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Brand Storm: A tale of passion, betrayal and revenge (Ураган страстей вокруг бренда)

Опубликовано на портале: 30-10-2003
New York: Financial Times Prentice Hall, 2001
Тематический раздел:
A text introducing a new perspective on marketing mix and brand definitions, tailored to the new digital age and technological economy. Introducing a completely new way of looking at the marketing mix and brand definitions, Brand Storm helps organizations identify their corporate psyche and develop a living brand constitution, the effect of which can actually be measured, reviewed, and audited. Brand Storm shows how to develop your people into a wondrous source of value, integrity, personality, and difference, allowing you to compete successfully in an ever more transient and impersonal world. Use Brand Storm to focus every aspect of your organization into a unique brand

В книге представлен новый взгляд на комплекс маркетинга и базовые понятия брендинга, соответствующий условиям эпохи высоких технологий. Автор делает основной акцент на том, чтобы показать, каким образом каждая составляющая/каждый аспект организации используется для создания и развития уникального бренда, который, в свою очередь, будет способствовать росту фирмы. Книга будет интересна и полезна специалистам в области брендинга, а также руководителям компаний.

Review

We all need to read this book, it isn't rocket science but it's what we all need look at and think about! I actually enjoyed reading it - when was the last time we had a business book which looked like a glossy, read like a novel and actually said something worth saying? I like something I can use and Brandstorm is it! I would strongly recommend that Brandchannel subscribers have a look for themselves.

James Wilsher,
London, England
29-May-2001
Telling the Tale
Scene 1. Ideas
Scene 2. Actions
Scene 3. Dreams

Ключевые слова

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