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Meta-Luxury: Brands and the Culture of Excellence Meta-Luxury: Brands and the Culture of Excellence Meta-Luxury: Brands and the Culture of Excellence
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Branding 123

By Barry Silverstein

123 eGuides

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  Need a simple guide to make your brand remarkable? Branding 123: Build a Breakthrough Brand in 3 Proven Steps, an eBook by industry expert and senior Brandchannel.com contributing writer Barry Silverstein, provides concise tips, case studies, and steps to building a breakthrough brand. In 38 pages, learn how to (1) build a brand positioning statement, (2) build a brand identity, and (3) build a brand marketing plan. Everything from naming, packaging, brand faliures, making your brand "stick," to effective leadership is covered so that small business owners can understand the basics of creating and maintaining a brand that matters.


 

The Branded Mind

By Erik du Plessis

Kogan Page

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  Those interested in emotional branding take note. The Branded Mind provides an in depth and contemporary analysis of how people think, and how that relates to branding. De Plessis describes consumer behavior, emotions and moods, decision-making, market segmentation, and brand strategy in the context of science and philosophy. This not an easy read, but those in search of a rich and comprehensive understand of neuromarketing should look no further.


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Brand Identity Essentials

By Kevin Budelmann, Yang Kim, and Curt Wozniak

Rockport

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  This comprehensive text serves as a “one-stop reference for connecting visual design elements for logos to branding concepts.” The book features 100 design principles that are eye-catching, concise, varied, and full of example. Among a sea of brand identity literature, Brand Identity Essentials stands out through its organization, creativity, and practical explanations of design principles. Great for professionals, students, visual junkies, and brand managers.


 

How Cool Brands Stay Hot

By Joeri Van den Bergh and Mattias Behrer

Kogan Page

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  Two Gen Y experts come together to reveal how to connect with this marketing savvy generation. In How Cool Brands Stay Hot, several years of research, interviews with global marketing executives, and consumer behavior studies combine to give you “a timely and necessary resource” for anyone in the marketing biz. The book dispels commonly held myths, analyzes case studies of success and failure, and puts forth a CRUSH model to build a better Gen Y brand.


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Look at More

By by Andy Stefanovich

Jossey-Bass

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  Logical thinkers beware, Andy Stefanovich has released his first book, Look at More, detailing how companies can drive innovation, growth, and change. As the Chief Curator and Provocateur at Prophet, Stefanovich is known as one of the most disruptive and effective advisors in business. He identifies the five M’s: Mood, Mindset, Mechanisms, Measurement, and Momentum, as the main effectors of innovation within an organization. Offering in-depth analysis of each M through case studies, ideas, and exercises, this book serves as a guide to “real business transformation.”


 

Chasing Youth Culture and Getting It Right

By Tina Wells

Wiley

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  Wells explores how brands can profit by tapping today’s most powerful trendsetters and tastemakers — the Millennial generation — without getting caught in the trap of trying to appear hip and cool (and damaging the brand). The strategy she prefers is to market not to age, but to mind-set, and to be cognizant of this generation’s tribes: the Wired Techies, the Conformist (but somewhat paradoxical Preppies), the Always Mellow Alternatives, the Cutting Edge Independents and more.


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The New Rules of Green Marketing

By Jacquelyn Ottman

Greenleaf Publishing

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  Confused on how to differentiate in the green marketplace? You’re not the only one. Jacquelyn A. Ottman, a leading voice and renowned consultant in the field, gives readers valuable insight and 20 new rules on how to brand their products as sustainable. Experts say “Jacquelyn doesn't just have her finger on the pulse of green marketing, she is the pulse.” Ottman will first convince you that sustainability is a crucial value for the upcoming generations, and then advise you on how to market appropriately. Anyone interested in the topic, especially business owners, should use this as a guide to navigate the ubiquitous green sphere.


 

The Creative Business Idea Book

By Euro RSCG Worldwide

Smallwood & Stewart

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  With the goal of celebrating “ten years of breakthrough thinking,” this book aims to show the impact of creative strategy on companies and inspire a new generation of talent. Drawing on cases from around the globe, the book challenges advertisers and business leaders to rethink how business is done. The core sections include Unleashing Human Viruses, Reinvigorating Businesses and Brands, Thinking Bigger Than the Business, Targeting the New Consumer, and Compelling Change.


