John Brand's Books

Strategic Brand Engagement

Using HR and Marketing to Connect Your Brand Customers, Channel Partners and Employees

By: John G Fisher

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Strategic Brand Engagement

Using HR and Marketing to Connect Your Brand Customers, Channel Partners and Employees

By: John G Fisher

The consumer brand of any organization is crucial to its long term business success. Just as important is the employer brand of the organization, vital to attracting talent and retaining an engaged workforce. Despite the critical connection between internal and external brand engagement, these areas remain firmly entrenched in the traditional silos of HR, internal communication and marketing, wasting resources and even contradicting each other instead of pursuing a common goal. By breaking down traditional silos Strategic Brand Engagement offers a new approach for developing brand and employee engagement in any organization. It presents a strategic model showing how to develop organisational values in line with corporate branding, aligning key HR responsibilities such as recruitment and performance with the overall brand, developing a consistent communications strategy, and measuring the impact of these strategies.

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Page Count

232

Publisher

Kogan Page Publishers

Published Date

ISBN 10

0749470143

ISBN 13

9780749470142

The Brand Bubble

The Looming Crisis in Brand Value and How to Avoid It

By: John Gerzema,Edward Lebar

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The Brand Bubble

The Looming Crisis in Brand Value and How to Avoid It

By: John Gerzema,Edward Lebar

How to use brands to gain and sustain competitive advantage Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they're dead wrong--these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands. Using a five-stage model, The Brand Bubble reveals how today's successful brands--and tomorrow's--have an insatiable appetite for creativity and change. These brands offer consumers a palpable sense of movement and direction thanks to a powerful "energized differentiation." Gerzema reveals how brands with energized differentiation achieve better financial performance than traditional brands have. Plus, Gerzema helps readers develop energized differentiation in their own brands, creating consumer-centric and sustainable organizations.

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Page Count

284

Publisher

John Wiley & Sons

Published Date

ISBN 10

047044939X

ISBN 13

9780470449394

Brand Against the Machine

How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

By: John Michael Morgan

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Brand Against the Machine

How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

By: John Michael Morgan

Ditch traditional corporate branding to create a powerful, recognizable brand Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their brand visibility and credibility, and to create an indispensable brand that consumers can relate to, thus becoming life-long customers. Discover the aspirational currency that makes your brand one that people want to be or want to be friends with. Learn how to be real with your audience and make strategic associations to establish credibility. Brand Against the Machine will help you stand out, get noticed, and be remembered. Brand Against the Machine is the blueprint for how to market your brand to attract better clients and stand out from the clutter that is traditional corporate branding and marketing. Instant Positioning Method: How to instantly stand out from the crowd and position yourself as a resource, not just another service provider The 20/60/20 Rule: Why it's important to take a stand and why it's okay to have haters—because it creates a stronger bond with those who love you Ditch your traditional corporate branding and marketing, and exchange it for something memorable. Your customers will thank you for it.

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Page Count

224

Publisher

John Wiley & Sons

Published Date

ISBN 10

1118103521

ISBN 13

9781118103524

Balanced Brand

How to Balance the Stakeholder Forces That Can Make Or Break Your Business

By: John Foley,Julie Kendrick

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Balanced Brand

How to Balance the Stakeholder Forces That Can Make Or Break Your Business

By: John Foley,Julie Kendrick

Companies usually assume if their sales are good, then their brand and reputation must be strong. But all too often, they don't have a clear understanding of the values that drive brand and reputation and actually sustain long-term profitability and growth. This leaves companies vulnerable to dangerous backlash between corporate values, and those of their stakeholders: customers, employees, shareholders, media, government, and community. Even well-known and seemingly successful brands and reputations have suffered from this backlash (e.g. Nike and overseas sweatshops, Wal-Mart and unfair employment practices, McDonald's and obesity issues.) Every stakeholder applies their personal and professional values to judge the performance of a company. Branding expert John Foley has developed the BalancedBrand System, which helps companies assess corporate values, identify potential flashpoints, and align values to build a stronger brand and reputation. BalancedBrand identifies and helps manage the forces that will change the way business does business. Foley and co-author Julie Kendrick have created new tools that build and protect brands and reputations.

