Branding Strategies for Success (Collection)

Branding Strategies for Success (Collection)

by Larry Light, Joan Kiddon, Brian D. Till, Donna Heckler
     
 

3 breakthrough guides to building, revitalizing, and sustaining great brands — and profiting from them!

 

In three indispensable books, you’ll discover powerful new ways to build, rebuild, and sustain any brand — and leverage branding to supercharge profits and growth. In Six Rules for Brand Revitalization, Larry

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Overview

3 breakthrough guides to building, revitalizing, and sustaining great brands — and profiting from them!

 

In three indispensable books, you’ll discover powerful new ways to build, rebuild, and sustain any brand — and leverage branding to supercharge profits and growth. In Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach the invaluable lessons of one of history’s most successful brand revitalizations: the reinvigoration of McDonald’s®. Drawing on that experience, the authors introduce a systematic blueprint for resurrecting any brand, and driving it to unprecedented success. Learn how to refocus your entire organization around common goals and a common brand promise...restore brand relevance based on profound knowledge of your customers... leverage innovation to reinvent your total brand experience... create a “plan to win,” and execute on it. The Truth About Creating Brands People Love reveals 51 bite-size, easy-to-use techniques for building great brands, and keeping them great. Learn powerful truths about positioning brands and developing brand meaning; using brands to drive corporate profits; managing advertising, pricing, and segmentation, and much more. Finally, What’s Your Story?: Storytelling to Move Markets, Audiences, People and Brands shows how to leverage the universal human activity of storytelling: your most powerful, most underutilized tool for competitive advantage. Legendary business thinkers Ryan Mathews and Watts Wacker help you take control of the stories your business tells, make them believable and unforgettable, make them move your customers to act!

 

From world-renowned leaders and experts, including Larry Light, Joan Kiddon, Brian D. Till, Donna D. Heckler, Ryan Mathews, and Watts Wacker

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Product Details

ISBN-13:
9780133039023
Publisher:
Pearson Education
Publication date:
03/12/2012
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
704
Sales rank:
1,131,119
File size:
1 MB

Meet the Author

Larry Light is CEO of Arcature, LLC, a leading global brand consultancy. He was Global CMO for McDonald’s during the crucial years of its marketing turnaround. Working with organizations ranging from Nissan and 3M to IBM, he has developed breakthrough principles, concepts, techniques, and processes for nurturing, managing, and building enduring, highly profitable brands. Light previously served as Executive VP at BBDO; Chairman/CEO of the international division of Bates Worldwide; and on Bates’ Board of Directors. Joan Kiddon is president, COO of Arcature, LLC. She consulted on McDonald’s key strategic projects during its brand turnaround, and served as BBDO/West’s Director of Market Research. Brian D. Till, Associate Professor and Department Chair of Marketing at Saint Louis University, teaches marketing strategy and advertising management, and researches brand equity, celebrity endorsements, and advertising creativity. Donna D. Heckler is VP of Marketing and Branding for Monsanto. Ryan Mathews, founder and CEO of Black Monk Consulting, is a globally recognized futurist, speaker, strategist, storyteller, author, consultant, and pioneer in the field of corporate cultural ecology. Watts Wacker, lecturer, best-selling author, political commentator, and social critic, served as futurist at SRI International, and spent ten years as resident futurist at the preeminent social research organization, Yankelovich Partners. He now directs FirstMatter LLC. The Financial Times named him “one of the 50 most influential business thinkers in the world.”

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