Varemærker og branding

Brandingeksperten Martin Lindstrom, den moderne marketings Sherlock Holmes, har et blik for de detaljer, vi andre ikke bemærker. Han zoomer ind i stedet for ud og viser, hvordan man kan arbejde kvalitativt med data frem for kvantitativt. 300 dage om året tilbringer han som gæst i fremmede menneskers hjem verden over, hvor han roder i affaldsspanden, studerer mobilregningen, åbner køleskabet og rutineret graver sig vej gennem rodet i børneværelset. Disse detaljer, de små data, kan nemlig afsløre globale tendenser, de kan fortælle om drømme, vi ikke vidste, vi havde, eller de kan indeholde idéen til et produkt, ingen endnu havde opdaget, vi manglede.

Branding er en central ledelsesdisciplin, som binder organisationers interne og eksterne kommunikation sammen, og som bidrager til at skabe kultur og identitet blandt såvel ledere og medarbejdere som blandt brandets kunder og forbrugere. Branding. Teorier, modeller, analyse er funderet i semiotiske og narrative tilgange til branding, men inddrager også en række andre tilgange og modeller undervejs. Ud over en grundig introduktion og en lang række levende eksempler og historier rummer bogen kapitler om: brandarkitektur, corporate branding, storytelling, storytelling som ledelsesværktøj, co-branding, celebrity branding, brandpersonlighed, oplevelsesbaseret branding, place branding, online branding, employer branding, brand equity og brandets byggeklodser. Denne grundbog er skrevet til studerende på videregående uddannelser, især til bachelorniveau. Den er samtidig både læseværdig og relevant for mange praktikere, der arbejder med kommunikation, marketing, salg og branding. DENNE TITEL ERSTATTES AF BRANDING 2. UDGAVE 9788759323953

Alle forholder sig hele tiden på kryds og tværs til virksomheders gøren og laden. Så hvordan kan ledelsen bruge kommunikation til at skabe bedre forretning? Og hvordan kan ledelsen skære igennem de utallige forslag om synliggørelse, politisk indflydelse, forandringsprojekter, sociale medier og kampagner? At balancere i alt dette er den nye strategiske udfordring for topledelsen. Når forretningens kommunikerer giver ledelsen i det private og det offentlige håndfaste anvisninger til, hvordan den skaber strategier på områder, som traditionelt opfattes som "bløde". Bogens mange instruktive modeller og eksempler viser skarpe scenarier og giver råd til, hvordan kommunikationsprocesser kan løfte hele organisationen ved at: - skærpe brandretning og innovation - få sine politiske interesser og relationer udviklet - få succes med forandringer Jesper Højberg Christensen punkterer en række myter og udfordrer blandt andet de paradigmer, hvor man i virksomheden tænker medier i stedet for forretning, discipliner i stedet for integration og central styring i stedet for netværk og empowerment. Jesper Højberg Christensen blev udnævnt til adjungeret professor på CBS den 12. maj 2010. Læs et gratis kapitel fra Når forretningen kommunikerer .

Et corporate brand er et af de vigtigste aktiver i mange virksomheder. I denne bog har forfatterne Majken Schultz og Mary Jo Hatch i dialog med ledere fra verdensbrands som fx LEGO Gruppen, Novo Nordisk, Nissan og Johnson & Johnson udviklet en model, der kan vurdere, hvor gode virksomhederne er til at håndtere deres brand. Casehistorierne i Brug dit brand er rige, og hvert kapitel har sine egne cases til at illustrere pointerne. Corporate branding: en dynamisk ledelseopgave for det øverste ledelseslag Schultz og Hatch’ corporate brand-arbejde placerer ledelsesansvaret for brandhåndteringen på højeste niveau. Ikke i marketing og HR-afdelingen! Hver enkelt stakeholder: medarbejdere, kunder, leverandører og ”brandtilbedere” spiller en vigtig rolle, når det gælder om at definere betydningen og skabe værdien af det brand, der knytter alle stakeholdere til virksomheden. Majken Schultz og Mary Jo Hatch er helt overbeviste om, at samtænkning mellem vision, kultur og image er altafgørende for at få succes med sit brand: ”Hver eneste gang man får øje på et vellykket corporate brand, kan man konstatere en sammenhæng mellem det, virksomhe-dens øverste ledelse ønsker at opnå i fremtiden (dens strategiske vision), det, som virksomhedens medarbejdere ved eller tror på (nedfældet i dens kultur), og det, som de eksterne inte-ressenter forventer af eller forbinder med virksomheden (deres forskellige billeder eller image af virksomheden)… – jo større samhørighed mellem vision, kultur og image, desto stærkere bliver brandet”. Grundbog: overblik og præcis vejledning Brug dit brand er grundbogen, der giver ledere, virksomheder, reklame- og kommunikationsfolk – og alle andre interessenter – overblikket over corporate brandledelse. Bogen tegner både de store linier inden for corporate brand-udvikling og giver præcis vejledning til, hvordan ledere kan begynde den omfattende og aldrig afsluttede opgave at lede virksomhedens corporate brand.

