Power Branding
Leveraging the Success of the World's Best Brands
(Sprache: Englisch)
Ignoring conventional marketing wisdom has enabled many startups to develop into international corporations. Drawing on case studies from iconic brands Coca-Cola, General Motors and Google, amongst others, this book shows how counter-intuitive strategies...
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Ignoring conventional marketing wisdom has enabled many startups to develop into international corporations. Drawing on case studies from iconic brands Coca-Cola, General Motors and Google, amongst others, this book shows how counter-intuitive strategies used by the biggest brands can also best serve small and mid-sized companies.
Klappentext zu „Power Branding “
Every one of the largest, most successful corporations were, at some point, mere startups. McKee explains what enables some companies to growbigger and better, while others stumble along year after year, running but never winning the race. The difference is that the biggest and best brands aren't slaves to conventional marketing wisdom. McKee shows by example how the same, sometimes counter-intuitive, strategies used by the biggest brands can also best serve small and mid-sized companies. Among the topics explored: How can a company grow big by thinking small? Why do the best companies sometimes avoid being better? Why do brands that create the most memorable advertising stay away from focus groups? What is the secret to an effective slogan? When can admitting a negative become a positive? A diverse selection of companies provides powerful lessons, ranging from traditional icons like Coca-Cola, McDonald's, and General Motors, to new media models like Google and Facebook. This book appeals not only to time- starved executives, but also to middle managers and owners of small businesses who have a wide variety of marketing problems to address and who need to change the way they think about how to generate healthy, consistent growth.Inhaltsverzeichnis zu „Power Branding “
WHO1. Who Comes First
2. Small Means Big
3. Happy are the Hunted
4. Uncommon is Common
5. It's Not About You
6. Heart Beats Wallet
7. Relationships are Reciprocal
8. Irrational is Rational
9. Customers are Wrong
10. Research can be Deceiving
11. It's Not the Shoes
12. Self-Expression Doesn't Sell
13. B2B is P2P
14. Brands R' Us
15. Your Brand is Theirs
WHAT
16. Brands Belong
17. Consensus is Good
18. Ideas are It
19. Margins Take Money
20. Relevance Rules
21. Simplicity Sells
22. Bad can be Good
23. Different is Refreshing
24. Feelings Come First
25. Conventions can be Challenged
26. Counterbranding Works
27. Scarcity Drives Value
28. Copycats Never Cease
29. Innovation Prevents Liquidation
30. Form Can Top Function
HOW
31. First Impressions Matter
32. Words Count
33. Testing may Fail
34. Giving Gets
35. Less is Often More
36. Gaps are Good
37. Not All Bells are Equal
38. Promises are Problematic
39. Creativity Sells
40. Partnerships Pay
41. Boring is Criminal
42. Humor Helps
43. Manners Matter
44. Behavior isn't Belief
45. Discounting is Dangerous
WHERE AND WHEN
46. Convergence Spells Opportunity
47. Branding is Everything
48. Credibility is Critical
49. Sales and Marketing Mix
50. Integration is Power
51. Social can be Slippery
52. Data is Big
53. CRM can Backfire
54. Analog is Awesome
55. Investing Returns
56. ROI may be Deceiving
57. Accretion is Amazing
58. Patience is a Virtue
59. Visibility Brings Credibility
60. Harmony is Hard
WHOOPS
61. It's OK to be Uncomfortable
62. Entropy Happens
63. Size Won't Save You
64. You Can't Fake Authenticity
65. Free is Costly
66. Doing Good Might Hurt
67. Tactics are Deceiving
68. Price is a Product Feature
69. Focus can be Fleeting
70. Aspirations may Backfire
71. Celebrities Bite
72. Nobody Likes a Bully
73. Christmas isn't Uncool
74. Speed can Kill
75. The Mirror can't be Trusted
CONCLUSION: TO BE CONTINUED
Autoren-Porträt von Steve McKee
Steve McKee
Bibliographische Angaben
- Autor: Steve McKee
- 2014, 260 Seiten, 10 Schwarz-Weiss-Abbildungen, Masse: 15,7 x 23,5 cm, Gebunden, Englisch
- Steve McKee
- Verlag: Macmillan Education
- ISBN-10: 1137278846
- ISBN-13: 9781137278845
- Erscheinungsdatum: 01.01.2014
Sprache:
Englisch
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