The On Demand Brand

Download or read book The On-Demand Brand written by Rick MATHIESON and published by AMACOM Div American Mgmt Assn. This book was released on 2010-05-01 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Call it the digital generation. The iPhone-toting, Facebook-hopping, Twitter-tapping, I-want-what-I-want, how-I-want-it generation. By whatever name, marketers are discovering that connecting with today’s elusive, ad-resistant consumer means saying goodbye to “new media,” and hello “now media.” Featuring exclusive insights and inspiration from today’s top marketers—as well as lessons from some of the world’s most successful digital marketing initiatives—this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention...before the audience hits the snooze button.

Download or read book Account-Based Marketing written by Chris Golec and published by John Wiley & Sons. This book was released on 2019-03-19 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Account-Based Marketing is changing the discipline of marketing—Why? Business-to-business (B2B) companies spend $40 Billion on marketing each year, and they embrace tech-driven innovations, yet the traditional model for lead generation has not changed for decades. Why? In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams. ABM has quickly gained traction with leading B2B companies because it aligns sales and marketing teams around the accounts that will have the most business impact. Instead of chasing a large volume of lower-quality, generic leads, ABM helps sales and marketing professionals coordinate their efforts against a specific set of target accounts. Despite the clear advantages of ABM, there continues to be much confusion around just how to implement it. Written by the leaders behind the successful marketing firm Demandbase, Account-Based Marketing explains how to execute a world-class ABM strategy from start to finish. Find out exactly how highly successful B2B companies are using Account-Based Marketing to grow their customer base Develop an effective strategy to adapt ABM principles for your own organization with its own unique needs Integrate your sales and marketing processes into an efficient, cohesive workflow Locate and attract the ideal clients for your business to increase revenue and open up new opportunities From building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy, you’ll find it all in this authoritative guide.

Download or read book Do Good written by Anne Bahr Thompson and published by AMACOM. This book was released on 2017-11-30 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: Increasingly today, in every age group, consumers are committing to brands that show good citizenship--from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that good works and charitable giving are necessary for companies that aspire for financial success. Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters, including examples such as: Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia’s profits have climbed year after year even as it funnels heavy investments into sustainability. CVS’s strategic decision to start destocking cigarettes in all stores. Customers have shown with their wallets the types of businesses they will support and that they will quickly call out negligence. Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes. By implementing the five-step model for the new rules of business laid out in Do Good--Trust, Enrichment, Responsibility, Community, and Contribution--companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts.

Download or read book What Great Brands Do written by Denise Lee Yohn and published by John Wiley & Sons. This book was released on 2014-01-07 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book A New Brand World written by Scott Bedbury and published by Penguin. This book was released on 2003-02-25 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Advertising and Branding: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2017-01-06 with total page 1838 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Download or read book Million Dollar Dog Brand written by J. Nichole Smith and published by Desert Island Press. This book was released on 2017-03-15 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Have you ever looked around and wondered why some businesses seem like the popular kids in school? They appear to be wildly successful overnight. They are in all the magazines, seem to have more business than they can handle, and everyone is talking about them. Author J.Nichole Smith has spent over a decade building and studying this type of stand-out brand in the pet industry. She calls these outliers Million Dollar Dog Brands. In this book she outlines the exact formula petpreneurs can follow to craft their own. In the Million Dollar Dog Brand, Smith shares exclusive in-depth interviews with the founders of 10 of the most pioneering, market-leading Million Dollar Dog Brands, including BarkBox, Ruffwear, Planet Dog, Honest Kitchen, P.L.A.Y., Zee.Dog, Harry Barker, Victoria Stilwell, PetHub, and her own co-creation, Dog is Good. The pet industry has just surpassed $100 billion in value worldwide. Building a pet business is more appealing than ever. Opportunity leads to intense competition, which means building a sustainable, profitable business in this market can feel like an impossible job. This book is the essential field guide to do exactly that: to start or grow a pet business in a way that is irresistible to customers and opinion leaders, resulting in more demand, more profit, and more influence. This book is packed with inspiring, battle-tested strategies that any petpreneur can use immediately to improve just about every metric that matters in their business. From dog walkers, trainers, and groomers to pet bloggers, pet photographers, pet product manufacturers, and pet retail store owners, anyone operating in the pet space will profit from learning and implementing the Million Dollar Dog Brand formula.