Wyniki wyszukiwania:

"Jon and Andy lay out a road-map for great brand management, packed with the essentials of brand theory and practical tips to make it happen. It does for brand management what the Haynes workshop manuals do for cars."   Peter Gowers, Chief Executive, InterContinental Hotels Group, Asia-Pacific   "Brands are about difference and personality. This book really is different. It makes you think and makes you smile!"   Peter Fisk, The Genius Works   "Branding isn't rocket science but it sometimes pretends to be. Here's abook without such pretensions, a book to make you...

With a constant stream of new communication channels emerging, the real challenge for marketers is not just making sure their brand is present in each space but staying true to their brand purpose.

A follow-up to Bold, the best-selling book which looked at what made cutting edge brands stand out, On Purpose, goes one step further and provides practical advice on how to achieve those same results successfully, over multiple channels. Shaun Smith and Andy Milligan provide a framework for success, explaining how to:
--Stand Up: be clear about brand purpose and...