Stand out! : building brilliant brands for the world we live in /
Brian McGurk.
- First edition.
- 1 online resource (xvi, 143 pages) : illustrations (some color)
- Marketing collection, .
Chapter 1. The origin and nature of branding. Where did branding come from? ; What's the buzz? ; The nature of branding -- Chapter 2. What are you thinking? Who do we think of? ; Can we or can't we? Will we or won't we? ; Who do you think you are? ; What do you think you're worth? -- Chapter 3 Building brilliant brands. The How- to from the get-go ; Brand transformation is a structured process ; A word about money ; Mandatory modern marketing media ; Living the brand experience ; Putting design in its rightful place ; Doing branding in the digital age ; How do you know they get it? ; Tools of the trade--Research and insights ; Tools of the trade--Creativity and innovation ; Building a brilliant brand book ; Building a brilliant website -- Chapter 4. Branding in the world we live in ; The age of dynamism ; 1Brand experience--A two-way commercial force ; Be a brand expeditionary ; Aspiration and inspiration--The importanceof purpose ; The power of branding--Magnetism or hypnotism? ; From nations to destinations--The branding of places -- Chapter 5. A final thought: the beauty of branding ; The beauty of branding is not skin deep.
Stand Out! is a book about branding and its evolution, practice, and power in today's digital age. It presents the "why-do" and the "how-to" along with a passionate philosophy on transforming business through brand-centered change. It spells out a sequential, easily understandable, proven brand-building process and is a key reference text for anyone interested in brand development, leadership, innovation, and sustainable business growth. Reader understanding and enjoyment are enhanced by ample presentation of supporting tables, charts, case examples, expert tips, real-life experiences and pull-out quotes, as well as a helpful "word wizard" glossary at the end of each chapter explaining business terms and expressions used. This book democratizes branding: It makes branding--its history, theory, and practice--easily accessible and actionable. Stand Out! replaces the mystique of brand strategy with the magic of brand transformation ... it makes it exciting and fun and puts that power directly into the hands of the business masses. It is a practical handbook for getting started with branding or for strengthening an existing brand management system. It gives the reader the confidence, permission, and skills to get branding now!
Mode of access: World Wide Web. System requirements: Adobe Acrobat reader.
9781951527532
Branding (Marketing) Internet marketing. Advertising--Brand name products. Marketing channels.