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

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ReCAP - Remote StorageHF5415.1255 .N53 2012 Browse related items Request

    Details

    Subject(s)
    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.
    ISBN
    • 9780230341685 ((hbk.))
    • 0230341683 ((hbk.))
    LCCN
    2012035566
    OCLC
    811426834
    Other standard number
    • 40021660656
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