Brand Atlas

Branding Intelligence Made Visible

Inbunden, Engelska, 2011

327 kr

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Beskrivning

Brands have become the global currency of success. Countries, corporations, communities, and individuals are leveraging their brands to gain a transcendent advantage in the marketplace. Positioning a brand to be irreplaceable is the new business imperative for both public and private sectors, regardless of product, service, or size. Brand Atlas synthesizes the most relevant brand topics for the big-picture, time-crunched professional who just wants to get up to speed on brand basics, brand oversight, and marketplace trends. Streamlined content, provocative diagrams, and quotes from brand visionaries and thought leaders make this valuable resource a new experience. The twenty-first-century customer has a new voice, unprecedented power, and multiple platforms to drive a new brand conversation in a fiercely competitive world. To be successful, brand builders need to stick to the basics, stay calm on the rollercoaster of relentless change, and seize every opportunity to be the brand of choice.

Produktinformation

Utgivningsdatum:2011-04-01
Mått:158 x 234 x 13 mm
Vikt:408 g
Format:Inbunden
Språk:Engelska
Antal sidor:144
Förlag:John Wiley & Sons Inc
ISBN:9780470433423

Utforska kategorier

Designböcker inom Kultur
Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

Alina Wheeler is a branding consultant and author of Designing Brand Identity (Wiley), the bestselling global resource for businesses and nonprofits. Her business is managing perception; her service is strategic imagination and her passion is brand. She was advisory council member for The Dictionary of Brand, edited by Marty Neumeier, along with Seth Godin, Al Ries, and Tom Kelley. Joel Katz is an information designer and a global authority on the visualization of complex information. He lectures internationally and is a Fellow of the American Academy in Rome (2003). A graduate of Yale College and the Yale School of Art in graphic design, he teaches information design at The University of the Arts and Philadelphia University.

Recensioner i media

"... user-friendly approach to aggregate and simplify the science behind branding ... essential principles of branding are broken down into basic step-by-step concepts." (Finance & Management, April 2011)

Innehållsförteckning

1 Dynamics 10Brand LandscapeGlobal Sourcing 12Speed 14Design Thinking 16Word of Mouth 18Conversation 20Interconnected 22Open Source 24Social Networks 26Experience 28Passion 30Transparency 32The Cloud 34Sustainability 36Mobility 38Crowdsourcing 40Free 42Placemaking 44Choice 462 Intelligence 48Brand BasicsBrand as Identity 50Vision 52Needs and Desire 54Touchpoints 56Purpose 58Spirit and Soul 60Perception 62Authenticity 64Positioning 66Stakeholders 68Big Idea 70Brand as Asset 72Brand Extensions 74Brand Alignment 76Brand Architecture 78Recognition 80Trademarks 82Names 84Good and Different 863 Drive 84Brand ManagementBranding 90Simplicity 92Culture 94Collaboration 96Time Management 9880/20 100Competencies 102Insight 104Focus 106Customer Service 108Customer-centric 110Growth 112Metrics 114Fight or Flight 116Onliness Exercise 118Perceptual Mapping 120SWOT Exercise 122Flow 1244 Details 126Brand Questions 128Project Management 130Brand Decisions 131Branding Process 132Big Idea Process 133Bibliography 134Credits 137Index 138Gratitude 141Authors’ Reflections 142Diagram Matrix 143About the Authors 144