Beginning with the Age of We in the 1950s and moving to the Age of Me to todaythe Age of Ithis book examines how polarization and anger has changed how companies must manage their brands. Larry Light and Joan Kiddon, the leaders of Arcature LLC, consultants in brand management, examine societal changes and global, local, and personal forces through the lens of marketers. They explain how to: leverage paradox promises into brand-focused strategies and actions that create a pathway to profitability; create extraordinary brand experiences for individuals and communities; and build strong brands in a world of contradictory needs and benefits. In todays world, people want their individuality to be recognized, but they also want to belong to a group that shares their distinctiveness. People want to be independent and interconnected, which is the underlying paradox affecting how we make decisions today. Navigate how to satisfy conflicting needs, and look beyond single-minded solutions with the insights and guidance in The Paradox Planet.
New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature’s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance. They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You’ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management. For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students.
This Element is an excerpt from Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands (ISBN: 9780136043317) by Larry Light and Joan Kiddon. Available in print and digital formats. Build a systematic Plan to Win for revitalizing your brand: stop playing “not to lose,” and get your entire organization aligned for the win! How many times have you heard: “We all need to be on the same page”? That’s the Holy Grail for marketers, managers, and executives. Yet rarely do organizations create that “one page” of purpose, actions, and metrics to which all can adhere. A Plan to Win (PTW) does just that.
Beginning with the Age of We in the 1950s and moving to the Age of Me to todaythe Age of Ithis book examines how polarization and anger has changed how companies must manage their brands. Larry Light and Joan Kiddon, the leaders of Arcature LLC, consultants in brand management, examine societal changes and global, local, and personal forces through the lens of marketers. They explain how to: leverage paradox promises into brand-focused strategies and actions that create a pathway to profitability; create extraordinary brand experiences for individuals and communities; and build strong brands in a world of contradictory needs and benefits. In todays world, people want their individuality to be recognized, but they also want to belong to a group that shares their distinctiveness. People want to be independent and interconnected, which is the underlying paradox affecting how we make decisions today. Navigate how to satisfy conflicting needs, and look beyond single-minded solutions with the insights and guidance in The Paradox Planet.
Breakthrough marketing: revitalize brands, optimize investments, link marketing to performance, even apply winning marketing strategies in the public sector Three full books of proven marketing strategy principles and actionable solutions! Discover how to revitalize any brand, and drive it to unprecedented success… apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI... tightly link marketing with business performance… bring powerful marketing strategies to the public sector… and much more! From world-renowned leaders and experts, including Philip Kotler, Nancy R. Lee, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein, Larry Light, and Joan Kiddon
3 breakthrough guides to building, revitalizing, and sustaining great brands — and profiting from them! In three indispensable books, you’ll discover powerful new ways to build, rebuild, and sustain any brand — and leverage branding to supercharge profits and growth. In Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach the invaluable lessons of one of history’s most successful brand revitalizations: the reinvigoration of McDonald’s®. Drawing on that experience, the authors introduce a systematic blueprint for resurrecting any brand, and driving it to unprecedented success. Learn how to refocus your entire organization around common goals and a common brand promise...restore brand relevance based on profound knowledge of your customers... leverage innovation to reinvent your total brand experience… create a “plan to win,” and execute on it. The Truth About Creating Brands People Love reveals 51 bite-size, easy-to-use techniques for building great brands, and keeping them great. Learn powerful truths about positioning brands and developing brand meaning; using brands to drive corporate profits; managing advertising, pricing, and segmentation, and much more. Finally, What’s Your Story?: Storytelling to Move Markets, Audiences, People and Brands shows how to leverage the universal human activity of storytelling: your most powerful, most underutilized tool for competitive advantage. Legendary business thinkers Ryan Mathews and Watts Wacker help you take control of the stories your business tells, make them believable and unforgettable, make them move your customers to act! From world-renowned leaders and experts, including Larry Light, Joan Kiddon, Brian D. Till, Donna D. Heckler, Ryan Mathews, and Watts Wacker
Interviews with Joan Crawford provide insight into her views on her career, films, four husbands, lovers, leading men, children, and loneliness during her final years
A trio of timeless romances follows the three Whitelaw children as they find love and passion and includes The Headstrong Bride in which Sam Longstreet marries Callen Whitelaw, the daughter of his enemy, to seek revenge, but instead falls in love with the spirited beauty. Reprint.
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