Includes bibliographical references (pages 209-222) and index.
Contents:
Part 1 : A house is not a home -- The ultimate dinner guest : generating value through brand meaning -- There's no place like home : building brand meaning -- How to be a mammal among dinosaurs : harnessing brand purpose -- Part 2 : A new kind of brand strategy -- Branding in ink : harnessing the power of social identity -- Money can't buy love : brand loyalty and the science of warmth -- A million Walter Cronkites : brand communication in a fragmented era -- Part 3 : Above and beyond -- Steeped in symbolism : how social signals enrich branding -- Political actors : navigating brand activism -- Seeing the unseeable : brand innovation and social norms -- Epilogue.
Summary:
"A revelatory guide on how to build, sustain and grow a brand. A brand is either beloved, or it's noise. We live in a fast-paced world of immediate gratification where consumers can listen to any song, watch any movie, or read any article, with the touch of a few buttons. They are peppered with hyper-personalized targeting for products that can be ordered seamlessly and arrive within hours. And if your brand isn't the first to come to mind, they'll click that button and it'll be delivered by someone else. So how do you make sure your brand connects with consumers? Branding that Means Business draws from the authors' experience and business literature as well as psychology, sociology, and even anthropology to show readers that while any brand serves the business, the mechanisms that enable it are all about connecting with people. Readers will learn how to create, maintain, and operationalize their brand, and think creatively about how to differentiate their product and most importantly, make consumers fall in love with it." -- Publisher description.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.