Skab sit eget unikke personlige brand, og brug det til at få succes i jobbet og igennem hele karrieren. Bogen handler om personlig ledelse, branding og kommunikation. Den beskriver personlig branding som et socialt og individuelt fænomen i tiden, et centralt begreb i personlig ledelse og udvikling, samt en professionel disciplin med henblik på at definere, iscenesætte, kommunikere og lede sit brand. Bogen bygger bl.a. på forfatterens 101 personlige samtaler med forskellige danskere over 2 1/2 år, heriblandt med en række kendte erhvervsledere, politikere, kultur- og mediepersonligheder, kunstnere, musikere, forfattere, idrætsfolk og mange andre. Forfatterens hovedbudskaber er bl.a.: 1) Uanset hvem du er, hvad du beskæftiger dig med, samt hvor du er og på vej hen i din karriere, har du allerede et brand. Det er i spil lige nu, alle vegne og i alle relationer. Praktisk talt alt om og ved dig kommunikerer. Både din faglighed og personlighed. Alt hvad du siger, syner og gør. Dit brand er lige netop det, som andre tænker, mener og siger om dig, og den, som de hver især kender og husker dig for. Dit brand er de indtryk, du sætter, og de aftryk, du efterlader.2) Dit brand er i spil lige nu, i alle relationer og alle vegne – i dit job og igennem hele karrieren. Dit brand kan styrke dig og øge din værdi, men det kan omvendt også svække eller måske ligefrem bremse dig. Vil du selv tage ansvar for at skabe og få succes med dit unikke brand, eller tør du overlade noget så vigtigt til andre? Sat på spidsen: Vil du være hoved eller hale?3) Din rejse i personlig branding starter inden i dig selv. Du skal vælge din unikke vej. Den vej, du er mest tryg ved, og hvor du bedst kan være dig selv og i balance. Du skal sætte din person før dit brand. Du skal ikke kun blive noget, men også være nogen. Først når du vil og har det, skal du vise det. Ved at træde ind og brænde igennem på de forskellige scener i dit arbejdsliv.

Med velsmagende specialøl og unikke etiketter har det danske bryggeri Mikkeler fundet vej til ganer i hele verden. Danmark har en stolt og lang tradition for ølbrygning. Bogen om Mikkeller tilføjer et nyt og spændende kapitel i dansk ølbrygningshistorie. Det er en fortælling om et enestånde og autentisk brand, som har placeret Danmark i toppen af specialølproduktion i verden. Det hele begyndte hjemme i et køkken på Vesterbro i 2006, hvor skolelæreren Mikkel Borg Bjergsø sammen med en ven begyndte at eksperimentere med humle, malt og gær. I dag er Mikkeller et millionforetagende, der sælger til 50 forskellige lande verden over. I bogen udfoldes hele historien om Mikkellers rejse fra mikrobryggeri til verdenskendt brand.

Decoding Global Growth is your comprehensive guidebook, offering a roadmap to navigate the intricate landscape of global expansion.

