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

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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.
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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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