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Advertising by Design

By Robin Landa

Wiley

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  This is the second edition of Landa’s book, subtitled “Generating and Designing Creative Ideas Across Media.” Greatly expanded, it aims to be the definitive text on creative concept generation and designing for advertising and marketing. The approach to generating and designing creative integrated media advertising for brands, organizations and causes encompasses brand-building through engagement, community building, added value and entertainment.


 

Marketing to the New Majority

By David Burgos and Ola Mobolade

Palgrave Macmillan

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  Burgos and Mobolade analyze and describe the postracial marketplace by looking at the implications of the dramatic 2010 US Census results, and provide practical guidelines for how marketers can reach diverse consumer populations. Their advice: go beyond race and ethnicities to appeal to similarities. New technologies and the rise of social media, along with a dizzying array of media choices, allow marketers to target affinity groups and interest-based communities more efficiently than ever.


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Tell to Win

By Peter Guber

Crown Business

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  There's a reason why Tell to Win has been a best-seller since it was published on March 1st. He's the chairman and CEO of Mandalay Entertainment, and a veteran producer of films that have earned over $3 billion worldwide and racked up more than 50 Academy Award Nominations - including his latest project, The Kids Are All Right. With box office hits including The Color Purple, Midnight Express, Batman and Flashdance to his credit, Guber knows a thing or two about branding and marketing. But don't believe us - Tony Hsieh, the founder and CEO of Zappos.com, who sold his company to Amazon and presumably doesn't need to read books on business and marketing, also gives it a rave review on its Amazon page.


 

On-Demand Brand

By Rick Mathieson

AMACOM

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  Call it the digital generation. The iPhone-toting, Facebookhopping, Twitter-tapping, I-want-what-I-want, how-I-wantit generation. By whatever name, marketers are discovering that connecting with today's elusive, ad-resistant consumer means saying goodbye to 'new media', and hello 'now media'. Featuring exclusive insights and inspiration from today's top marketers as well as lessons from some of the world's most successful digital marketing initiatives, this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention! before the audience hits the snooze button.


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Insidious Competition

By Richard Telofski

iUniverse

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  Richard Telofski’s Insidious Competition: The Battle for Meaning and the Corporate Image tackles the latest problem facing brand imaging in the business world: how the advent of social media has fundamentally changed the nature of corporate competition. Telofski highlights a different type of social threat—what he calls “atypical” or “nontraditional”—presented by bloggers, trash talkers, “reality benders,” “digital pirates” and “culture jammers.” A company’s newest adversaries are not to be found in the marketing department of a rival business, but instead, he argues, online. These newcomers are just as clever and powerful as traditional competitors, and their method of attack is semantic. Telofski offers a counter-attack against these threats, with specific strategies and tactics for combating each different category of social media participant. While coming across as slightly paranoid, Telofski pinpoints several key areas where cracks in a company’s image can appear. He has a firm handle on the nature of online conversation, and his advice would serve any brand well in this digital age. –Caroline Smith


 

The Experience Effect

By Jim Joseph

AMACOM

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  Joseph brings his experience working with brands including Kellogg’s, Kraft, Cadillac, Tylenol and Wal-Mart to the forefront in this look at how integrated marketing must connect the dots between the brand image and the customer’s needs. With a minimum of jargon, he brings fresh thinking (and common sense) to invigorating the brand experience with a variety of tried-and-tested examples. From understanding a brand’s target audience to creating touchpoints to connect with consumers on an emotional level, Joseph links market research with how customers buy. As he notes, “Your marketing message, advertising, sales approach, website, Facebook presence, logo, packaging—these are the pieces of the puzzle that fit together as a seamless, compelling whole to create a consistent ‘experience effect.’ (Or, all too often, they just don’t come together.)”


