Résumé
- Align your entire organization to create a memorable, world-class brand.
- Ensure that all your products have integrity and character.
- Measure, review, and audit the quantitative impact of your brand.
The foundations of business are being shaken to pieces. Only extreme performers will survive: those that deliver superb, meaningful products and services -- and express them consistently, through living people, inspiring genuine customer love. Brand Storm is a complete guide to becoming one of those companies.
Discover how to focus every aspect of your enterprise into building a single meaningful brand; identify your corporate psyche and develop a living brand definition; and ensure that all your products and services reflect the integrity and character your organization seeks to project. Learn how to measure, review, and audit the impact of your brand; master breakthrough approaches to brand definition and the marketing mix; and much more. A companion Web site, www.brandstorm.com, is designed to make this book a fully interactive experience. For every executive and marketing professional interested in strengthening the power of a brand.
Contents
- The human economy
- Storm clouds
- Retail or bust
- Customer love
- Corporate karma
- Wishbones
- Psyche
- Spirit
- Life
- Force
- Daring to dream, and dreaming to dare
- Credits
L'auteur - Will Murray
British-born Will Murray is the founder of Team Murray,
an ideas organization that combines a love of new ideas and
an understanding of human dynamics with a passion for
serving customers. As well as working on a number of
business-related books, Will provides one-to-one coaching
for companies wishing to express their love to their
customers and immerse their brands in a customer service
ethic.
Before founding Team Murray, Will was a "Pathfinder" with
the Fourth Room, a UK-based strategic marketing
consultancy. He holds a degree in economics from Leicester
University, has studied advertising at Watford College, and
was Head of Business Marketing for British Telecom and
later Marketing Director at Ernst and Young.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Financial Times |
| Auteur(s) | Will Murray |
| Parution | 01/04/2001 |
| Nb. de pages | 236 |
| Format | 23 x 21 |
| Couverture | Broché |
| Poids | 719g |
| Intérieur | Quadri |
| EAN13 | 9780273650959 |
Avantages Eyrolles.com
Consultez aussi
- Les meilleures ventes en Graphisme & Photo
- Les meilleures ventes en Informatique
- Les meilleures ventes en Construction
- Les meilleures ventes en Entreprise & Droit
- Les meilleures ventes en Sciences
- Les meilleures ventes en Littérature
- Les meilleures ventes en Arts & Loisirs
- Les meilleures ventes en Vie pratique
- Les meilleures ventes en Voyage et Tourisme
- Les meilleures ventes en BD et Jeunesse
