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Brandstorm : surviving and thriving in the new consumer-led marketplace / Liz Nickles ; with Savita Iyer.
Author
Nickles, Elizabeth
[Browse]
Format
Book
Language
English
Εdition
1st ed.
Published/Created
New York : Palgrave Macmillan, 2012.
Description
xii, 243 pages ; 25 cm
Availability
Copies in the Library
Location
Call Number
Status
Location Service
Notes
ReCAP - Remote Storage
HF5415.1255 .N53 2012
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Details
Subject(s)
Branding (Marketing)
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Product management
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Related name
Iyer, Savita
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Summary note
Branding has become ubiquitous, with new brands becoming word-of-mouth successes literally overnight, and many welcome the easy familiarity they bring to daily life. But now brand proliferation is threatening not only to stifle true choice in the marketplace, but to render hard-won brand identities -- some decades in the making -- meaningless. With today's unprecedented access to thousands of brands a day, via Twitter, Facebook, and the rest, the balance of brand power is shifting irrevocably away from the businesses behind them. In Brandstorm, branding guru Liz Nickles argues that, as a result, the brand is no longer a value proposition in itself, and that marketers and brand managers must stop the dilution and focus on meaningful, market-specific reinvention for those brands that can stand the test of time. She offers the success secrets behind leading brands like Ralph Lauren, Justin Bieber, and Revlon, and how to channel them today.
Bibliographic references
Includes bibliographical references and index.
Contents
Chapter 1 The Brandzilla Effect 11
Chapter 2 Brave New Brand World 21
Chapter 3 Once Upon a Time: Selling Versus Storytelling 27
Chapter 4 If Bieber Was a Burger 39
Chapter 5 "Oh This Is Going to Be Addictive" 53
Chapter 6 Bury Me Branded 61
Chapter 7 A Tale of Three Kings 69
Chapter 8 From Boaters to Bloggers 91
Chapter 9 Diamond Dust: Luxury Goes Digital 103
Chapter 10 The Virtual Gold Rush 119
Chapter 11 Brand Alchemy: Turning Lead into Gold 129
Chapter 12 Raised by Wolves, Pecked to Death by Goslings 151
Chapter 13 Raising Lazarus: The Dead Live Again 161
Chapter 14 Regulatory Musical Chairs: When the Music Stops 173
Chapter 15 On the Way to-What? 183
Chapter 16 The Yellow Brick Road 193.
Show 13 more Contents items
ISBN
9780230341685 ((hbk.))
0230341683 ((hbk.))
LCCN
2012035566
OCLC
811426834
Other standard number
40021660656
Statement on language in description
Princeton University Library aims to describe library materials in a manner that is respectful to the individuals and communities who create, use, and are represented in the collections we manage.
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