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Behind the Cloud

Edited by Marc Benioff

Jossey-Bass

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  Let’s start with the bad news: Unfortunately for Marc Benioff, CEO of salesforce.com and author of Behind the Cloud, many people find the title to his book misleading. Although the back cover states that salesforce.com defines “itself as the leader of the cloud computing revolution,” there is in fact relatively little about cloud computing within the pages. Now the good news: The book is otherwise very informative, and offers straightforward advice on how to grow a company using brand engagement, innovation, philanthropy, and communication. With his 111-play “Playbook,” Benioff logically and comprehensively details how to build a successful brand with sections titled, for example, “Play #22: Engage the Market Leader” and “Play #57: Let Your Customers Drive Innovation.” Sure, some of the advice may be hackneyed, “Play #3: Believe in Yourself,” but the book is not a repackaged collection of thinly disguised maxims, as many books in this genre are. That alone deems it an accomplished book – that just happens to be written by an accomplished man,


 

All Customers Are Irrational

By William J. Cusick

AMACOM

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  This is another marketing book about the human subconscious, yet this one offers a focus on the importance and financial prudence of retaining existing customers over engaging new ones. Mr. Cusick goes on to explain why satisfaction surveys are meaningless (customers won’t tell you the truth) and how the truth in consumer thinking lies not in their words but in their behaviors. As Mr. Cusick writes in the introduction, “The truth is, we don’t think the way we think we think.” The subconscious isn’t about rational thought, but emotions, and understanding emotional intelligence—when dealing with consumers and employees—is the key to successful marketing and branding. It’s not about thoughts because emotions truly dictate behavior. Sound repetitive? It is. And so is this book. There’s another truth.


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Trust Agents

Edited by Chris Brogan and Julien Smith

Wiley

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  Trust Agents, by Chris Brogan and Julien Smith, explores how to employ techniques that leverage social media as a communication venue, and not a sales floor. From establishing a brand as a “known good” to dealing with negative feedback, it combines the best in old-school respect, business savvy and etiquette with modern-day technology, social platforms and consumer behavior.


 

The Shift: The Transformation of Today’s Marketers into Tomorrow’s Growth Leaders

By Scott M. Davis

Jossey-Bass

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  We live in transformative times, and never has there been a better environment in the branding industry than now for books like The Shift, which offers readers an analytical and factual account of the past and present alongside advice on how to navigate the future. Author Scott M. Davis, a senior partner at Prophet and adjunct professor at Northwestern University, argues that the future belongs to nimble organizations that empower CEOs and CMOs by having them work closely with marketers to galvanize networks, spur innovation, inspire sophisticated marketing approaches and, finally, implement a vision that makes the customer the focus of business strategies. Though the complex graphs tend to overwhelm, the prose is direct, and the examples are poignant and educational—a fine mix of insights and lessons to encourage growth.


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A Fine Line: How Design Strategies Are Shaping the Future of Business

By Hartmut Esslinger

Jossey-Bass

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  A Fine Line, by Hartmut Esslinger, explores the unholy alliance of creative design and practical business. And it’s surprisingly soulful. The book draws on Esslinger’s wisdom as an accomplished professional—he’s the founder of frog design—and a thoughtful person. Its meticulous and relevant insights—citing real world examples and companies—on everything from innovation and industrial-cultural colonialism to originality and manufacturing plants, offer branding enthusiasts a unique understanding of how design influences the entire production process and beyond.


 

Passion Brands

By kate newlin

prometheus

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  In Passion Brands, author Kate Newlin explores a phenomenon branding industry enthusiasts can’t always explain. As the field of behavioral economics intensifies, experts are beginning to isolate the motivations behind consumer perspectives and purchases. Newlin insightfully explores just how passion brands such as Fresh Direct, IKEA, Apple and Red Bull—among many others—have become part of individual purchasing routines, society and culture.


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Emotionomics: Leveraging Emotions for Business Success

By Dan Hill

Kogan Page

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  Emotionomics: Leveraging Emotions for Business Success analyzes important breakthroughs in brain science and facial coding to inform author Dan Hill’s compelling conclusions and insights on storytelling, sensory payoff, defusing skepticism and other branding essentials. A blend of psychological lessons and industry applications, Emotionomics bridges the humanity of the heart and the logic of the mind in an artful and skilled discourse on the business of life.


 

Brand Digital

By Allen P. Adamson

Palgrave Macmillan

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  In BrandDigital, author Allen P. Adamson writes, “It used to be said that a brand was what people said about you when you weren’t in the room. These days a brand is what’s said when you’re not online.” A poignant observation, which leads to the major point of this book: in today’s digital age everything—and nothing—has changed. Indeed, with today’s skeptical and savvy consumers, a book like this is a welcome guide to understanding how people, technology and brands create a very real perception.


