Brandweek

Brandweek

007 FE Ex or FON on Week in Review BRANDWEEK ( ISSN 1064-4318 , USPS
000-572. This week @ brandweek.com Content 07.20-27.09 SPOTLIGHT
THOPE THAT ALL OUR CUSTOMERS SEE THIS FILM . THE MORE THEY
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Author:

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ISBN: CORNELL:31924083436653

Category: Advertising

Page:

View: 310

Categories: Advertising

Brandweek Directory

Brandweek Directory

Author:

Publisher:

ISBN: OCLC:809685981

Category: Advertising agencies

Page:

View: 960

Categories: Advertising agencies

Plunkett s Advertising Branding Industry Almanac 2008 Advertising Branding Industry Market Research Statistics Trends Leading Companies

Plunkett s Advertising   Branding Industry Almanac 2008  Advertising   Branding Industry Market Research  Statistics  Trends   Leading Companies

... Address: adage.com/americandemographics AdvertisingAge's American
Demographics is a trade publication that looks at demographics from the
marketing view point. BrandWeek 770 Broadway, 7th Floor New York, NY 10003
US Phone: ...

Author: Plunkett Research Ltd

Publisher: Plunkett Research, Ltd.

ISBN: 9781593921095

Category: Business & Economics

Page: 538

View: 172

Covers the fields of advertising, marketing and branding, from advertising on radio and television to direct mail, from online advertising to branding and public relations to paid search inclusion. This book also covers trends in such areas as advertising agencies, marketing consultants, online advertising, branding strategies, and more.
Categories: Business & Economics

Your Ad Here

Your Ad Here

“Ford Takes Online Gamble with New Fiesta.” Wall Street Journal, April 8, 2009.
http://online.wsj.com/article/SB123915162156099499.html Dolbow, Sandra. “
Landscape of the Giants.”Brandweek, November 12, 2001. Donaton, Scott. “
Cannes ...

Author: Michael Serazio

Publisher: NYU Press

ISBN: 9780814724590

Category: Social Science

Page: 224

View: 580

2015 Susanne K. Langer Award for Outstanding Scholarship, Media Ecology Association2013 Book of the Year, Visual Communication Division, National Communication Association Amidst the profound upheavals in technology, economics, and culture that mark the contemporary moment, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In Your Ad Here, an engaging and timely new book, Michael Serazio investigates the rise of “guerrilla marketing” as a way of understanding increasingly covert and interactive flows of commercial persuasion. Digging through a decade of trade press coverage and interviewing dozens of agency CEOs, brand managers, and creative directors, Serazio illuminates a diverse and fascinating set of campaign examples: from the America’s Army video game to Pabst Blue Ribbon’s “hipster hijack,” from buzz agent bloggers and tweeters to The Dark Knight’s “Why So Serious?” social labyrinth. Blending rigorous analysis with eye-opening reporting and lively prose, Your Ad Here reveals the changing ways that commercial culture is produced today. Serazio goes behind-the-scenes with symbolic creators to appreciate the professional logic informing their work, while giving readers a glimpse into this new breed of “hidden persuaders” optimized for 21st-century media content, social patterns, and digital platforms. Ultimately, this new form of marketing adds up to a subtle, sophisticated orchestration of consumer conduct and heralds a world of advertising that pretends to have nothing to sell.
Categories: Social Science

Plunkett s Advertising Branding Industry Almanac 2006

Plunkett s Advertising   Branding Industry Almanac 2006

... brandweek.com Web Address: www.brandweek.com BrandWeek is a weekly
magazine concerning the branding industry. Brandweek's Technology Marketing
Phone: 646-654-5553 Toll Free: 800-641-2030 E-mail Address: ...

Author: Plunkett Research Ltd

Publisher: Plunkett Research, Ltd.

