[PDF] Brand Against The Machine eBook

Author : John Michael Morgan
Publisher : John Wiley & Sons
Page : 224 pages
File Size : 40,32 MB
Release : 2011-11-22
Category : Business & Economics
ISBN : 1118103521

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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.

Author : John Michael Morgan
Publisher : John Wiley & Sons
Page : 224 pages
File Size : 13,58 MB
Release : 2011-10-24
Category : Business & Economics
ISBN : 1118160339

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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.

Author : Austin McGhie
Publisher : Advantage Media Group
Page : 285 pages
File Size : 13,40 MB
Release : 2012
Category : Business & Economics
ISBN : 1599323273

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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.

Author : David A. Aaker
Publisher : John Wiley & Sons
Page : 400 pages
File Size : 16,36 MB
Release : 2011-01-25
Category : Business & Economics
ISBN : 0470613580

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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.

Author : Marc de Swaan Arons
Publisher :
Page : 319 pages
File Size : 23,40 MB
Release : 2010-09-16
Category : Advertising
ISBN : 9780615387086

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Today almost every marketer works on or competes against a global brandThink about it; only ten years ago things were very different. The Global Brand CEO is the first book to specifically focus on what it takes to win in global marketing. Building on over 20 years of practical experience, and having worked with the leaders of many of the world's most successful global brands, the authors present a simple framework and practical tools that will help every global marketer unlock the value of global brands and ready their organization for accelerated growth.The insights, vision and approach presented in this book are all practitioner endorsed. Some 45 of the world's most successful CMOs contributed with examples and case studies and the recommendations are backed by the findings of EffectiveBrands' proprietary Leading Global Brands study which includes contributions from over 250 global brands, 2,500 global marketing leaders, and 21,000 global marketers and their colleagues. The book includes case studies from Sony Ericsson, Johnnie Walker, Dove, HSBC, Coca-Cola, OMO, Starbucks, Dulux, Procter and Gamble, VISA, and GSK Consumer Healthcare

Author : Ryan North
Publisher : Machines of Death LLC
Page : 468 pages
File Size : 29,93 MB
Release : 2010
Category : Fiction
ISBN : 0982167121

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MACHINE OF DEATH tells thirty-four different stories about people who know how they will die. Prepare to have your tears jerked, your spine tingled, your funny bone tickled, your mind blown, your pulse quickened, or your heart warmed. Or better yet, simply prepare to be surprised. Because even when people do have perfect knowledge of the future, there's no telling exactly how things will turn out.

Author : Guy R. Powell
Publisher : Lulu.com
Page : 228 pages
File Size : 50,85 MB
Release : 2018-09-10
Category : Business & Economics
ISBN : 1483489213

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Marketing should be as simple as putting money into the marketing side of the machine and watching revenue spurt out the other side. But if your brand isn't what you'd like it to be, if your consumer's purchase cycle is complex or long lasting, or if your products and services don't lend themselves to being purchased online, you already know it's not that easy. Guy R. Powell, founder and president of ProRelevant, explores four critical dimensions that businesses must master to become best in class and stay best in class: - needs to be a machine. - needs to be agile. - needs to be prepared for the future. - must own the future. As marketing expands in complexity with more and more online and offline media choices, marketers must still deliver the highest revenue for the least cost with the highest level of certainty. Build the right measurement infrastructure and leverage the best information possible to profitably grow your business with Marketing Machine.

Author : Lee Siegel
Publisher : Random House
Page : 194 pages
File Size : 42,3 MB
Release : 2008-01-22
Category : Social Science
ISBN : 0385525664

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From the author hailed by the New York Times Book Review for his “drive-by brilliance” and dubbed by the New York Times Magazine as “one of the country’s most eloquent and acid-tongued critics” comes a ruthless challenge to the conventional wisdom about the most consequential cultural development of our time: the Internet. Of course the Internet is not one thing or another; if anything, its boosters claim, the Web is everything at once. It’s become not only our primary medium for communication and information but also the place we go to shop, to play, to debate, to find love. Lee Siegel argues that our ever-deepening immersion in life online doesn’t just reshape the ordinary rhythms of our days; it also reshapes our minds and culture, in ways with which we haven’t yet reckoned. The web and its cultural correlatives and by-products—such as the dominance of reality television and the rise of the “bourgeois bohemian”—have turned privacy into performance, play into commerce, and confused “self-expression” with art. And even as technology gurus ply their trade using the language of freedom and democracy, we cede more and more control of our freedom and individuality to the needs of the machine—that confluence of business and technology whose boundaries now stretch to encompass almost all human activity. Siegel’s argument isn’t a Luddite intervention against the Internet itself but rather a bracing appeal for us to contend with how it is transforming us all. Dazzlingly erudite, full of startlingly original insights, and buoyed by sharp wit, Against the Machine will force you to see our culture—for better and worse—in an entirely new way.

Author : Tracy Kidder
Publisher : Back Bay Books
Page : 222 pages
File Size : 34,54 MB
Release : 2011-08-23
Category : Computers
ISBN : 0316204552

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Tracy Kidder's "riveting" (Washington Post) story of one company's efforts to bring a new microcomputer to market won both the Pulitzer Prize and the National Book Award and has become essential reading for understanding the history of the American tech industry. Computers have changed since 1981, when The Soul of a New Machine first examined the culture of the computer revolution. What has not changed is the feverish pace of the high-tech industry, the go-for-broke approach to business that has caused so many computer companies to win big (or go belly up), and the cult of pursuing mind-bending technological innovations. The Soul of a New Machine is an essential chapter in the history of the machine that revolutionized the world in the twentieth century. "Fascinating...A surprisingly gripping account of people at work." --Wall Street Journal

Author : Dave Trott
Publisher : Harriman House Limited
Page : 190 pages
File Size : 13,22 MB
Release : 2021-02-09
Category : Business & Economics
ISBN : 085719836X

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“The wise man knows he doesn’t know. The fool doesn’t know he doesn’t know.” Lao Tzu “In the West they only respect experts. But the expert mind is the closed mind.” Shunryu Suzuki What’s the most important step in fixing a puncture? It isn’t jacking up the car, or taking the wheel off, or finding the puncture. There’s something more fundamental than any of those. Something without which you can’t even begin to fix a puncture. The most important step is finding out you’ve got a puncture. Without that you can’t do anything. Instead of saying, “It’s just a bit bumpy, must be the road,” and carrying on, you must acknowledge that something has changed and you don’t know what that is. If you don’t admit you don’t know what’s happening, you can never find out. If you don’t find out, you can never change it. The most important step, always, is admitting you don’t know. That’s the power of ignorance. In this latest collection of real-life stories, Dave Trott provides lessons about problem solving and creative thinking that can be applied in advertising, business, and the wider world. With his trademark wit, wisdom and critical eye, he shows how great problem solvers and creative thinkers are those who are not afraid to say “I don’t know.”