The 22 Immutable Laws of Branding

How to Build a Product or Service into a World-Class Brand

Author: Al Ries,Laura Ries

Publisher: Harper Collins

ISBN: 0061983675

Category: Business & Economics

Page: 272

View: 4868

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding. Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so. The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.

Die 22 unumstößlichen Gebote im Marketing

Al Ries ; Jack Trout. Aus dem Amerikan. von Ursula Bischoff

Author: Al Ries,Jack Trout

Publisher: N.A

ISBN: 9783548700182

Category:

Page: 159

View: 748

Jack Trout, einer der bekanntesten Namen in der Welt der Marketingstrategie, ist Geschäftsführer von Trout & Partners und Chef eines weltweiten Netzes von Niederlassungen. Er ist überaus beliebter Vortragender und Autor von mehreren Marketing-Bestsellern. Trout & Partners berät unter anderem AT&T, IBM, Merck, Southwest Airlines und Wells Fargo Bank.

Die Entstehung der Marken

über die Naturgesetze der Innovation und das Überleben der Stärksten im Business

Author: Al Ries,Laura Ries

Publisher: Redline Wirtschaft

ISBN: 9783636012234

Category:

Page: 313

View: 3503

The 22 Immutable Laws of Marketing

Exposed and Explained by the World's Two

Author: Al Ries,Jack Trout

Publisher: Harper Collins

ISBN: 0061798177

Category: Business & Economics

Page: 160

View: 407

Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.

Focus

The Future of Your Company Depends on It

Author: Al Ries

Publisher: Harper Collins

ISBN: 0060799900

Category: Business & Economics

Page: 320

View: 2961

What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises. Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid guidance on how to get focused and how to stay focused, laying out a workable blueprint for any company's evolution that will increase market share and shareholder value while ensuring future success.

Das Tornado-Phänomen

Die Erfolgsstrategien des Silicon Valley und was Sie daraus lernen können

Author: N.A

Publisher: Springer-Verlag

ISBN: 3322827372

Category: Business & Economics

Page: 256

View: 914

The Fall of Advertising and the Rise of PR

Author: Al Ries,Laura Ries

Publisher: Harper Collins

ISBN: 9780061742736

Category: Business & Economics

Page: 320

View: 6417

Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.

Smartcuts

Wie Querdenker und Business-Ikonen Erfolg beschleunigen

Author: Shane Snow

Publisher: GABAL Verlag GmbH

ISBN: 3956232372

Category: Business & Economics

Page: 246

View: 6524

In SMARTCUTS nimmt der New Yorker Journalist Shane Snow das unkonventionelle Verhalten diverser Overachiever der Geschichte unter die Lupe: Menschen und Unternehmen, die in unwahrscheinlich kurzer Zeit unglaubliche Dinge zuwege bringen. Und er zeigt, wie jeder von uns mit »Smartcuts« seine Gewohnheiten überdenken und seinen Erfolg beschleunigen kann. Warum ziehen manche Unternehmen in wenigen Monaten Millionen Kunden an, während andere floppen? Wie schafften es Alexander der Große, YouTube-Phänomen Michelle Phan und Tonight-Show-Moderator Jimmy Fallon, sich in kürzerer Zeit an die Spitze zu katapultieren, als die meisten von uns auf die nächste bescheidene Gehaltserhöhung warten müssen? Wie setzen sich schnell wachsende Unternehmen, Weltklasse-Herzchirurgen und Underdog-Vermarkter von der Masse ab? In allen Bereichen gibt es Querdenker, die wie Computerhacker neue und bessere Wege finden, um Erstaunliches zu bewerkstelligen. Seit jeher werden die größten Erfolge von jenen Menschen errungen, die sich weigern, den ausgetretenen Pfaden zu folgen, und sich über die Norm hinwegsetzen. In SMARTCUTS widerlegt Snow so manches vermeintliches Erfolgsrezept; er zeigt, warum es zwecklos ist, die »Mühlen zu durchlaufen«, warum Schulkinder keine Multiplikationstabellen auswendig zu lernen brauchen und warum es einfacher ist, ein großes anstelle eines kleinen Unternehmens aufzubauen. SMARTCUTS berichtet von Innovatoren, die es gewagt haben, anders zu arbeiten, und bietet Ihnen praktische Tipps. Sie lernen, wie Sie unternehmerische und technologische Begriffe auf den Erfolg anwenden können und wie auch Sie durch Nachahmung Ihren Wettbewerbern den Rang ablaufen, Ihr Unter nehmen wachsen lassen und Gesellschaftsprobleme schneller lösen können, als Sie es für möglich gehalten hätten.