ISBN: 9781593920425

Category: Business & Economics

Page: 451

View: 295

Vital to businesses of all types, the fields of advertising, marketing and branding are covered in-depth in this important volume, from advertising on radio and television to direct mail, from online advertising to branding and public relations to paid search inclusion. Analysis of trends, globalization, technologies, finances and more. This carefully-researched book covers exciting trends in such areas as advertising agencies, marketing consultants, online advertising, branding strategies, global markets and more. This reference tool includes thorough market analysis as well as our highly respected trends analysis. You'll find a complete overview, industry analysis and market research report in one superb, value-priced package. It contains thousands of contacts for business and industry leaders, industry associations, Internet sites and other resources.This book also includes statistical tables, an industry glossary and thorough indexes. The corporate profiles section of the book includes our proprietary, in-depth profiles of 334 leading companies in all facets of the advertising, branding and marketing industry. Here you'll find complete profiles of the hot companies that are making news today, the largest, most successful corporations in the business. Purchasers of either the book or PDF version can receive a free copy of the company profiles database on CD-ROM, enabling key word search and export of key information, addresses, phone numbers and executive names with titles for every company profiled.
Categories: Business & Economics

Plunkett s Advertising Branding Industry Almanac 2007

Plunkett s Advertising   Branding Industry Almanac 2007

... brandweek.com Web Address: www.brandweek.com BrandWeek is a weekly
magazine concerning the branding industry. Brandweek's Technology Marketing
Phone: 646-654-5553 Toll Free: 800-641-2030 E-mail Address: ...

Author: Plunkett Research Ltd

Publisher: Plunkett Research, Ltd.

ISBN: 9781593920814

Category: Business & Economics

Page: 544

View: 228

Vital to businesses of all types, the fields of advertising, marketing and branding are covered in-depth in this important volume, from advertising on radio and television to direct mail, from online advertising to branding and public relations to paid search inclusion. Analysis of trends, globalization, technologies, finances and more. This carefully-researched book covers exciting trends in such areas as advertising agencies, marketing consultants, online advertising, branding strategies, global markets and more. This reference tool includes thorough market analysis as well as our highly respected trends analysis. You'll find a complete overview, industry analysis and market research report in one superb, value-priced package. It contains thousands of contacts for business and industry leaders, industry associations, Internet sites and other resources.This book also includes statistical tables, an industry glossary and thorough indexes. The corporate profiles section of the book includes our proprietary, in-depth profiles of the 350 leading companies in all facets of the advertising, branding and marketing industry. Here you'll find complete profiles of the hot companies that are making news today, the largest, most successful corporations in the business. Purchasers of either the book or PDF version can receive a free copy of the company profiles database on CD-ROM, enabling key word search and export of key information, addresses, phone numbers and executive names with titles for every company profiled.
Categories: Business & Economics

Brand Resilience

Brand Resilience

Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century.

Author: Jonathan R. Copulsky

Publisher: St. Martin's Press

ISBN: 0230120342

Category: Business & Economics

Page: 256

View: 601

As the recent Tiger Woods scandal illustrates, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash—by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century. Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage: A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work. One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier. Your competitor's ads trumpet their solution to the performance problems associated with your most recent product. A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards.
Categories: Business & Economics

Adweek

Adweek

Author:

Publisher:

ISBN: NWU:35556030903298

Category: Advertising

Page:

View: 709

Categories: Advertising

Too Busy to Shop

Too Busy to Shop

A leading expert on marketing to woman shows how to reach today's ultra-busy female consumer.

Author: Kelley Murray Skoloda

Publisher: Greenwood Publishing Group

ISBN: 9780313354878

Category: Business & Economics

Page: 173

View: 747

A leading expert on marketing to woman shows how to reach today's ultra-busy female consumer.
Categories: Business & Economics

New Brand Leadership

New Brand Leadership

New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing.

Author: Larry Light

Publisher: FT Press

ISBN: 9780134194516

Category: Business & Economics

Page: 250

View: 447

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.
Categories: Business & Economics

Brand Leadership

Brand Leadership

This immensely readable book provides the brand management team with the capability to: --Create and elaborate brand identities (what should the brand stand for) --Use the brand relationship spectrum, a powerful tool to harness subbrands ...

