[b] Duncan Bruce, David Harvey, "Brand Enigma: Decoding the Secrets of Your Brand" [/b]
English | ISBN: 0470779608 | 2008 | 344 pages | PDF | 6 MB
Brand Enigma provides a refreshing antidote to tired,conventional approaches to business development, marketing andinnovation. The premise for this book is that the brand embodiesthe spirit of the business and, properly understood, can enable theenterprise to raise innovation, business development andperformance to new levels.
Based on a proven method for deconstructing and rebuildingbrands, the book outlines an alternative but stimulating, andhighly effective method of putting the brand at the centre of thebusiness.
At the heart of this approach is the Brand Dream Model. Developedand perfected over several years, the model has helped to generatebreakthroughs for many of the world s leading brands andcorporations. It has also been applied to educationalestablishments and as part of a strategy development programme fora government department.
Using deceptively simple methods based on experiential, as opposedto analytical, techniques, the Brand Dream Process reveals the paststrengths of the brand, its current characteristics and futurepotential. When the process involves everyone from the board to themarketing department and front line staff, it also generates ashared understanding of the business, its values and goals.
Brand Enigma gives you the tools to put your brand andbusiness in a class apart from the competition.
for breaking the norm and looking at a brand froma team perspective, this is one of the best. There s nobreakthrough point with more conventional approaches to branddevelopment. This immerses you. It s a still-hidden gem thatmany other companies should try.
Chris Priest, VP Marketing Europe Digital Appliances,LG
What an extraordinary learning experience for ourcompany. The Brand Dream let us express ourselves and get to ameaningful result unlike any other event that I have ever been apart of.
Kenny Kahn, Chief Strategic Officer, Iverify
We have never done anything like this before! We foundthe experience enlightening, our objective was our brand image,which we feel we achieved admirably. However the unexpected benefitwas an emotional and adrenalin-filled roller coater of ateam-building exercise.
Andrew Jankel, Managing Director, Jankel Armouring
It brought people together in a way that other branddevelopment approaches would not If you have a brand in thedoldrums, it s an outstanding tool to reinvigorateit.
Nick Shepherd, former senior marketing executive, KraftFoods
When you give anyone a mechanism for analysing the world,you empower them. It s partly because the model is so simplethat it is blindingly successful.
David Bott, Director of Innovation Platforms, the TechnologyStrategy Board
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