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Page Count

207

Publisher

John Wiley & Sons

Published Date

ISBN 10

0787983810

ISBN 13

9780787983819

The Brand Innovation Manifesto

How to Build Brands, Redefine Markets & Defy Conventions

By: John Grant

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The Brand Innovation Manifesto

How to Build Brands, Redefine Markets & Defy Conventions

By: John Grant

The days of the image brands are over, and new marketing has gone mainstream. The worlds biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Lukes and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting peoples lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the brand molecule to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands.

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Page Count

356

Publisher

Wiley + ORM

Published Date

ISBN 10

1119995035

ISBN 13

9781119995036

Brand You

Turn Your Unique Talents Into A Winning Formula

By: John Purkiss,David Royston-Lee

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Brand You

Turn Your Unique Talents Into A Winning Formula

By: John Purkiss,David Royston-Lee

The new edition of the UK’s bestselling book on personal branding shows you how to discover your talents, values and purpose so you can build a powerful personal brand both online and offline. Whether you want to brand yourself as an entrepreneur, freelancer or corporate employee, this book will help by showing you how to: - Identify your values and your unique combination of skills and experience - Discover your purpose - Build a strong brand identity - Make sure employers, clients and customers remember you - Network effectively This new edition covers brand-building through social media, includes new exercises, case studies and examples throughout and is supported by its own website, www.brandyou.info

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Page Count

265

Publisher

Pearson UK

Published Date

ISBN 10

0273779206

ISBN 13

9780273779209

Competitive Success

How Branding Adds Value

By: John A. Davis

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Competitive Success

How Branding Adds Value

By: John A. Davis

Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. It describes the latest brand frameworks, emphasizing their practical applications. The book presents a comprehensive review of the entire brand spectrum, including: Brand strategy Implementation Customer/brand insight Resource allocation Performance measurement

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Page Count

423

Publisher

John Wiley & Sons

Published Date

ISBN 10

0470998229

ISBN 13

9780470998229

What's in a Name?

Advertising and the Concept of Brands

By: John Philip Jones,Jan S. Slater

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What's in a Name?

Advertising and the Concept of Brands

By: John Philip Jones,Jan S. Slater

This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.

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Page Count

340

Publisher

M.E. Sharpe

Published Date

ISBN 10

0765611120

ISBN 13

9780765611123

Gimme! The Human Nature of Successful Marketing

By: John Hallward

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Gimme! The Human Nature of Successful Marketing

By: John Hallward

In Gimme!, advertising research expert John Hallward shows you how the most effective advertising campaigns tap into our most basic, primal emotions to convince consumers to buy. For marketers and advertisers, this book looks at the human nature of consumers and presents the proven tactics, techniques, and arguments that best motivate the human animal to buy.

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Page Count

240

Publisher

John Wiley & Sons

Published Date

ISBN 10

0470117400

ISBN 13

9780470117408

Advanced Media Planning

By: John R. Rossiter,Peter J. Danaher

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Advanced Media Planning

By: John R. Rossiter,Peter J. Danaher

Provides an advanced approach to media planning as well as coverage of the basics in the discipline. The authors argue that current media planning is too conventional and that reach and frequency must be understood in more complex terms. They introduce using reach patterns in making the reach decision and factoring in effective frequency when making the frequency decision. They also cover carryover, media selection, and implementing and optimizing the media schedule. The included disk contains media planning software designed by Peter Danaher. Annotation copyrighted by Book News, Inc., Portland, OR

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Page Count

134

Publisher

Springer Science & Business Media

Published Date

ISBN 10

0792382188

ISBN 13

9780792382188

Health Care Marketing

Tools and Techniques

By: John L. Fortenberry

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Health Care Marketing

Tools and Techniques

By: John L. Fortenberry

Written from the perspective of the healthcare marketing professional, Health Care Marketing: Tools and Techniques presents a series of 39 essential marketing tools and demonstrates their application in the health care environment.Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time.

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Page Count

337

Publisher

Jones & Bartlett Learning

Published Date

ISBN 10

0763763276

ISBN 13

9780763763275

International Marketing

Analysis and Strategy

By: Sak Onkvisit,John J. Shaw

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International Marketing

Analysis and Strategy

By: Sak Onkvisit,John J. Shaw

The main aim of International Marketing, is to provide solid foundations that are useful for explanation, prediction and control of international business activities.