Boeing Max 737's twin crashes, Volkswagen's Dieselgate scandal, worms in Cadbury's chocolates, cyanide in Tylenol, the #MeToo movement... In the past 24-48 hours, chances are you have read about a brand believed to have transgressed in some part of the world. These and other transgressions - real or perceived - plague company brands and, as in the case of the #MeToo movement, human brands, routinely and globally. And they often come with serious consequences: consumer injury, billions of dollars in recovery and restitution, legal nightmares, bankruptcy, and damage to the brand. Despite their universal prevalence, negative outcomes, and the justified media frenzy around their occurrence, in-depth, thorough, and critical reflections on brand transgressions are scarce. Consequently, barring the lens of some quick-fix solution, managers lack a precise understanding of how to handle such potentially explosive situations. Managing Brand Transgressions: 8 Principles to Transform Your Brand presents over 25 case studies of brands like Boeing, Cadbury, Dolce & Gabbana, Fox News, Maggi, Starbucks, Stoli Vodka, and Tylenol in countries such as USA, China, India, UK, Germany, Italy, Japan, and Latvia. Through these real-life stories, the book captures a snapshot of approximately 50 years of company responses to crises - some successful, some not - caused by brand transgressions. Most importantly, it provides managers with a roadmap of eight principles that companies must use to turn transgressions into opportunities and transform their brands from inside out. Thoroughly researched, gripping, and provocative, this book can guide a brand not only through its crisis but prevent it from becoming a dinosaur.

Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world.This handbook contains the most comprehensive and cutting-edge knowledge in the interactive marketing field. The 41 chapters that are divided into eight sections cover all aspects of contemporary interactive marketing realm, including social media and influencer marketing, big data and machine learning in predictive analytics, mobile marketing and proximity marketing, interactive digital marketing and Omnichannel marketing, AI, VR and AR in business applications. With a focal point on interactive marketing, this handbook takes a multidiscipline perspective, from new technology innovations, social media and platform application, economic and cultural impacts, social and psychological analysis, and management and information system.This book provides a timely and comprehensive textbook companion and/or course project resource for college educators and students used for variety of graduate and undergraduate marketing courses, such as Digital Marketing, Internet Marketing, Social Media Marketing, New Media Communication, Marketing Analytics and Marketing Management, etc. It offers valuable references for academic researchers who are interesting conducting and publishing in interactive marketing research. The state-of-art review and emerging new trends presented in the book are particularly useful for research idea generation and conceptual development. The book also putts forward insightful guidelines and practical tools for business management in the application of new interactive marketing strategies and applications in the real world practices.Chapter 41 ¿Ethical Considerations in Gamified Interactive Marketing Praxis¿ is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.

This edited volume explores how fashion brands deal with legacy by looking at the preservation of heritage and knowledge and how this builds a bridge to the future. Bringing together different reflections from the world of fashion, from gloves to virtual jewels, from luxury brand¿s digital narratives to historical contexts, each chapter offers a narrative that is contemporary, yet linked to historical contexts. With these narratives, the book reveals how innovation builds on heritage, and how locally rooted traditional techniques connect to contemporary global production. It illustrates how ancestral processes renew, encouraging us to produce and consume more responsibly. Split into three parts, the book firstly covers narrative and knowledge in different contexts before delving in to narrative, brand building and creativity with case studies. The final section centres on digital narratives with new consumers.Ultimately, this book demonstrates that multidisciplinary knowledge of the past is essential to the understanding of the contemporary.

What if you could fill your business with dream clients that naturally set you up for success? Enriched Marketing reverse-engineers ideal clients into the fabric of your business through innovative sales psychology and easy brand storytelling.

In a world where the first impression matters, and guest well-being takes center stage, this book, "Lavylites - The Future of Hotel Cosmetics," presents a revolutionary perspective on the significance and application of cosmetic products in the hotel industry. It is an exploration into the heart of hospitality, enriched with innovative ideas and forward-thinking concepts aimed at making every guest's stay an unforgettable experience.Within these pages, we unveil the latest trends and developments in hotel cosmetics, examining how Lavylites, an avant-garde cosmetic brand, is poised to transform the standards of the hospitality industry. From eco-friendly practices to personalized beauty solutions, this book sheds light on how Lavylites contributes to enhancing the hospitality experience while promoting sustainable practices.

