The days of brand activation are nearing an end. The future lies in customer activation. The concept of ‘brand activation’ has become an overused buzzword in the sales and marketing world. The term is becoming rapidly outdated, used to describe anything from mass media advertising and outdoor events to digital applications and in-store point of sale. Drawing on research, industry insights and real-life examples, the authors of Brand Activation: Implementing the Real Drivers of Sales and Profit argue that there is an urgent need to re-think the role and definition of activation in the modern marketplace. What is its link to actual purchases and, more importantly, how can it be measured? In an environment of unrelenting retail disruption in which the gap between brands and consumers is continually widening how do marketers identify – and measure – those factors that create the all important ‘moment of sale’? This is, after all, where real value begins for both the brand and the consumer. In their previous book, Death of the Salesman, the authors argued that the sales function is ripe for reinvention. In this book they take a deeper look at the sales process and how consumers are navigating the purchase journey in the current environment.
Kubernetes has become the dominant container orchestrator, but many organizations that have recently adopted this system are still struggling to run actual production workloads. In this practical book, four software engineers from VMware bring their shared experiences running Kubernetes in production and provide insight on key challenges and best practices. The brilliance of Kubernetes is how configurable and extensible the system is, from pluggable runtimes to storage integrations. For platform engineers, software developers, infosec, network engineers, storage engineers, and others, this book examines how the path to success with Kubernetes involves a variety of technology, pattern, and abstraction considerations. With this book, you will: Understand what the path to production looks like when using Kubernetes Examine where gaps exist in your current Kubernetes strategy Learn Kubernetes's essential building blocks--and their trade-offs Understand what's involved in making Kubernetes a viable location for applications Learn better ways to navigate the cloud native landscape
During a two-year urban adventure through the world of commerce, journalist Alex Frankel proudly wore the brown uniform of the UPS driver, folded endless stacks of T-shirts at Gap, brewed espressos for the hordes at Starbucks, interviewed (but failed to get hired) at Whole Foods, enrolled in management training at Enterprise Rent-A-Car, and sold iPods at the Apple Store. In this lively and entertaining narrative, Frankel takes readers on a personal journey into the land of front-line employees to discover why some workers are so eager to drink the corporate Kool-Aid and which companies know how to serve it up best.
There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics." Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.
In leicht verständlichem Stil erläutern die Autoren dieses Buches Anforderungen an Multiple-Access-Protokolle für den Mobilfunk. Zu Beginn werden zellulare Kommunikationssysteme der 2. und 3. Generation eingeführt. Ausführlich beschrieben werden dann MA-Protokolle für paketorientierte zellulare Systeme. Ein großer Teil der vorgestellten Resultate stammt aus eigenen Forschungsarbeiten der Autoren, u.a. zur Verbesserung der Protokolle und zur Modellierung der physikalischen OSI-Schicht.
Adlerian psychology balances theory and practical application for easy use by counselors, teachers, and parents who need to understand and communicate effectively with young children. Children are perceived as individuals with the creative capacities to decide and choose according to their private logic. Some Adlerian concepts explained are: active, passive, constructive and destructive behavior patterns, the four goals of misbehavior, punishment vs. logical consequences, and personality/lifestyle development. Alfred Adler, a contemporary of Freud and Jung, was among the first child psychologists and his innovative perceptions of a child's personality development remain timely.
The old way of selling was to create safe, ordinary products and combine them with mass marketing. The new way is to create truly innovative products and build the marketing right in. But how does a brand make the transition from old to new? According to advertising gurus Alex Bogusky and John Winsor, it starts with the realization that the message is not the product, the product is the message. In Baked-In, they offer a step-by-step guide on how brands can adapt and thrive in this brave new world. Using these tools, Bogusky and Winsor have successfully marketed some of today’s most important brands, including Google, Nike, Microsoft, Patagonia, Toyota, and Burger King. They reveal how, through tools at hand — product design, brand history, internal collaboration — and the new tools of digital technology — YouTube and the web in general — companies can succeed in the 21st-century marketplace.
This comprehensive overview of advertising design strategies helps students and professionals understand how to create ads that cut through the clutter. Design principles such as unity, contrast, hierarchy, dominance, scale, abstraction, and type-image relationships are thoroughly discussed. Chapters also cover: •Researching your client and your audience •What makes an ad successful •Getting the audience’s attention in a crowded marketplace •Researching your client and your audience •The importance of consistent branding and identity •The difference between print advertising, billboards, the web, television, and radio •Advertising design versus editorial design Also included is an extensive section on typography with essential information on how type is perceived by readers, typographic history, principles, and practice. Complete with over fifteen hundred examples and illustrations of outstanding advertising design from around the world, Advertising Design and Typography will change the way you develop visual ideas and train you to see in a more critical and accurate way that gets messages across more effectively. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
A Visually Stunning Guide to Learning the Art of Logo Design Designers looking to learn the art of designing logos need look no further than The Elements of Logo Design by world-renowned designer Alex W. White. Unique in its approach to explaining how to design marks, The Elements of Logo Design explores design unity, typography and its expression as frozen sound, how a logo fits into a greater branding strategy, and how to build a logo. With more than four hundred examples culled from advertising, editorial, and web use, readers will gain a comprehensive understanding of universally shared graphic design principles. These principles are then applied to logo design specifically, relating the discipline to all other graphic design. Chapters include such topics as: Logic in design Relationships, hierarchy, and structure Differences and similarities in design Research and planning an identity How to build a logo using type, image, and space Letterforms, type, and fonts Type alteration Semiotics: icons and symbols Image-to-image relationships With a foreword by Jerry Kuyper, who is widely recognized as one of the top twenty-five logo designers of all time, The Elements of Logo Design is a formidable resource for learning the art of branding and making marks.