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Page Count

692

Publisher

John Wiley & Sons

Published Date

ISBN 10

0415311330

ISBN 13

9780415311335

The Marketing Power of Emotion

By: John O'Shaughnessy,Nicholas Jackson O'Shaughnessy

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The Marketing Power of Emotion

By: John O'Shaughnessy,Nicholas Jackson O'Shaughnessy

Emotion is one of the defining forces in our lives. It lies at the very heart of many of our most important experiences and memories. Not surprisingly, the worlds of business and marketing have long drawn on the power of emotion to influence consumer impulses and brand loyalty. Yet beyond the obvious emotions evoked by an inspirational Nike ad or an affecting Hallmark commercial lies an emotional universe that is less conspicuous, even transparent, yet no less influential. In this definitive work, two marketing experts provide a highly original, entertaining and anecdote-rich account of the marketing power of emotion. The primordial force behind motivation and persuasion, emotions enter into all decisions involving tradeoffs and are thus especially relevant to consumer decision-making. The Marketing Power of Emotion traces the manner in which companies rely on emotion to connect with consumers, develop new products, improve their strategic position, and increase brand recognition. Synthesizing key research in a variety of scientific fields, the authors cover the role of mood in persuasion; affect-driven consumer behavior; choice processes; associationism (how consumers develop positive and negative associations with a product); the importance of consistency; response prediction; and emotional response manipulation, among a host of other topics. Importantly, the centrality of emotion in developing brand loyalty is explored in depth. Essential reading for executives and middle management alike, as well as all students and scholars of consumer behavior, The Marketing Power of Emotion is the most authoritative statement yet on this critically important aspect of business strategy.

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Page Count

304

Publisher

Oxford University Press

Published Date

ISBN 10

0195348664

ISBN 13

9780195348668

Tourism and the Branded City

Film and Identity on the Pacific Rim

By: Stephanie Donald,John G. Gammack

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Tourism and the Branded City

Film and Identity on the Pacific Rim

By: Stephanie Donald,John G. Gammack

Comparing the major Pacific Rim cities of Sydney, Hong Kong and Shanghai, this book examines world city branding. Using an interdisciplinary approach, it draws in cultural studies and psychology approaches to offer fresh and useful insights to place branding and marketing in general.

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Page Count

246

Publisher

Ashgate Publishing, Ltd.

Published Date

ISBN 10

075464829X

ISBN 13

9780754648291

Countering Design Exclusion

An Introduction to Inclusive Design

By: Simeon L. Keates,John Clarkson

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Countering Design Exclusion

An Introduction to Inclusive Design

By: Simeon L. Keates,John Clarkson

Inclusive design, universal design and universal access are long standing, familiar terms with clear and laudable goals. However, their teaching and industrial uptake has been very limited. Many products still exclude users unnecessarily for reasons ranging from corporate insensitivity and the size of the market for inclusive products to the individual designer's inability to design them. This pragmatic approach to making inclusive design desirable to industry addresses these issues and discusses why existing methods have failed to be assimilated into industry. Through the use of case studies and examples, Countering Design Exclusion introduces the mind-set necessary to think through the challenges raised by inclusive design and to adapt their solutions to the needs of particular companies. The practical outlook will appeal to anyone who wishes to take account of the largest possible part of the population in their designs.

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Page Count

252

Publisher

Springer Science & Business Media

Published Date

ISBN 10

1852337699

ISBN 13

9781852337698

Book's by John Brand

Strategic Brand Engagement

Strategic Brand Engagement

The Brand Bubble

The Brand Bubble

Brand Against the Machine

Brand Against the Machine

Balanced Brand

Balanced Brand

The Brand Innovation Manifesto

The Brand Innovation Manifesto

Brand You

Brand You

Competitive Success

Competitive Success

What's in a Name?

What's in a Name?

Gimme! The Human Nature of Successful Marketing

Gimme! The Human Nature of Successful Marketing

Advanced Media Planning

Advanced Media Planning

Health Care Marketing

Health Care Marketing

International Marketing

International Marketing

The Marketing Power of Emotion

The Marketing Power of Emotion

Tourism and the Branded City

Tourism and the Branded City

Countering Design Exclusion

Countering Design Exclusion

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