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

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Overview

Praise for Warp-Speed Branding "We have all experienced the acceleration of our lives and our work towards Internet speed. Ms. Winkler has given us anecdotes, templates and commonsense advice, all focused on teaching us how to use the acceleration of technology to build better brands, products, and organizations." -Paul Otellini, Executive Vice President, Intel Corporation "This book is an engaging must-read for all brand shepherds, young and old. The rapid speed of global technological change has dramatically redefined all traditional concepts of consumers, stakeholders, marketing, and branding. Attitude, capability, and mass customization are now king." -Carl James Yankowski, President & CEO, Reebok Brands "For marketers who are charged with retaining or creating brand advantage in the future, this is a must read. You'll find a refreshing challenge to the status quo and new ideas to consider." -Jan Soderstrom, EVP International Marketing, Visa International "in the tradition of marketing classics, Winkler redefines what it takes to win at marketing in today's frenzied, everything-changing-at-once product development cycles." -Steve Weiss, Founding Partner, Product Management Group "Traveling with Agnieszka Winkler through Warp-Speed Branding is a thrill ride.. Her rich examples and colorful illustrations make Warp-Speed Branding essential reading for all who aspire to lead their organizations to unique and distinctive places in the millennium marketplace." -Jim Kouzes, coauthor, The Leadership Challenge and Encouraging the Heart Chairman, Tom Peters Group/Learning Systems "A thought-provoking view of the huge impact of the Web lifestyle on brands and branding." -Robert Herbold, EVP & COO, Microsoft Corporation

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Product Details

  • ISBN-13: 9780471295556
  • Publisher: Wiley
  • Publication date: 7/26/1999
  • Series: Adweek Magazine Series , #6
  • Edition number: 1
  • Pages: 240
  • Product dimensions: 6.32 (w) x 9.43 (h) x 0.91 (d)

Meet the Author

AGNIESZKA M. WINKLER is the founder and CEO of Winkler Advertising, a leading San Francisco advertising agency. Winkler grew up with technology clients like Sony, Hewlett-Packard, and 3Com and has now seen the lessons of technology branding applied to airlines, healthcare, retailing, and other areas. Her experience also includes serving on the boards of directors of SuperCuts, RenoAir, and Lifeguard HMO. She is a trustee of Santa Clara University and a frequent industry speaker on advertising and marketing subjects.

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Table of Contents

High Tech Doesn't Percolate -
It Explodes.

Technology Impacts Branding: The Changing Customer

The Six Myths of Branding.

The Marketing Environment of Technology -
New Ways of Working.

Advertising Agencies -
Dinosaurs or New Genetic Creatures?

New Tools to Help Warp-Speed Brand Builders.

The Brand EcosystemTM.

Warp-Speed Branding and the Internet: How It Relates to the New Marketing Reality

The Brand Audit as a Tool for a Fast-Moving World.

How Ready Are You for Warp-Speed Branding?

Epilogue.

Acknowledgments.

Index.

About the Author.

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