Brand Storming: Managing Brands in the Era of Complexity

by M. Fioroni, G. Titterton

Overview

We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Brand Storming sets out to provide a guide for business people to meet consumer expectations.

Product Details

ISBN-13:	9781349308002
Publisher:	Palgrave Macmillan UK
Publication date:	02/06/2016
Edition description:	1st ed. 2009
Pages:	223
Product dimensions:	5.98(w) x 9.02(h) x (d)

About the Author

GARRY TITTERTON has thirty years of experience in the world of communications and brand management. He has been President and CEO of D'Arcy Asia Pacific and has contributed to the global development of several important brands. He also served on the US Advertising Association's Advertising Effectiveness Awards Judging Panel. Titterton was previously, a member of the Royal Institute of Marketing, and he was a member of the American Chamber of Commerce Marketing Committee for three years whilst in Tokyo. He was also visiting professor on the Executive MBA course at Tonjin University in Shanghai. Titterton has written articles in publications ranging from The Wall Street Journal to Far East Economic Review as well as respected marketing publications in UK, USA, Italy, and Asia. He was also a regular contributor to CNBC's Story Board TV programme which covered marketing and advertising issues in the Asia Pacific region. He was the keynote speaker at the 2000 Asia Pacific Marcom Conference held in Hong Kong.

MICHELE FIORONI is a highly respected academic who also consults with companies in Italy. He has gained extensive experience over the years in retail and food marketing. He teaches Marketing and Retail Marketing at Perugia University and collaborates with several Italian Business School as well as being an appreciated keynote speaker. He is a member of the scientific commitee of Popai (Point of Purchase Advertising International). His latest book, The Shopping of Experience has attracted notable interest in the academic and professional fields.

www.brandandbreakfast.com

Table of Contents

Preface PART I: THE BRAND IN RELATION TO SOCIETY, BELIEF, CULTURE AND CHANGE The Brand as a Social Phenomenon and Cultural Icon Brand Religion Between Past and Present: Nostalgia Branding PART II: THE BRAND AS A LIVING ORGANISM: DNA, HUMAN FEATURES AND SENSORIAL PERCEPTION The Human Nature of Brands The Brand's Genetic Clock Genetic Familiarity: The Brand in Search Of its Roots Brand Name: 'The Importance of being Earnest' Brand Sex: A Confused Identity heading towards Androgyny The Brand between Emotions and Experiences Brand Senses: The Challenge of Polysensualism PART III: THE FUNDAMENTALS OF BRANDING: SOME RULES FOR KEEPING ON THE RIGHT TRACK Building a Frame of Reference between Advantages and Parity Performance Anxiety and the Illusion of Quality Brand and Category: A Complex Relationship Brand Perception and the Power of the Sub-Conscious PART IV: THE BRAND AS A CITIZEN OF THE WORLD Developing a Brand in Different Cultural Contexts Giving a Brand a Passport The New Frontiers of Brands in a Changing World: The Case of India PART V: LESSONS IN BRANDING: HOW TO LEARN FROM THE BEST From the Rediscovery of its Roots to 'Sense and Simplicity': The Case of Philips Evoking Symbolic Values around a Product and becoming a Global Icon: The Case of Starbucks Building a Creed by Promoting a Lifestyle: The Case of Whole Foods Promoting a Brand through National Identity and a Culture of Consumption: The Case of S. Pellegrino

Editorial Reviews

'In a time when communications touch points are in a great state of flux, Brand Storming builds on the core principles of smart branding and demonstrates how to evolve brand essence to accommodate and leverage environmental change. It's every brand builder's textbook for the new millennium.' - Arthur Selkowitz, Retired Chairman Executive Officer, D'Arcy, Masius, Benton& Bowles

'Brand Storming challenges the conventional wisdom on brand personalization to show you how to develop emotional and experiential relationships which go far beyond the product's function. It's an evolution in brand management.' - Jay Niblick, Founder and CEO, Innermetrix Inc. Management Consulting

'In a world that is not just increasingly flat but ownership of ideas and therefore brands become increasingly fragmented Brand Storming provides valuable thinking on how to navigate complexity and keep focusing on building relevance and resulting brand value.' - Dick van Motman, President& CEO, DDB China Group

'Of all the books out there on brands and branding, Brand Storming does something different. It gives you an intelligent, fascinating perspective on brands and their role in our lives.' - George W. Singleton, Regional Business Director for Publicis in Asia Pacific

'Many books have been written about marketing that seem to be distanced from the real relationship between brands and consumers. Brand Storming has an inner voice of authenticity. It mines the powerful nuances of brand engagement.' - Jimmy Lam, President of Asia Pacific Advertising Festival,& Chief Editor of Longyin Chinese Language Advertising Review Magazine

"This book offers a different and innovative point of view on branding. It goes beyond the mere economic value of a brand, to include also its cultural, social and psychological dynamics. As such, it provides managers with a useful compass in today's unpredictable and unstable business environment.' - Andrea Ragnetti, Executive Vice President and Member of the Board of Management - Royal Philips Electronics, CEO of Philips Domestic Appliance

From the Publisher