In Wordcraft, Alex Frankel, a business writer who once briefly worked as a namer, tells the story of how five major brands got their names: BlackBerry, Accenture, Viagra, the Porsche Cayenne, and IBM’s “e-business.” Behind each name is an account of how words and language infuse the products we use every day with meaning, and how great words actually succeed in changing people’s behavior. The book is filled with stories about words that come from every corner of our world: technology, health, sports, food, business, and more.
Are you looking for a journey that will take you through this amazing obok, along with funny comments and a word puzzle? Then this book is for you. Whether you are looking at this book for curiosity, choices, options, or just for fun; this book fits any criteria. Writing this book did not happen quickly. It is thorough look at accuracy and foundation before the book was even started. This book was created to inform, entertain and maybe even test your knowledge. By the time you finish reading this book you will want to share it with others.
Kubernetes has become the dominant container orchestrator, but many organizations that have recently adopted this system are still struggling to run actual production workloads. In this practical book, four software engineers from VMware bring their shared experiences running Kubernetes in production and provide insight on key challenges and best practices. The brilliance of Kubernetes is how configurable and extensible the system is, from pluggable runtimes to storage integrations. For platform engineers, software developers, infosec, network engineers, storage engineers, and others, this book examines how the path to success with Kubernetes involves a variety of technology, pattern, and abstraction considerations. With this book, you will: Understand what the path to production looks like when using Kubernetes Examine where gaps exist in your current Kubernetes strategy Learn Kubernetes's essential building blocks--and their trade-offs Understand what's involved in making Kubernetes a viable location for applications Learn better ways to navigate the cloud native landscape
Are you looking for a journey that will take you through this amazing obok, along with funny comments and a word puzzle? Then this book is for you. Whether you are looking at this book for curiosity, choices, options, or just for fun; this book fits any criteria. Writing this book did not happen quickly. It is thorough look at accuracy and foundation before the book was even started. This book was created to inform, entertain and maybe even test your knowledge. By the time you finish reading this book you will want to share it with others.
In Evangelist Marketing, Alex Goldfayn argues that technology companies succeed in spite of their marketing, not because of it. He says that if consumer tech makers ceased all marketing activity today, they would not see a significant decline in sales. In this book, Alex presents why the current state of overly-technical, features-oriented tech marketing, branding, communications and public relations is costing the industry billions of dollars—easy money that's voluntarily being left on the table. Then he lays out a step-by-step system for creating intensely loyal brand evangelists based on deep consumer insights and simple, emotional language. Evangelist Marketing is written for consumer tech companies big and small—from PC manufacturers to Web-based services. It's also sure to improve the work of their marketing and public relations agencies.
This book is the story of the former Hungarian Zionist leader, Joel Brand, as told to Alex Weissberg, author of The Accused, which told of his experiences as a prisoner of the Soviet secret police. Most of Desperate Mission: Joel Brand’s Story (1958) is devoted to an account of how Brand came to be in a position to negotiate with the Nazis for the lives of a million human beings and what he did to carry out his incredible mission. Written with all the passion of a man who was entrusted with an almost hopeless mission and had to sit by impotently watching the horrible consequences of its failure, Brand believed that goods and promises which would not have prolonged the fighting ability of the Wehrmacht by a single day might have prevented the slaughter of the 400,000 Jews from Hungary and the untold number from other countries who were put to death in the last year of Hitler’s regime.
Your customer is now in the driver's seat. They're super-connected, influential within their social networks and have high expectations that their brand interactions will be personalised, contextual and device relevant. Brands are facing a highly competitive and commoditised marketplace, where product and service innovation is short-lived and competitive offerings are quickly duplicated, leaving little or no differentiation between one brand and the next. To succeed, your brand will need to build an organisation-wide, customer-first culture where customer needs are consistently met, brand promises are kept, and every touchpoint throughout the customer journey delivers a positive experience that customers want to talk about with their peers. Customer Experience is the Brand has been written for brand leaders to bridge the gap between yesterday's marketing and the next evolution of the brand: customer experience. Alex Allwood is a businesswoman and entrepreneur who believes that great experiences get people talking. For over twenty years she has helped brands grow by creating simple, feel-good customer experiences that people want to talk about and share with their peers.