"Brand Brilliance: Elevating Your Business Identity" is an indispensable guide that illuminates the path to creating a distinctive and impactful brand in the competitive landscape of the business world. This comprehensive resource is designed to empower entrepreneurs, marketers, and business leaders with the insights and strategies needed to build a brand that resonates with authenticity, captivates audiences, and stands the test of time.The book begins by demystifying the concept of branding, emphasizing its pivotal role as the face and voice of a business. It explores the fundamental elements of a brand, from defining the core values and mission to crafting a compelling brand narrative. Readers are guided through the process of identifying their unique value proposition and understanding the emotional connection that their brand should evoke in customers."Brand Brilliance" goes beyond theory, offering practical advice on creating a visual identity that communicates professionalism, consistency, and innovation. From logo design to color psychology, the book provides actionable insights into crafting a visual language that reinforces the brand's personality and resonates with the target audience.A highlight of the book is its exploration of successful case studies and real-world examples, showcasing businesses that have achieved brand brilliance through strategic positioning and effective communication. These stories serve as inspiration and provide tangible lessons for readers to apply to their own branding endeavors.The guide also addresses the digital landscape, offering strategies for building a strong online presence and leveraging social media to amplify the brand message. It discusses the importance of adapting to evolving consumer trends and technology, ensuring that the brand remains relevant and resonant in an ever-changing market.Whether you are launching a new business or revitalizing an existing one, "Brand Brilliance" serves as a roadmap for creating a brand identity that not only distinguishes your business but also fosters customer loyalty. With its practical advice, creative insights, and emphasis on authenticity, this book is an invaluable resource for anyone seeking to elevate their business identity to new heights of success.