Author: Erich Joachimsthaler

Publisher: Simon and Schuster

ISBN: 074320378X

Category: Business & Economics

Page: 368

View: 671

Recognized by Brandweek as "the dean of the brand-equity movement," David Aaker now prepares managers for the next level of the brand revolution—brand leadership. For the first time, Aaker and coauthor Erich Joachimsthaler describe how the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system pioneered by Procter & Gamble. This fundamental shift involves nothing less than a revolution in organizational structure, systems, and culture—as the authors demonstrate with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to: --Create and elaborate brand identities (what should the brand stand for) --Use the brand relationship spectrum, a powerful tool to harness subbrands and endorsed brands to form brand architectures that create clarity, synergy and leveraged assets --Identify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter --Use the Internet and sponsorship to make brands resources work more effectively --Address the four imperatives of global brand management Like David Aaker's two previous bestselling books, Brand Leadership will be essential reading for line executives and brand managers in market-driven firms worldwide.
Categories: Business & Economics

This One Time at Brand Camp

This One Time  at Brand Camp

The second collection (2008) from Tom Fishburne's Brand Camp series.

Author: Tom Fishburne

Publisher: Lulu.com

ISBN: 9781435759671

Category: Marketing

Page: 128

View: 178

The second collection (2008) from Tom Fishburne's Brand Camp series. Includes over 100 cheeky marketing cartoons from 2005 to 2008, complete with liner notes on each one, and a forward by Jackie Huba, co-author of "Creating Customer Evangelists." Brand Camp cartoons cover provocative business issues on marketing, innovation, sustainability, design, and management. First drawn on the backs of Harvard Business School cases as a popular student strip and later emailed to a handful of colleagues at General Mills, Brand Camp has grown by word-of-mouth to reach thousands of marketers each week and appears regularly in blogs, web sites, and publications such as Brandweek, Market Leader, and the Asian Wall Street Journal.
Categories: Marketing

Six Rules of Brand Revitalization

Six Rules of Brand Revitalization

- Plan and execute all 6 components of a winning brand revitalization - Master the 12 truths for avoiding brand disaster - Recognize the 12 tendencies that lead great brands into trouble - Anticipate and solve emerging brand problems while ...

Author: Larry Light

Publisher: Financial Times/Prentice Hall

ISBN: 0134507835

Category: Business & Economics

Page: 250

View: 500

Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success. Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes... how to reenergize them... why hard-to-change bad habits can lead brands back into trouble again... and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it!
Categories: Business & Economics

Getting the Bugs Out

Getting the Bugs Out

In Getting the Bugs Out, journalist and auto industry expert David Kiley tells the complete story of the rise, fall, and comeback of Volkswagen.

Author: David Kiley

Publisher: John Wiley & Sons

ISBN: 9780471225980

Category: Business & Economics

Page: 320

View: 198

The fascinating story of Volkswagen's raging success and near collapse in America After a wild ride of ups and downs for almost three decades, Volkswagen has regained its stature as one of America's most beloved auto makers. In Getting the Bugs Out, journalist and auto industry expert David Kiley tells the complete story of the rise, fall, and comeback of Volkswagen. Kiley traces the company's rise from Ferdinand Porsche's original design for the Beetle, through the Nazi era, and up to the Beetle's ascendancy during the flower-power 1960s. He explores the reasons for VW's downward spiral through the 1970s and 1980s, including the devastating management blunders that led to such failed efforts as the Rabbit, Dasher, Thing, and Scirocco, and equally catastrophic marketing initiatives, culminating in the notorious "Fahrfegnugen" series of ads. Finally, drawing upon his unique access to company insiders, Kiley tells the story of how Volkswagen achieved its phenomenal comeback beginning in the late 1990s through a combination of visionary management, cutting-edge product development, and brilliant marketing and advertising strategies. David Kiley (Anne Arbor, MI), the Detroit Bureau Chief at USA Today, is a journalist with fifteen years of experience, ten of which have been devoted to covering the auto industry. He has written extensively for Adweek and Brandweek magazines.
Categories: Business & Economics

Buzz

Buzz

This book is a dynamic guide that sheds new light on the topic of buzz using real-world examples and case studies that show how marketers can manufacture the seemingly authentic word-of-mouth to which today's cynical consumer responds.

