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Brand New: The Shape of Brands to Come

Author: Wally Olins

Publisher: Thames & Hudson

Published: 2014-04-22

Total Pages: 224

ISBN-13: 0500772037

The world’s leading practitioner of branding predicts the future of companies’ identities in an ever -changing marketing landscape What is the future for brands and branding? Does globalization mean that variety and individuality will be crushed out of existence by massive multinationals? Will everywhere and everything become similar, like the world of airports today? Or will there still be room for brands that thrive on being different? What about the impact of digital technology and increasing customer feedback through the internet and social media? What, in fact, do customers want? Today's businesses, in addition to thinking about price and authenticity, have to deal with corporate social responsibility. How does this affect the products and services we consume? How does it influence the way we feel about organizations? Are corporations here to maximize profits and grow, or to help society, or both? With the rapid rise of new markets in India, China, Brazil, and elsewhere, will new global brands emerge based around local cultural strengths and heritage? If so, what will this mean for the traditional dominance of brands based on Western cultural norms? Wally Olins's fascinating book looks at every aspect of the world of branding. With his customary flair and no-nonsense prose, he analyzes the problems facing today's organizations, criticizes corporate missteps, praises those companies who seem to be building and sustaining brands efficiently in our brave new world, and predicts the future of branding. No one interested in marketing, business, or contemporary culture will want to be without this book.

Wally Olins. Brand New

Author: Wally Olins

Publisher:

Published: 2014

Total Pages: 130

ISBN-13:

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Incisive, invigorating and visionary, this analysis of our fast-evolving global marketplace comes from the guru described by 'The Financial Times' as 'the world's leading practitioner of branding and identity'. No one interested in branding, marketing, business or contemporary culture will want to be without it.

Living Brands

Author: Constantinos Pantidos

Publisher: Lid Publishing

Published: 2018

Total Pages: 0

ISBN-13: 9781911498797

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"Successful brands are alive. They are able to activate the very forces of life because they embed our fundamental human motives, the evolutionarily preserved mechanisms that have helped people survive and thrive. Living Brands deciphers this source code of human behaviour and helps marketers, consumer insights managers, innovation managers, communication experts, designers, PR professionals and brand owners bring brands to life. Living Brands puts forward The Wheel of MotivesTM, a tool which goes beyond consumer psychology to establish the links between different disciplines and help practitioners create powerful brands and concepts, increase efficiency of consumer touchpoints, build narratives that engage consumers at a profound human level, and increase the chance of success for new products and new markets."--

How Brands Become Icons

Author: D. B. Holt

Publisher: Harvard Business Press

Published: 2004-09-15

Total Pages: 282

ISBN-13: 1422163326

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Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

What Great Brands Do

Author: Denise Lee Yohn

Publisher: John Wiley & Sons

Published: 2014-01-07

Total Pages: 278

ISBN-13: 111861125X

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Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

Wally Olins

Author: Wally Olins

Publisher:

Published: 2008

Total Pages: 112

ISBN-13: 9780500514085

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Here,Wally Olins sets out the ground rules for branding success in the 21st century, explaining why understanding the links between business, brand and consumer has never been more vital for commercial success, and reflecting the recent enormous changes in the branding world. It will be an essential purchase for everyone in advertising, marketing and business who needs to understand why the most successful brands in the world triumph by making insiders believe in them and consumers buy into them.

A New Brand World

Author: Scott Bedbury

Publisher: Penguin

Published: 2003-02-25

Total Pages: 244

ISBN-13: 9780142001905

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What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

Innovation in Advertising and Branding Communication

Author: Lluís Mas-Manchón

Publisher: Routledge

Published: 2020-10-07

Total Pages: 168

ISBN-13: 1000198278

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This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics

Building Better Brands

Author: Scott Lerman

Publisher: Simon and Schuster

Published: 2018-05-29

Total Pages: 297

ISBN-13: 1440331510

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Building Better Brands is the essential guide to creating and evolving brands. Leveraging three decades of brand consulting for legendary companies like Caterpillar, Harley-Davidson, 3M, Owens-Illinois, National Australia Bank, and American Express, as well as middle-market and new-media startups, Scott Lerman shares the processes and frameworks needed to build great brands. This book is for you if you're a CEO seeking to enhance your knowledge of the branding process, a marketing/communications specialist who wants to take a leadership role in advancing an organizations brand, a brand consultant who is striving to sharpen and extend your skills, or a student who wants to jump-start a career in branding. Whatever its starting point--market leader or struggling competitor--any organization that follows this step-by-step guide will end up with a better brand.

The Routledge Companion to Contemporary Brand Management

Author: Francesca Dall'Olmo Riley

Publisher: Routledge

Published: 2016-07-15

Total Pages: 617

ISBN-13: 1317751582

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The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.