¿¿¿¿¿¿: ¿¿¿¿¿ ¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿¿, ¿¿¿¿ ¿¿¿¿¿¿¿¿ ¿¿¿¿¿ ¿¿¿ ¿¿¿¿¿¿¿¿¿¿¿ ¿¿¿¿ ¿¿, ¿¿¿¿¿ ¿¿¿ ¿¿ ¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿ ¿¿¿ ¿¿? ¿¿ ¿¿¿¿¿¿ ¿¿¿, ¿¿ ¿¿¿¿¿ ¿¿¿¿¿ ¿¿¿ ¿¿¿¿¿ ¿¿ ¿¿ ¿¿¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿¿¿¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿ ¿¿¿ ¿¿ ¿¿ ¿¿¿¿¿¿¿¿ ¿¿¿¿¿¿ ¿¿, ¿¿¿¿ ¿¿¿¿¿ ¿¿¿¿¿¿¿¿¿ ¿¿-¿¿¿¿¿ ¿¿¿¿ ¿¿¿¿¿, ¿¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿¿¿¿ ¿¿ ¿¿ ¿¿¿¿ ¿¿¿¿ ¿¿ ¿¿¿¿¿¿¿ ¿¿ ¿¿¿ ¿¿¿¿ ¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿ - "¿¿ ¿¿ ¿¿¿¿ ¿¿¿? ¿¿¿ ¿¿¿¿¿? ¿¿¿¿ ¿¿ ¿¿¿¿¿¿¿¿ ¿¿ ¿¿¿ ¿¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿?"¿¿¿ ¿¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿, ¿¿¿¿ ¿¿ ¿¿¿¿¿¿¿¿ ¿¿¿¿ ¿¿ ¿¿¿ ¿¿¿ ¿¿¿ ¿¿ ¿¿¿¿ ¿¿¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿ ¿¿¿ ¿¿¿ ¿¿ ¿¿¿, ¿¿¿ ¿¿¿¿¿¿¿¿¿, ¿¿ ¿¿¿¿ ¿¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿ ¿¿ ¿¿¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿, ¿¿ ¿¿¿¿¿ ¿¿¿ ¿¿ ¿¿¿¿ ¿¿¿¿ ¿¿¿¿ ¿¿¿ ¿¿¿¿¿ ¿¿¿¿¿¿ ¿¿¿¿ ¿¿¿ ¿¿¿¿¿ ¿¿ ¿¿¿¿¿¿ ¿¿ ¿¿ ¿¿¿¿ ¿¿¿ ¿¿ ¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿ ¿¿¿¿¿¿ ¿¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿¿¿¿ ¿¿ ¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿ ¿¿ ¿¿¿-¿¿¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿ ¿¿¿¿ ¿¿¿ ¿¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿¿¿¿¿¿ ¿¿¿¿ ¿¿ ¿¿¿, ¿¿ ¿¿¿¿ ¿¿¿¿¿ ¿¿¿ ¿¿¿¿¿¿¿¿ ¿¿¿¿ ¿¿ ¿¿¿ ¿¿¿¿ ¿¿ ¿¿¿¿ ¿¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿¿¿ ¿¿¿ ¿¿¿, ¿¿¿¿ ¿¿¿¿¿¿¿¿ ¿¿¿¿ ¿¿¿¿ ¿¿¿¿ ¿¿ ¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿¿¿¿¿¿¿ ¿¿ ¿¿¿ ¿¿¿¿ ¿¿¿¿ ¿¿¿¿ ¿¿¿ ¿¿ ¿¿¿¿ ¿¿ ¿¿¿¿¿¿¿¿¿¿ ¿¿¿, ¿¿ ¿¿ ¿¿¿¿¿¿ ¿¿¿ ¿¿¿¿¿ ¿¿¿¿¿¿ ¿¿¿¿ ¿¿ ¿¿ ¿¿¿¿¿¿ ¿¿ ¿¿¿¿ ¿¿¿¿¿¿ ¿¿ ¿¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿¿¿¿¿ ¿¿¿¿¿ ¿¿¿¿¿ ¿ ¿¿¿¿¿ ¿¿¿¿ ¿¿ ¿¿¿¿ ¿¿¿¿ ¿¿¿, ¿¿¿¿¿ ¿¿¿¿¿¿¿¿¿¿ ¿¿ ¿¿¿ ¿¿ ¿¿¿ ¿¿¿¿ ¿¿¿¿¿¿ ¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿ ¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿¿¿ ¿¿¿, ¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿¿ ¿¿¿¿ ¿¿¿¿¿, ¿¿ ¿¿¿ ¿¿¿¿¿ ¿¿ ¿¿¿¿¿¿ ¿¿¿¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿¿¿¿¿ ¿¿ ¿¿¿¿¿ ¿¿¿¿ ¿¿¿¿¿ ¿¿¿ ¿¿, ¿¿ ¿¿¿¿¿¿¿ ¿¿ ¿¿¿¿¿¿¿ ¿¿ ¿¿¿

Dies ist der Weg zur Selbstverwirklichung - erreichen Sie Ihr höchstes Potenzial als Unternehmerin!Beim Aufbau eines Unternehmens kann es überwältigend sein, wenn man sich das gesamte Untergangen vor Augen führt. Dieses Buch richtet sich an weibliche Unternehmerinnen, die sich eine komplette Markenerneuerung nicht leisten können. Ihnen kann Branding kann als Kompass dienen, der dabei hilft, das Schiff zu steuern und Selbstvertrauen zu gewinnen. Das Buch zeigt anhand persönlicher Anekdoten und eines praktischen Branding-Rahmens einen Weg zum Selbstvertrauen. Beispiele für Phasen innerhalb dieses Rahmens sind: > Finden Sie den Kern Ihrer Marke.> Ihr Netzwerk ist Ihr Nettovermögen.> und: Machen Sie es wichtig.Leser*innen können ihr Profil stärken und ihren Umsatz steigern, wenn sie diesem Rahmen folgen. Das modulare System und das stärkende Manifest können helfen, Schritt für Schritt eine Marke aufzubauen.