Conversations with Marketing Masters

Author: Laura Mazur,Louella Miles

Publisher: John Wiley & Sons

ISBN: 0470025913

Category: Business & Economics

Page: 236

View: 7598

Conversations with Marketing Masters offers new insights bygathering the collected wisdom of the most influential marketingthinkers of our age, each of whom has given a structured interview.Covering a wide range of issues and illustrating concepts withcases of success and failure, these seminal dialogues offer a rarelook at what made each master great – and a glimpse of themarketing future. The Marketing Masters featured are Philip Kotler, David Aaker,Jean-Claude Larreche, Regis McKenna, Don Peppers, John Quelch, AlRies, Martha Rogers, Don Schultz, Patricia Seybold, Jack Trout andLester Wunderman. The conversations are free-flowing dialogues inwhich each personality is allowed to shine through.

Brand Failures

The Truth about the 100 Biggest Branding Mistakes of All Time

Author: Matt Haig

Publisher: Kogan Page Publishers

ISBN: 9780749439279

Category: Business & Economics

Page: 310

View: 9021

Praise and Reviews `You learn more from failure than you can from success. Matt Haig`s new book is a goldmine of helpful how-not-to advice which you ignore at your own peril.` LAURA RIES, President, Ries & Ries, marketing strategists, and bestselling co-author of The Fall of Advertising and the Rise of PR and The 22 Immutable Laws of Branding `I thought the book was terrific. Brings together the business lessons from all the infamous brand disasters from the Ford Edsel and New Coke to today's Andersen and Enron. A must-buy for marketers.` PETER DOYLE, Professor of Marketing & Strategic Management, Warwick Business School, University of Warwick `If you are responsible for your brand, read this book. It might just be the best investment that you will ever make!` SHAUN SMITH, Senior Vice President of Forum, a division of FT Knowledge, and author of Uncommon Practice `Every marketer will read this with both pleasure and profit. Some of the stories are really enjoyable but the lessons are deadly serious. Read it, enjoy it, learn from it.` PATRICK BARWISE, Professor of Management and Marketing, London Business School `I highly recommend his book to everyone responsible for brand creation, development and management.` DR PAUL TEMPORAL, Brand Strategy Consultant, Singapore (www.brandingasia.com) and author of Advanced Brand Management `makes entertaining reading, but its message is serious and provides a valuable checklist of lessons learned.` MARKETING, April 2003 `Splendid advice` THE DAILY FOCUS (Korea) `Read it` SPORTS TODAY (Korea) What do Coca-Cola, McDonalds, IBM, Microsoft and Virgin have in common? Yes, they are all global giants striding successfully across the world, but what they are less recognized for are all those branded products they've launched that have bombed -spectacularly and at great cost. Brand Failures is a riveting look at how such disasters occur. For the first time we're given the inside story of 100 major brand blunders that make for jaw-dropping reading. Matt Haig approaches his subject in a truly entertaining style - yes, this is a business book that is actually fun to read! But his message is deadly serious. He describes those brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without trace. He also looks at acknowledged brand mistakes made by successful blue-chip companies and some lesser-known but hilarious bombshells. He reveals what went wrong in every case and provides for each a valuable checklist of lessons learnt, categorized as: classic failures; idea failures; extension failures; PR failures; culture failures; people failures; rebranding failures; Internet and new technology failures; tired brands. Companies live or die on the strength of their brand, and failure can be fatal. Don't let yours be consigned to the brand graveyard. A tour of Matt Haig's fascinating hall of failure will alert you to potential dangers and show you how to ensure a long, healthy life for your brand.

The Origin of Brands

Discover the Natural Laws of Product Innovation and Business Survival

Author: Al Ries,Laura Ries

Publisher: Harper Collins

ISBN: 0060570148

Category: Business & Economics

Page: 320

View: 2509

What Charles Darwin did for biology, Al and Laura Ries do for branding. In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success. Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet. Instead, opportunity lies in the opposite direction—in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In The Origin of Brands, you will learn how to: Divide and conquer Exploit divergence Use the theories of survival of the firstest and survival of the secondest Harness the power of pruning Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses have written the definitive book on branding. The Origin of Brands will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding.