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The Global Brand

By Nigel Hollis

Palgrave Macmillan

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  In The Global Brand: How to Create and Develop Lasting Brand Value in a World Market Nigel Hollis confronts the dilemma all brands must tackle when going global: how to communicate a cohesive, international brand strategy to people who view the world differently. By examining mega-brands from Coca-Cola and Pampers to Nokia and Google, Hollis explores the importance of authenticity, innovation and engaging complex cultures to establish relationships with local demographics.



 

Ad Women:

By Juliann Sivulka

Prometheus Books

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  Ad Women: How They Impact What We Need, Want and Buy by Juliann Sivulka, tells the story of women and the ad business, and that of all people—how we become empowered by respect, independence, and confidence. From the early 20th century when agencies first hired women to learn how to sell to women, to modern million-dollar ad firms run by female executives, this book explains how women brought style and substance to both a business and a nation.


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The Nature of Marketing: Marketing to the Swarm as well as the Herd

By Chuck Brymer

Palgrave Macmillan

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  In The Nature of Marketing: Marketing to the Swarm as well as the Herd Chuck Brymer, President and CEO of DDB Worldwide, unpretentiously explains how digital communities are changing the way people communicate and interact with brands.

From targeting influencers and analyzing blogstorms to grooming brand attributes and developing conviction, Brymer explores the opportunities and hazards endemic to social networks, modern technologies, and swarm and herd behaviors.



 

Branding Only Works on Cattle

By Jonathan Salem Baskin

Business Plus

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  It is a little disconcerting to pick up a book that claims to dispel hackneyed branding techniques and clever gimmicks, and then offers up a title like, Branding Only Works on Cattle: The New Way to Get Known (and drive your competitors crazy). Yet, author Jonathan Salem Baskin provides an interesting read as he attempts to frame his point that "Most branding is a waste of money" by exploring case studies such as Burger King's creepy King and arguing about what "branding" really means.


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Habit: The 95% of Behavior Marketers Ignore

By Neale Martin

FT Press

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  In, Habit: The 95% of Behavior Marketers Ignore, Neale Martin explains how consumer response is guided by the subconscious mind. Martin provides a practical guide to the human psyche and the behaviors that form a habit: discovery, purchase, and use. From analyzing neurons in scientific experiments to broad theories regarding advertising campaigns, this book explores the psychology of consumers without reducing them to brainless purchasing machines.


 

Marketing Metaphoria

By Gerald Zaltman and Lindsay Zaltman

Harvard Business School Press

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  Perhaps the most effective way to communicate complicated thoughts, ideas, or emotions is through metaphor. And metaphors are part of that complicated soup of memories, fears, and sanctuaries known as the subconscious—that abyss of the brain coveted by branders, marketers, and advertisers across the globe. In Marketing Metaphoria authors Gerald and Lindsay Zaltman delve into the "deep metaphors" that influence human, and consumer, behavior. By tracing the roots of the unconscious mind to the seeds of the "seven giants" of deep metaphors—balance, transformation, journey, container, connection, resource, and control—the authors provide a psychological map for industry experts who truly wish to explore insightful and innovative ways to reach consumers.


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The Complete Idiot's Guide to Guerrilla Marketing

By Susan Drake and Colleen Wells

Alpha

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  With a sluggish economy, businesses are looking for new and cheaper ways to promote themselves and market their products. Given that scenario, The Complete Idiot's Guide to Guerrilla Marketing could not have arrived at a better time. Authors Susan Drake and Colleen Wells deftly explore the basics from defining and appealing to target audiences to exploiting the many assets of viral marketing and the Internet—all while avoiding the pitfalls of misdirected resources and bad buzz. The "It Worked for Them" sections provide real-life examples of companies and people that have effectively utilized the low-to-no costs marketing strategies, as the chapters logically introduce and build upon the concepts and knowledge points needed to successfully guerrilla market in a cluttered and competitive business battlefield.


 

Branding Your Business

By James Hammond

Kogan Page

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  As the title indicates, this book is for business owners who wish to develop their brand. Branding Your Business provides a comprehensive analysis of branding from its very basics to the industry's more complex, psychoanalytical nuances. By building on the fundamentals, author James Hammond creates a coherent argument regarding the components and benefits of branding for independently owned businesses that don't necessarily have the financial resources to hire outside experts. From simple advice on telephone etiquette to branding strategies that cater to the five human senses, this book demonstrates—with the help of questionnaires, quotes, images, and real-life case studies—how and why branding can work for everyone who is honest with themselves, their employees, and their customers.