In today's digital age, the world of advertising has undergone a significant transformation. Traditional methods of reaching consumers through TV commercials and print ads are losing their effectiveness as people become increasingly adept at tuning them out. This is where influencer marketing comes into play. In this subchapter, we will delve into what influencer marketing is and how it has become a powerful tool in the advertising industry.Influencer marketing can be defined as a strategic collaboration between brands and influential individuals who have a substantial online following. These influencers, who could be bloggers, social media personalities, or even celebrities, have built a loyal and engaged audience who look to them for recommendations and advice. Leveraging their credibility and trust, brands partner with influencers to promote their products or services.The rise of social media platforms like Instagram, YouTube, and TikTok has significantly contributed to the popularity of influencer marketing. These platforms have allowed influencers to connect with their audiences on a personal level, creating a sense of authenticity that traditional advertising struggles to achieve. Influencers are seen as relatable figures, and their endorsements feel more like recommendations from a friend rather than a sales pitch.One of the key advantages of influencer marketing is its ability to reach niche audiences. With the vast array of influencers catering to various interests and demographics, brands can find the perfect match for their target audience. Whether it's a fitness guru promoting workout gear or a beauty blogger reviewing skincare products, influencers have the power to influence purchasing decisions within their specific niche.Influencer marketing also offers a high return on investment for brands. Studies have shown that the average ROI for influencer marketing campaigns is $5.20 for every $1 spent. This is partly because consumers tend to trust recommendations from influencers more than traditional ads. By associating their brand with a trusted influencer, companies can gain access to a highly engaged and receptive audience.However, it's important to note that influencer marketing is not without its challenges. As the industry has grown, so have concerns about transparency and authenticity. Some influencers may engage in unethical practices, such as buying fake followers or promoting products they don't genuinely believe in. It is crucial for brands to carefully vet influencers and establish clear guidelines to ensure the integrity of their campaigns.

Turn Your Passion for Logo Design into a Thriving Career.Ever dreamed of making a livelihood out of your logo design skills? Let Ian Paget, acclaimed designer and host of the Logo Geek Podcast, be your guide. Dive deep into his candid tales of transforming a passion into a successful career. Through his personal anecdotes and tried-and-true strategies, Ian lays out the path he took-and you can too.Inside this enlightening read, you'll explore:The fundamental knowledge every logo designer should possess.A comprehensive look at the logo design process, from brainstorming concepts to flawless execution using professional tools.Strategies for attracting and effectively selling to potential clients.Navigating client relationships: presenting designs, managing feedback, and ensuring satisfaction.Essential tips to carve out a niche for yourself in the logo design world.The transition from designing as a hobby to a full-time entrepreneurial journey.Practical advice on time management and exuding professionalism in your work.An invaluable compilation of resources for continued growth and support.But this isn't your typical "how-to" manual. Instead, it's a deep dive into Ian's personal journey in the logo design industry, aimed at inspiring you to forge your unique path. As a complementary resource, the Logo Geek Podcast offers insights from other renowned designers and industry experts, broadening the spectrum of perspectives and experiences.Embark on your creative voyage in logo design. Whether you're looking to hone your skills or turn them into a rewarding career, Make a Living Designing Logos is your indispensable companion.

Powerful Brand Positioning Harnesses Key Building BlocksBrand Positioning with Power: Maximizing Your Marketing Impact is a new take on Al Ries and Jack Trout's original positioning concept. The book delivers measurable results because it: Is remarkably easy to useUses a proven, systematic positioning processLeverages exciting, practical real-world examplesYou'll see how the three essential building blocks of positioning lead organically to increased success, whether you are a sole proprietor or a Fortune 500 organization.Written in an enthusiastic, concise, and conversational style, Brand Positioning with Power offers ground-breaking insights, including the vital role emotion plays in effective positioning. This is the tool you need today to take your brand from where you are to where you want to go.

Save money and conquer an ever-changing marketplace with Do You Know What a Book Publicist Does? 3.0--a tool that will guide you through the process so you can DIY book marketing and find satisfaction in promoting your work in your own voice.