It's a Branded World

Author: Tom Sitati

Publisher: Lulu.com

ISBN: 0557093805

Category: Business & Economics

Page: 200

View: 8727

This is the first book on branding published in East Africa by an East African and takes a wide view of both the local and global brandscape. Through the collection of selected articles, the book which makes for an easy read, also tackles the future of brands and branding.

Networking für Networking-Hasser

Sie können auch alleine essen und erfolgreich sein!

Author: Devora Zack

Publisher: GABAL Verlag GmbH

ISBN: 3869363339

Category: Law

Page: 187

View: 4929

Happy Hours don’t make you happy? Gehören Sie auch zu den Menschen, bei denen Stehpartys, Smalltalks und Happy-Hour-Events unweigerlich Fluchtimpulse auslösen? Die lieber ruhige Face-to-face-Unterhaltungen mögen statt turbulente Massenevents? Devora Zack ist Networking-Expertin – introvertierte Networking-Expertin. Sie nimmt sich der »verstaubten alten Regeln« des Networking an und stellt sie auf den Kopf. Niemand muss zum leutseligen Extrovertierten mutieren, um erfolgreicher Networker zu sein. Mit viel Humor und Sachverstand vermittelt das Buch, wie exakt die Eigenschaften, die uns zu Networking-Hassern machen, uns helfen können, Networking zu betreiben, das unserem Temperament entspricht. »Ich kenne keinen Menschen, der von der Kunst des Networkings nicht ungemein profitiert hätte – solange er es nach seinen eigenen Regeln tun konnte«, schreibt die Autorin. »Die Verleugnung des eigenen Temperaments ist keine Option; wer erfolgreich sein will, muss mit seinen Stärken arbeiten. «

The 18 Immutable Laws of Corporate Reputation

Creating, Protecting, and Repairing Your Most Valu

Author: Ronald J. Alsop

Publisher: Simon and Schuster

ISBN: 9781439122686

Category: Business & Economics

Page: 320

View: 4334

A Simon & Schuster eBook. Simon & Schuster has a great book for every reader.

Visual Hammer

Nail Your Brand Into the Mind with the Emotional Power of a Visual Hammer

Author: Laura Ries

Publisher: Ries' Pieces Publishing

ISBN: 9780984937066

Category:

Page: 164

View: 4446

When my dad, Al Ries, wrote "Positioning: The Battle for Your Mind" in 1981, he overlooked one important idea. The visual. Positioning is a totally verbal concept. You build a brand by owning a word in the mind. Yet the best way into a mind is not with words at all. The best way into a mind is with visuals. But not any visual. You need a "visual hammer" that hammers a verbal nail. The Marlboro cowboy. Coca-Cola's contour bottle. Corona's lime. The cowboy hammers "masculinity." The contour bottle hammers "authenticity." The lime hammers "genuine Mexican beer." A trademark is not a visual hammer. Almost every brand has a trademark, but fewer than one out of a hundred brands have a visual hammer. A trademark is a rebus which communicates nothing except the name of the brand. A visual hammer, on the other hand, communicates the essence of the brand. Visual Hammer is the first book to document the superiority of the "hammer and nail" approach to branding. Some examples. The pink ribbon that made Susan G. Komen for the Cure the largest nonprofit foundation to fight breast cancer. The Aflac duck that increased Aflac's name recognition from 12 percent to 94 percent. The green jacket which made the Masters the most-prestigious golf tournament. The polo player which made Ralph Lauren the largest-selling high-end clothing brand. The bottle which made Absolut the largest-selling high-end vodka. The watchband which made Rolex the largest-selling luxury watch. The red soles which made Christian Louboutin the leading luxury-shoe brand. The chalice which made Stella Artois the fifth largest-selling imported beer. Colonel Sanders who made KFC the world's largest chicken chain. Why are marketing plans usually nothing but words when the best way into a mind is with the emotional power of a visual? After reading Visual Hammer, you might want to tear up your current marketing plan and start fresh.

