:29:01Z |
| institution | BVB |
| isbn | 9780470779606 |
| language | English |
| lccn | 2008038615 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017031234 |
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| physical | XVI, 328 S. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Wiley |
| record_format | marc |
| spelling | Bruce, Duncan A. Verfasser aut Brand enigma decoding the secrets of your brand Duncan Bruce and David Harvey Chichester Wiley c2008 XVI, 328 S. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Branding (Marketing) Business names Corporate image Organizational effectiveness Creative ability in business Harvey, David Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017031234&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bruce, Duncan A. Brand enigma decoding the secrets of your brand Branding (Marketing) Business names Corporate image Organizational effectiveness Creative ability in business |
| title | Brand enigma decoding the secrets of your brand |
| title_auth | Brand enigma decoding the secrets of your brand |
| title_exact_search | Brand enigma decoding the secrets of your brand |
| title_full | Brand enigma decoding the secrets of your brand Duncan Bruce and David Harvey |
| title_fullStr | Brand enigma decoding the secrets of your brand Duncan Bruce and David Harvey |
| title_full_unstemmed | Brand enigma decoding the secrets of your brand Duncan Bruce and David Harvey |
| title_short | Brand enigma |
| title_sort | brand enigma decoding the secrets of your brand |
| title_sub | decoding the secrets of your brand |
| topic | Branding (Marketing) Business names Corporate image Organizational effectiveness Creative ability in business |
| topic_facet | Branding (Marketing) Business names Corporate image Organizational effectiveness Creative ability in business |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017031234&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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