Just as in baking, good recipes and selected ingredients play a decisive role in success when it comes to brainstorming. After all, good concepts don't fall from the rolling pin.This book contains 1000 business ideas to boost your own creativity and spark the innovation. In addition to ideas for traditional businesses, there are also many concepts for lucrative online stores, in-demand services, crowdfunding campaigns, scalable startups, and helpful apps - a journey through just about everything the past and, in some cases, the future business world has to offer us. Are you in?¿ 1000 innovative business ideas and concepts in all industries¿ Each idea with a short description - ideal for sparking your own creativity¿ Includes templates for notes and your own ideas¿ Total book length 316 pages

What people knew in the past, today's companies know even better in the face of increasing competition - advertising is essential, to survive in the market. Even if it may often sound like it - good marketing is not witchcraft. It's like darts.Every company in this world has the opportunity to reach the center of the market through targeted advertising efforts.The 50 marketing strategies presented in this book are probably the most widely used and significant in modern business - together we embark on an expedition through the marketing jungle that will finally bring some clarity to all the methods and practices out there. Are you ready to go?¿ 50 profitable and efficient marketing strategies¿ Each idea with graphic illustration of the structure¿ Includes templates for notes and your own tactics¿ Total book length 250 pages

Regarding the podcastHi there! We are Carlo and Roberto from Substract, a creative and marketing firm that specialises in developing distinctive and memorable brand identities. Get ready to embark on a journey to discover the mysteries of branding. In this series, we'll share success stories, conduct in-depth interviews with industry experts, and offer practical advice on breaking through the latest branding frontiers.

"Global Branding Borderless Success Stories" is a compelling and informative collection that delves into the world of international business and marketing, showcasing a diverse array of triumphs and lessons from globally recognized brands. This unique compilation offers readers a comprehensive insight into the strategies and practices that have propelled these companies to unparalleled success on a global scale.Throughout this enlightening compilation, readers will be treated to a rich tapestry of stories, each focusing on a specific brand's journey in the international marketplace. These narratives serve as invaluable case studies, shedding light on the challenges and triumphs encountered by businesses as they navigate the complexities of global branding.The book explores the innovative marketing techniques, cultural adaptability, and strategic insights that have allowed these brands to transcend borders, connect with diverse audiences, and thrive in various corners of the world. It examines how global branding isn't just about exporting products but adapting and tailoring them to meet the unique needs and expectations of consumers in different regions."Global Branding Borderless Success Stories" serves as a source of inspiration for entrepreneurs, marketers, and business leaders, offering a roadmap for those seeking to expand their own brands on a global stage. It underscores the significance of understanding local cultures and market dynamics, emphasizing that the most successful global brands are those that invest in building genuine relationships with their international customer base.This collection is not only an exploration of global branding success but also a celebration of the brands that have managed to transcend borders, leaving an indelible mark on the global business landscape. It is a must-read for anyone interested in the fascinating world of international marketing and the strategies behind achieving borderless success.

The internationally renowned design agency Turner Duckworth presents stories and advice gathered from 30 years of working with the world's biggest brands No other design company has worked with as many significant brands as Turner Duckworth, the company behind the visual identities of Amazon, McDonald's, Coca-Cola, and even Metallica. Published on the occasion of their 30th anniversary, I love it. What is it? showcases Turner Duckworth's philosophies, learnings, and adventures from three decades of working with major brands and presents the firm's unique and optimistic outlook, along with hints, tips, and the inside scoop on what makes successful brands tick. The book, a fascinating anthology of essays, think pieces, and 150 color illustrations that explore the power of instinct in brand design, includes a selection of their familiar but captivating work alongside 20 contributions from leading voices of the design, business, and marketing worlds that explore creativity, instinct, failure, and more. Features texts from leaders in the fascinating but often-hidden worlds of design and branding, including: Moira Cullen (Former Design Director, Coca-Cola North America); Morgan Flatley (Executive Vice President, Global Chief Marketing Officer and New Business Ventures, McDonald's); Linda Lee (Chief Marketing Officer, Campbell Meals & Beverages); Stefan Sagmeister (Designer, Sagmeister Inc.); Jessica Spence (President of North America, Beam Suntory); and more. |The internationally renowned design agency Turner Duckworth presents stories and advice gathered from 30 years of working with the world's biggest brands| Turner Duckworth is a design agency that creates unmistakable identities for the world's leading brands. They have won countless top awards, including the inaugural Cannes Grand Prix for Design, the D&AD Collaboration Award, and induction into the Clio Hall of Fame. Gyles Lingwood is Professor of Business Creativity at the University of Lincoln, UK. Lingwood's creative client work has been awarded by D&AD, British Interactive Media Association, and the US Creativity Awards.