Emotional Branding: Playing with the Senses

A Conceptual Approach

Author: Ulrike Max

Publisher: diplom.de

ISBN: 3832453296

Category: Business & Economics

Page: 131

View: 3133

Inhaltsangabe:Abstract: The objective of this work is to show the significance of Emotional Branding as a marketing, brand design, and communication instrument based on the changed business situation and demanding customer needs. The five basic senses: taste, touch, sight, sound, and smell shall be explained and set into relation to the brand elements. A lot of marketers discuss about Emotional Branding as the future approach without exactly knowing what this term contains. The aim of this diploma thesis is the development of a conceptual approach in form of a guideline with the key components to emotionalize brands, to give them a face and a character in order to reach the overall aim: the identification of customers with the brand. The first part of this work provides the basic knowledge. It explains and defines in addition to the basic terms brand and branding , terms like brand image , brand identity and brand equity . The second part describes the changes in buying behavior, the changing needs and different perceptions of today s customers. The three main generations are explained to demonstrate the need for Emotional Branding as a new kind of branding tool. Additionally the explanations to hybrid buying behavior and smart shopping will show the necessity of a positive brand experience and the change from Branding to Emotional Branding. It gives a definition of Emotional Branding and a short introduction to the instruments that can be used to support the brand elements, which are closer explained in the main part. The traditional marketing searches for new ideas. The aim is clear. Excitement and experiences shall go along with attractive brand worlds. But how to emotionalize communication? The third and main part shows in form of a guideline how to create an incomparable brand image with the help of tones, colors, scents etc. in combination with the brand elements. In this context successful strong brands that were able to find their way into the consumers psyche and built up strong emotional relationships will be taken as examples. Finally the last part is a critical reflection of the brands playing with the consumers senses in order to influence their everyday life. Moreover points are outlined that should be considered to support the successful use of Emotional Branding. Inhaltsverzeichnis:Table of Contents: 1.Aim and Objective1 2.Methodology1 3.Abstract2 4.Introduction3 5.Brand / Branding5 5.1Definition [...]

Facebook, YouTube, Xing & Co

gewinnen mit Social Technologies

Author: Charlene Li,Josh Bernoff

Publisher: N.A

ISBN: 9783446417823

Category:

Page: 294

View: 7471

Immer mehr Menschen nutzen "Social Technologies": Internet-Plattformen wie Facebook, YouTube und Twitter sowie Tools wie Podcasts, Wikis und Blogs, wo sie sich online austauschen. Dort finden sie, was sie suchen - Informationen, Produkte, Geschäftspartner oder einfach jemanden zum Chatten. Viele Unternehmen tun sich schwer mit den Social Technologies: Sie sind es nicht gewohnt, dass sich Kunden ganz unverblümt zu ihren Produkten äußern, statt die "offizielle" Produktwerbung zu schlucken. Aber ob es den Unternehmen gefällt oder nicht: Die Bedeutung der Social Technologies nimmt ständig weiter zu. Unternehmen, die diesen Trend ignorieren, sind jetzt schon erheblich im Nachteil gegenüber ihren Wettbewerbern - wer die Herausforderung annimmt, kann davon stark profitieren. Charlene Li und Josh Bernoff zeigen, wie Social Technologies funktionieren - und wie Unternehmen sie strategisch für sich nutzen können. Mehr als zwanzig konkrete Fallbeispiele zeigen, wie führende Unternehmen aus aller Welt und in ganz verschiedenen Branchen mit Social Technologies ihren Umsatz und ihren Gewinn steigern - und was Führungskräfte in allen Unternehmen davon lernen können. Charlene Li, vormals bei Forrester Research, ist nun als unabhängige Vordenkerin und Beraterin tätig. Josh Bernoff ist Vice President und Principal Analyst bei Forrester Research. Er rief kontinuierlich erhobene Umfragen zu Technologiethemen bei Forrester Research ins Leben. Durch seine Forschungen versucht er eine Antwort auf die Frage zu geben, wie Menschen Technologien nutzen.

Die Macht des Einfachen.

Warum komplexe Konzepte scheitern und einfache Ideen überzeugen.

Author: Jack Trout,Steve Rivkin

Publisher: N.A

ISBN: 9783832305956

Category:

Page: 252

View: 9069