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Graphic Design: The New Basics

By Ellen Lupton and Jennifer Cole Phillips

Princeton Architectural Press

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  In the foreword to Graphic Design: The New Basics, the authors clearly designate their intended audience: "This is a book for students and emerging designers, and it is illustrated primarily with student work, produced within graduate and undergraduate design studios." Yet the scope of the book is expansive, and takes a compelling look at the evolution of modern day graphic design, beginning with Germany's Bauhaus school in the 1920s to works from contemporary young and gifted design students from rural America to China, India, Japan, and the Caribbean. The material focuses on building ideas and connections around two-dimensional design by offering chapters that explore point, line, plane, scale, texture, framing, layers, grid, and several other important concepts essential to intriguing and communicative design.


 

Taking Brand Initiative

By Mary Jo Hatch & Majken Schultz

Jossey-Bass

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  Brands often perish because they lose sight of who they are and how others perceive them. In Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding, authors Mary Jo Hatch and Majken Schultz provide an analysis of why corporate brands have trouble adjusting to change, and what they can do to capitalize on the opportunities that inherently arise in times of adversity. A brand identity complex can lead strong corporations into a lethal spiral of internal self-doubt and external mixed messaging. This book, however, addresses the steps corporate brands can take—from establishing brand equity to Vision-Culture-Image (VCI) alignment—to ensure that their brands remain robust, competitive, and firmly invested in the futures of their customers, employees, and stakeholders.


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Brand Risk: Adding Risk Literacy to Brand Management

By David Abrahams

Gower Publishing Company

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  Risk is unpredictable by nature, but without it success wouldn't be possible—or even interesting, for that matter. In Brand Risk: Adding Risk Literacy to Brand Management, David Abrahams delves into the murky realm of the unknown as it applies to branding and business. He explains how effective brands do not avoid risk, but find ways of determining acceptable levels of risk and navigating them to leverage their branding power, influence, exposure, and value. This book not only details the strategies behind risk literacy, but the attitude as well—an attitude that must be embraced not only by CEOs and managers, but the entire brand architecture.


 

What Is Branding?

By Matthew Healey

RoToVision

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  Many branding professionals share the experience of attending a social event and hearing, "So, you work in branding. That's like advertising, right?" Well, now there is a book to hand those people—What Is Branding?, by Matthew Healey. Despite its simplistic title, this book comprehensively explains what branding is and why it's essential to businesses. Healey delves into the five general components of branding: positioning, storytelling, design, price, and customer relationship. In addition to the well-written content, the book is filled with sturdy pages offering quality images and portfolios that visually reinforce the author's detailed explanations. (Feb-08, JT)


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Media Rules!: Mastering Today's Technology To Connect With And Keep Your Audience

By Brian Reich and Dan Solomon

Butterworth-Heinemann

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  As technology advances and—in theory—makes everything easier in our lives, it has become increasingly difficult for branding professionals to differentiate their brands from the crowds of competition. Today, more than ever, connecting with consumers saturated by an incessant flood of media competing for their attention is a significant challenge. Thankfully, authors Brian Reich and Dan Solomon are here to help. In Media Rules!: Mastering Today's Technology To Connect With And Keep Your Audience, they address every level of communication, from blogs and Google searches to face-to-face customer service and broad scale social leadership techniques. Goodbye public speaking class, it's a brave new world.


 

Nation Branding: Concepts, Issues, Practice

Edited by Keith Dinnie

Butterworth-Heinemann

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  From Iceland to Egypt, countries across the globe are capitalizing on the power of branding to promote the values indigenous to their respective heritages, cultures, economies, environments, ethnicities, and histories. Determining a candid national identity, however, is not a simple process. But, in Nation Branding: Concepts, Issues, Practice, author Keith Dinnie explains the complexities of nation branding in straightforward prose, supplementing each of the ten chapters with poignant and revealing case studies. Industry experts will learn how traditional strategies and concepts such as brand equity, competitive identity, and internal branding relate to the growing and compelling business of nation branding.


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