Warp-Speed Branding: The Impact of Technology on Marketing / Edition 1

Warp-Speed Branding: The Impact of Technology on Marketing / Edition 1

by Agnieszka Winkler, Winkler
     
 

ISBN-10: 0471295558

ISBN-13: 9780471295556

Pub. Date: 07/26/1999

Publisher: Wiley

Warp-Speed Branding "Time to market" is now the operative phrase for companies around the globe. Consumer and employee are simultaneously shaped by and shaping the new knowledge economy. We are no longer the linear, process-oriented rational world of the industrial revolution, and the traditional Procter & Gamble formulas for brand building are becoming

Overview

Warp-Speed Branding "Time to market" is now the operative phrase for companies around the globe. Consumer and employee are simultaneously shaped by and shaping the new knowledge economy. We are no longer the linear, process-oriented rational world of the industrial revolution, and the traditional Procter & Gamble formulas for brand building are becoming increasingly obsolete. Warp-Speed Branding will challenge your current thinking and launch you into the new and creative ways today's hottest technology companies are tackling branding, leaving traditional ways of building brands far behind. These companies represent the meteoric rise of the technology culture and how it is moving through the worlds of marketing and advertising, transforming businesses in the blink of an eye and the click of a mouse. In this groundbreaking book, expert Agnieszka Winkler's compelling insight clearly shows how technology's presence in every business environment has already changed the role of the brand builder. Winkler's perspective reconsiders some of the standard marketing truths learned at the knee of consumer product giants like Procter & Gamble, Unilever, and Colgate-Palmolive. Now technology companies such as Microsoft, Intel, and AOL embody innovation and change and are rewriting the rules of brand creation. With Warp-Speed Branding, you'll see how to apply some of their lessons. The book exposes six myths of branding and replaces them with new truths in a "warp-speed world." Fascinating case studies detail the branding success stories behind Sony, Intel, Amazon.com, Dell, and others, out of which emerge principles, guidelines, and action steps. You'll learn:

• The new branding skills, attitudes, and processes companies need to make it in a warp-speed world

• How advertising agencies can adjust their processes and mindsets to help clients achieve faster time to market

• How to identify and manage your company's Brand Ecosystem(TM)

• How to take advantage of the extraordinary branding opportunities presented by the Internet
With passion and incisive thinking, Agnieszka Winkler gives you the new marketing lessons to be learned from today's technology leaders-and how to apply them to your own brand of success.

Product Details

ISBN-13:
9780471295556
Publisher:
Wiley
Publication date:
07/26/1999
Series:
Adweek Magazine Series, #6
Pages:
240
Product dimensions:
6.32(w) x 9.43(h) x 0.91(d)

Table of Contents

Preface Move Over, P&G ix

Chapter 1 High Tech doesn’t Percolate-It Explodes 1

Chapter 2 Technology Impacts Branding: The Changing Customer 21

Chapter 3 The Six Myth of Branding 45

Chapter 4 The Marketing Environment of Technology – New Ways of Working 81

Chapter 5 Advertising Agencies – Dinosaurs or Genetic Creatures? 105

Chapter 6 New Tools to Help Warp-Speed Brand Builders 125

Chapter 7 The Brand Ecosystem™ 143

Chapter 8 Warp-Speed Branding and the Internet: How it Relates to the New Marketing Reality 163

Chapter 9 The Brand Audit as a Tool for a Fast-Moving World 179

Chapter 10 How Ready Are You for Warp-Speed Branding? 201

Epilogue 207

Acknowledgements 217

Index 221

About the Author 225

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