The pursuit of political power is strategic as never before. Ministers, MPs, and candidates parrot the same catchphrases. The public service has become politicized. And decision making is increasingly centralized in the Prime Minister’s Office. What is happening to our democracy? In this persuasive book, Alex argues that political parties and government are beholden to the same marketing principles used by the world’s largest corporations. Called branding, the strategy demands repetition of spoken, written, and visual messages, predetermined by the leader’s inner circle. Marland warns that public sector branding is an unstoppable force that will persist no matter who is in power. It also creates serious problems for parliamentary democracy that must be confronted. This book will fascinate anyone who is interested in how Ottawa works and where Canadian politics is headed.
‘The perfect summer cocktail of old loves, new friendships, and beautiful settings. Alex Brown’s Greek adventure is sunshine for the soul!’ Shari Low Mamma Mia meets Shirley Valentine in the brand-new holiday romance for 2024 from the International No.1 bestseller. Gina Bennett has had enough after her husband of twenty-seven years lets her down one time too many. Deciding to choose herself, she embarks on a transformative solo journey to break free from the monotony of her life. She escapes to the gorgeous Greek island of Kalosiros, where she holidayed in her youth, and where she had her first romance with the handsome Nico. Encountering two kindred spirits in Rosie and Deedee, the women bond over art classes and cocktails, renewing their lust for life and a shared quest to find Gina's lost love. Together, they navigate the challenges of middle-age, self-discovery, and the liberating power of skinny-dipping. Will Gina find love again with her teenage sweetheart Nico, her husband, or with someone new? Bring Me Sunshine is a wonderfully uplifting, coming-of-middle-age story about female friendship, romance and starting over, set on a gorgeous Greek island in the sun. The perfect summer read! Bestselling authors adore Bring Me Sunshine: ‘A burst of pure sunshine! Loved it!’ Sarah Morgan ‘A scrumptious holiday read with sunshine, laughter, cocktails and love. What more do you need?’ Maddie Please ‘Like a ray of perfect Greek sunshine!’ Mandy Baggot ‘Full of joy, hope and celebrating second chances. An irresistible summer romance.’ Cathy Bramley ‘I adored this gorgeous story of love, friendship and adventure – it made me want to run away to Greece! Summer read perfection! I LOVED IT.’ Isabelle Broome ‘An absolute page-turner from the wonderful Alex Brown. I loved it.’ Sue Moorcroft Readers love it too! ‘Totally loved this new book from one of my favourite authors!!!... Transported to a sunny island for inspiration and love!! Tremendous tale of awakening and finding yourself... Loved this book, like a huge warm hug!! Great writing, fabulous characters and a brilliant uplifting story.’ NetGalley reviewer ⭐⭐⭐⭐⭐ ‘I loved this novel and read it in less than a day... If you want a novel filled with hot Greek sun, bountiful descriptions of gorgeous food and breathtaking scenery, then this is for you... A delicious tale of friendships, new beginnings and first love.’ NetGalley reviewer ⭐⭐⭐⭐⭐ ‘A lovely warm feel good read... A beautiful setting, strong female characters who are a relatable age and it’s such an uplifting read... Exactly what I needed.’ NetGalley reviewer ⭐⭐⭐⭐⭐ ‘I devoured this book in a day. Alex’s descriptive writing of the Greek food, the scenery and the crystal clear sea was amazing... I would highly recommend reading this book and being transported to sunny Greece, with the waves lapping gently, while you drink a few raspbouzos.’ NetGalley reviewer ⭐⭐⭐⭐⭐ ‘A fabulous story of the power of friendships, finding yourself and how it is never too late to start again... [It] had Shirley Valentine vibes and has made me want to visit Greece.’ NetGalley reviewer ⭐⭐⭐⭐⭐
Learn what type can say about a brand or product Expressive Type showcases the work of major international designers working with typography in branding and advertising, packaging and products, environmental and self-initiated projects. The book concludes with a workbook section featuring four real-world "briefs" related to each category.
To save her husband, can she do the unthinkable? One evening, Kenna and her husband are attacked on the street and her driver’s license is stolen. The next night, when the same thugs break into their house, they realize it wasn’t just a random mugging. The gang leader, Eli, then makes a shocking demand. Kenna’s husband is kidnapped by the gang to make sure she cooperates—and they assure her that if she doesn’t, she’ll never see her husband alive again. But there’s no guarantee that things will go as planned—or that Eli will keep his word . . .
For a young woman in 1960s England, falling in love can be a crime—and could cost her everything . . . In 1963 Manchester, England, a pregnancy is enough to get eighteen-year-old Janine thrown out by her mother—regardless of whether the baby’s father is Janine’s much-older married boss, who’s taken advantage of her. Having spent her lonely childhood immersed in romantic books, Janine gets practical and rents out one half of a stone cottage to wait for childbirth. She isn’t alone long though. Laura, a newly divorced with an eight-year-old boy and a difficult past of her own, moves into the other half of the house. The two women become friends, and their relationship grows. But after Janine’s daughter is born, a social worker starts hovering, strongly suggesting that Janine allow the Catholic unwed mothers’ home to put her child up for adoption. To hold on to the happiness she’s found, Janine will have to stay strong against malicious forces—and accept help from some unexpected friends—in this richly emotional novel about finding out who you can truly depend on and who you really are. First place winner, I AM Writing Competition
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