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The best companies and most successful salespeople live by a three-word mantra—"all about them"—because when they relentlessly focus their brand on their customers instead of themselves, their businesses flourish. All about Them shows readers how to use this simple but extremely powerful influencing technique. Bruce Turkel, who has advised some of the world's greatest companies, including American Express and Bacardi, lays the groundwork by relating his personal journey of discovery to the "All about Them" principle. He goes on to explore our technology-driven, hyper- connected culture; the power of storytelling (and story-selling); brand authenticity and transparency; and more.
|Publisher:||Da Capo Books|
|Product dimensions:||8.90(w) x 12.00(h) x 9.20(d)|
About the Author
In 1983, Bruce founded TURKEL Brands. Today, he's as passionate about creating memorable brands as he was then. Bruce conveys the importance of strong brands to clients, audiences and readers, and shows them how to build their own brand value. TURKEL Brands continues to break new ground with innovative work using simple yet powerful brand building techniques. Bruce is a weekly contributor on the Fox Business Channel and has appeared as a branding, marketing and advertising expert on CNN, ABC, CBS and NPR. He's authored three books on advertising; his latest is Building Brand Value, and is busy writing his next two. He's also been featured in Fast Company, The New York Times, Communication Arts, Fortune, and AdWeek.
Table of Contents
Preface: The Birth of a Big Idea xiii
1 Nobody's Happy 25
2 All About Them in the Digital World 49
3 The Difference Between Content and Context 67
4 What We Sell Versus What We Exchange for Money 113
5 "Hey, Look at Me" (We Hate Him But We Become Him) 135
6 Behaving in the World of All About Them 163
7 Moving into All About Them 193
8 The Heart of All About Them: Understanding CC 2 CC 223
9 Walking Your Walk, Talking Your Talk 249