Author: Marian Salzman

Publisher: John Wiley & Sons

ISBN: 0471273457

Category: Business & Economics

Page: 256

View: 412

How to master the power of buzz Trendspotters and bestselling authors Marian Salzman and Ira Matathia demystify buzz and show how marketers can create and leverage it for the success of their products and services. The world we inhabit is in constant flux, and the captive audience on which advertisers relied for years no longer exists. Branding today requires a flexibility and creativity that have thus far eluded many traditional practitioners. When there is no clear forum for communicating your brand message to the audience, you must have your audience do it for you. The authors show how and why buzz works, examining case studies like Kate Spade, Madonna, Bulgari, Ford, Nokia, and French Connection. They explore the role specific consumer groups play in setting trends, show how influence works, reveal the efficacy of shock ads, and explain how to manage brand momentum. This book is a dynamic guide that sheds new light on the topic of buzz using real-world examples and case studies that show how marketers can manufacture the seemingly authentic word-of-mouth to which today's cynical consumer responds.
Categories: Business & Economics

Vans Off the Wall 50th Anniversary Edition

Vans  Off the Wall  50th Anniversary Edition

This updated edition, published to coincide with the brand’s 50th anniver­sary, brings to life the Vans community of boarders, bikers, artists, musicians, and street culture, and the iconic shoes its members love to wear.

Author: Doug Palladini

Publisher: Abrams

ISBN: 9781613129517

Category: Design

Page: 240

View: 810

A celebration, chronicle, and must-have for Vans sneakers fans, Vans: Off the Wall offers vivid photography and the compelling story of a casual canvas shoe and a DIY spirit that helped turn pop culture inside out. This updated edition, published to coincide with the brand’s 50th anniver­sary, brings to life the Vans community of boarders, bikers, artists, musicians, and street culture, and the iconic shoes its members love to wear. With oral his­tories from Tony Alva, Joel Tudor, Steve Caballero, Stacy Peralta, Oliver Peck, and others—as well as two new chapters of original material—Vans: Off the Wall provides an intimate, visually stunning account of how the company has changed the face of pop culture since its founding in 1966.
Categories: Design

The Five Faces of Genius

The Five Faces of Genius

Catagorizes genius into five creative styles--seer, observer, alchemist, fool, and sage--by using such examples from history as Mozart, Jeff Bezos, Anita Roddick, and Ray Kroc.

Author: Annette Moser-Wellman

Publisher: Viking Adult

ISBN: 067089477X

Category: Business & Economics

Page: 208

View: 352

Catagorizes genius into five creative styles--seer, observer, alchemist, fool, and sage--by using such examples from history as Mozart, Jeff Bezos, Anita Roddick, and Ray Kroc.
Categories: Business & Economics

The Complete Idiot s Guide to Starting and Running a Winery

The Complete Idiot s Guide to Starting and Running a Winery

Making the dream a realityÂ… For many people, owning and running a winery is a dream job.

Author: Thomas Pellechia

Publisher: Penguin

ISBN: 1592578187

Category: Business & Economics

Page: 344

View: 134

Making the dream a realityÂ… For many people, owning and running a winery is a dream job. According to Wine Business Monthly, the number of wineries in the U.S. has jumped 26% in less than three years. To carry out this dream, one must understand that wine making involves both science and art. Starting a winery is just like starting any other business and requires planning and a deep understanding of the industry. In The Complete IdiotÂ's Guide® to Starting and Running a Winery, readers will learn: •How to put together a business plan •Different varieties of grapes and wines •How to lay out a floor plan and what equipment is needed •How to promote wines
Categories: Business & Economics