Dieses Buch denkt Marke und Branding neu und anders! Es rückt den Unternehmer, die Mitarbeitenden und die Kunden zurück ins Zentrum. Wie kaum jemand zuvor verknüpft Daniel Börnert konsequent und berührend Markencharakter mit Werten. Er beschreibt einen identitätsorientierten Ansatz, der zu einer einzigartigen Marken-Positionierung führt ¿ für große Marken, aber besonders auch für die vielen ¿Hidden Champions¿, KMUs und Startups, die niemand kennt, aber großes Potential haben.In gesättigten Märkten muss eine originäre Komponente die sachliche Markenleistung ergänzen: der Mensch ¿ insbesondere in Form der Markenmacher ¿ ist hier als identitäts- und beziehungsstiftendes Wesen der unverkennbare Faktor, der einen eindeutig differenzierbaren Markencharakter möglich macht. Es gilt also, diese unverwechselbare Charakteridentität zu entdecken und in den Alltag zu bringen. Die wirklichen Potenziale der Marke sind im wahren Markenkern bereits vorhanden,aber oftmals nicht klar fassbar oder wahrnehmbar. Mit Mut, Veränderungswillen und der Wegbegleitung in Form dieses Buches wird der Marken-Benefit sinnvoll und begehrenswert und kann konsequent kommuniziert werden. Besonders wichtig ist es Daniel Börnert, praktische Impulse zu geben. Am Ende eines jeden Kapitels findet der Leser konkrete Anregungen, die die Lese-Erkenntnisse ins konkrete Tun überführen. Motivierend und erhellend sind die Best-Practise-Interviews mit inspirierenden Unternehmern, die ungeschminkt ihre Erfahrungen teilen.Dieses Buch wird Ihnen als Unternehmer und Markenexperte neue Perspektiven eröffnen und Sie entscheidend weiterbringen.Aus dem Inhalt Was Ihre Marke braucht, um wirklich Kraft zu entfaltenDen Markencharakter solide auf Basis der Unternehmer- und Unternehmens-Identität aufbauenDen Markencharakter nachhaltig beziehungsstark im Unternehmen und am Markt entfaltenMit zahlreichen Empfehlungen und Leitfragen für einen wirkungsvollen, identitätsbasierten Markenprozess

Brandingstrategi. Funktion, følelse og kulturel innovation er en indføring i brandingstrategi, som introducerer klassisk marketing, branding og reklameteori – og sætter begreberne ind i en ramme af nyere teoretiske strømninger. Bogen fremstiller brandingpraksis gennem et kulturstrategisk perspektiv og viser, hvordan branding kan blive en praksis der vover kulturel disruption og aktivisme.Bogens temaer spænder fra brandingstrategi baseret på produktfordele og pris til brandingstrategier baseret på følelser, ritualer, identitet, status, værdiforhandling, ′purpose’ og aktivisme. Løbende gennem disse temaer stiller bogen skarpt på, hvordan kultur og marketing hænger sammen, og hvordan brandet kan placere sig centralt i menneskers liv og projekter: hvordan brands kan tilbyde sig selv som redskaber til kulturel innovation. Kunne der tænkes en vej til bedre branding, der ikke blot er mere benzin på et bål af masseforbrug?Bogen tilbyder en sammenhængende indføring til brandingstrategi med praktiske analytiske tilgange og forslag til, hvordan branding kan gentænkes i en tid med udfordringer i forhold til bæredygtighed og stærke kulturelle spændinger.Bogen henvender sig til studerende, praktikere og alle andre, der er interesserede i sammenhængen mellem de strategiske og praktiske elementer af branding.