Emotional Branding: How Successful Brands Gain the Irrational EdgePrima Venture, 2000 - 306 páginas How do you launch a product in today's ultra-competitive and often saturated markets, break through the clutter, and develop strong and lasting customer loyalty? Get in touch with your customers' deepest emotions, of course. Emotional Branding teaches you the how's and why's of, "How does our product or service make our customers feel?" Author Daryl Travis (with a little help from Harry) leads you on a journey filled with colorful ideas and bottom-line lessons that will teach you how to instill brand loyalty in your customers. Whether you are a CEO, an advertising guru, or an innovative businessperson, you will discover how to use a brand's mystique to create powerful and lasting emotional connections with your customers. Travis also addresses: ·Branding as a product of intuitive thinking ·How people develop emotional responses to brands ·Bringing together a company's elements to form a brand ·Developing successful offshoot brands from existing ones ·And much more! Emotional Branding teaches you how to identify and empower your product's appeal and connect it to your customers' experiences with your product. The results unlock the secrets to emotional branding, enhance the brand-consumer relationship, and show you and your business new prosperity—all from discovering and applying these powerful new ways to use the "F" word, F-E-E-L-I-N-G-S. "Today's marketplace confusion can only be sorted out one way: by brand power. Daryl Travis's Emotional Branding sings, a book to savor and ponder. And, if approached in the right spirit, a book to change your worldview and renovate your bottom line. Hint: It's for finance and human resource folks as much as for marketers, as much for three-person architectural studios as for Virgin or GE execs." —Tom Peters, coauthor of In Search of Excellence "Every CEO's job is to create value and build assets, and every company's most formidable asset is its brand. Daryl's book is an important reminder that brands must be protected and nurtured. Read it, take it to heart, and expect some amazing things to happen in your business." —James Berrien, president of Forbes magazine "I've been in the business of building global brands for more than 25 years, and I've yet to read a better account of what it takes to make a brand. Apply all the analytics you want to a great company or brand and in the end you'll find it comes down to how people feel about it. This book reveals why." —Thomas Oliver, CEO of Bass Hotels & Resorts, former executive VP of marketing, FedEx |
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... sell all your rooms at 75 percent off the regular price , you could keep a 100 percent occupancy rate and go broke . Selling on price is never as valuable as selling on the promise of quality and service that begets loyalty that begets ...
... sell all your rooms at 75 percent off the regular price , you could keep a 100 percent occupancy rate and go broke . Selling on price is never as valuable as selling on the promise of quality and service that begets loyalty that begets ...
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... selling takes on a new dimension when you put it in the con- text of a relationship . Selling is often talking to . A relationship is usually talking with . Transaction implies a sell- ing monologue , such as when a home- heating ...
... selling takes on a new dimension when you put it in the con- text of a relationship . Selling is often talking to . A relationship is usually talking with . Transaction implies a sell- ing monologue , such as when a home- heating ...
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... sell their brands digitally , like software makers , can even sell their products and col- lect payment entirely over the Internet — no courier companies , and no waiting at home for UPS . Your purchase just gets downloaded into your ...
... sell their brands digitally , like software makers , can even sell their products and col- lect payment entirely over the Internet — no courier companies , and no waiting at home for UPS . Your purchase just gets downloaded into your ...
Índice
PART TWOWHAT BRANDS ARE AND | 16 |
FOUNDATIONS | 33 |
PART FOURBUILDING BRANDS WITH MEANING | 89 |
Direitos de autor | |
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Abrashoff advertising agency Armani become better brand building brand equity brand loyalty Business 2.0 CHAPTER client Club Med Coke communication consumer create Driving Brand Value emotional employees example experience fact Fast Company Fast Company magazine FedEx feel Financial Post focus groups give goes Harley-Davidson Harry human Ibid idea important Indian motorcycle integrated marketing Internet Ion Storm Jeff Bezos keep kind launch Laura Ries leaders leadership Levi's listening logo look mass customization means million mind mission statement National Post ness never organization percent person Peter Drucker Petzinger product or service profit promise relationships response Richard Branson says sell simply spending stakeholders story success talk tell There's things thought tion tomers Virgin word writes Yahoo York