In the digital age, the old rules of marketing and branding are in desperate need of overhaul. Word of mouth has evolved to word of type as customers promote or deride products and services to a massive Internet audience at a moments notice. Any misstep away from the brand message becomes a catastrophe as companies are no longer afforded the luxury of tweaking their message as a commercial, ad, or story develops, resulting in damage control that not only costs the brand money, but also costs customer support, hurting a brand's image and integrity. In The Edge, Allen Adamson examines how the leading brands of today maintain their dominance in the market utilizing the strategies put forth in his previous books BrandSimple and BrandDigital. Adamson succinctly accounts specific challenges facing the biggest brands of today, from major companies like Apple and General Mills to celebrity brands like Lady Gaga and Jay Z. He reveals the guiding principles employed to ensure the message stays focused, remains clear, and continues to drive a brand to the top of the market.
Release on 2020-01-31 | by Mark Toft,Jay Sunny,Rich Taylor
Author: Mark Toft,Jay Sunny,Rich Taylor
Category: Business & Economics
A common problem in marketing is what a brand says in advertising isn't always what customers and employees experience. This book shows you how to align your marketing efforts with the purpose of your brand. Too many companies depend on marketing tactics that don't match the needs and concerns of their customers, or embrace messaging and causes that don't connect. Authenticity is an anti-gimmick business book. It prescribes clear strategies that enable companies to communicate in a more genuine, emotional way. Authors Mark Toft, Jay Sunny, and Rich Taylor provide a series of approaches to help embrace and communicate the purpose of your brand with effectiveness. Whether you're a business executive who wants to be more persuasive or an advertising professional looking to grow your brand, this book combines the authors' successful experiences at top agencies into practical advice that can work for anyone in any business. Readers will learn the importance of purpose and conflict in marketing activities, how to approach advertising with clarity and passion, and how to plan content while avoiding the false allure of aspirational advertising and insincere corporate social responsibility. Inauthentic messaging can often spell failure for a business, but the company that tells a genuine, compelling story to its clients is the one that succeeds. Supports reading in small doses through short, provocative chapters Offers refreshed principles and strategies to help reveal or recover authenticity in your branding, messaging, advertising, and marketing Roots advice in over five decades of combined business and marketing experiences producing award-winning campaigns Provides examples and analysis of brands that align marketing with their genuine purposes Relates surprising and commonsense wisdom in an engaging style, free of business jargon
Release on 2002-09-19 | by Christiane Nusslein-Volhard,Ralf Dahm
Author: Christiane Nusslein-Volhard,Ralf Dahm
Pubpsher: Oxford University Press
The zebrafish has become one of the most important model organisms to study biologial processes in vivo. As a vertebrate that has many of the strengths of invertebrate model systems, it offers numerous advantages to researchers interested in many aspects of embryonic development, physiology and disease. The next few years will see the completion of large scale initiatives that exploit the zebrafish as a model system for the understanding of gene function in vertebrates, including the sequencing of the genome. The zebrafish will therefore play an increasingly important role in the future of biomedical research. Whole genome sequencing projects, such as the human genome project, have led to the isolation of tens of thousands of genes for which the in vivo function is unknown. It is therefore likely that an increasing number of researchers will turn to organisms such as the zebrafish to understand the in vivo requirement for the proteins these genes encode. Recent technical advances now allow the rapid testing of in vivo function of as yet uncharacterised genes in zebrafish in large numbers and at a speed that is impossible in other systems. This book not only provides a complete set of instructions that will allow researchers to establish the zebrafish in their laboratory. It also gives a broad overview of commonly used methods and a comprehensive collection of protocols describing the most powerful techniques.
Release on 2010-04-09 | by David Taylor,David Nichols
A Practical Workout to Gain and Retain Brand Leadership
Author: David Taylor,David Nichols
Pubpsher: John Wiley & Sons
Category: Business & Economics
This refreshingly simple, practical guide demonstrates how brand management can boost business performance. It is the ideal inspiration for creating growth in today's tough economic times. Following the template of the highly successful original version, the book consists of a programme of 8 "workouts" that will help marketers raise their own game in key areas such as: insight, portfolio strategy, positioning and innovation. The tools and techniques in the book have been road-tested on over 100 brandgym projects out of the last 8 years, making this book extremely practical. Based on the inside stories of brand leaders who have achieved success: Tesco, T-Mobile, Unilever and Proctor and Gamble. These companies share their tips, tricks and warn of the traps to avoid. 50% of the content is new or updated with the latest thinking on "recession proof branding", how to win when times are tough, communication briefing, growing the core business and new research with marketing directors on the key success factors of brand leaders. The authors are most influential, appearing in The Guardian, Marketing, Brand Strategy, Market Leader and The Marketer. The CIM have called David Taylor one of the "World's 50 most important marketing thinkers".