What is it that made Starbucks an overnight sensation and separated it from other great coffee house companies? Why do many products with great product innovation, perfect locations, terrific customer experiences, even breakthrough advertising fail to get the same visceral traction in the marketplace as brands like Apple and Nike? Patrick Hanlon, senior advertising executive and founder of Thinktopia, decided to find the answers. His search revealed seven definable assets that together construct the belief system that lies behind every successful brand, whether it's a product, service, city, personality, social cause, or movement. In "Primal Branding", Hanlon explores those seven components, known as the primal code, and shows how to use and combine them to create a community of believers in which the consumer develops a powerful emotional attachment to the brand. These techniques work for everyone involved in creating and selling an image - from marketing managers to social advocates to business leaders seeking to increase customer preference for new or existing products. "Primal Branding" presents a world of new possibility for all marketers - and the opportunity to move from being just another product on the shelf to becoming a desired and necessary part of the culture.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
As a senior executive at the world's most creative advertising agencies, including TBWA, Ogilvy, Hal Riney & Partners, and Lowe & Partners in New York City, Patrick Hanlon has worked on such famous brands as Absolut, UPS, John Deere, H&R Block, LEGO, General Motors, BellSouth, Pepsi International, Sears, and IBM. In August 2003, he founded Thinktopia and began sharing his proprietary new primal branding construct with marketers from Target, Starbucks, American Express, and elsewhere. It was immediately hailed as "a provocative new look at classic branding." Others simply cheer that primal branding is "not the same old branding B.S." After a decade of working on Madison Avenue, the author is now headquartered in Minneapolis, where he serves Fortune 500 clients across the country.From Publishers Weekly:
Positing that "a brand is a belief system," Hanlon, founder and CEO of "primal branding" company Thinktopia, throws a reverse spin on the 12-step addiction recovery program to trumpet his 7 steps (called "key factors") to inspire consumer addiction. His formula has vaguely mythic qualities: successful brands, he argues, come with a creation story, a creed, rituals, icons, sacred words, non-believers and a leader who's overcome stiff opposition. The similarities to religion (Hanlon prefers "culture of belief") will pique the thoughtful reader, but Hanlon's recounting of familiar business success stories (UPS's story, Lou Gerstner's turnaround of IBM) seems at odds with a book blurbed as "not the same old branding B.S." Though much of the book is the simple recasting of age-old branding tenets (Hanlon's "creed" is interchangeable with "slogan"; "icon" with "logo"), Hanlon's energetic case for thinking differently about common practices makes for a rousing read.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Descrizione libro Free Press, 2006. Hardcover. Condizione libro: New. book. Codice libro della libreria 074327797X
Descrizione libro Free Press, 2006. Hardcover. Condizione libro: New. First Printing. Codice libro della libreria DADAX074327797X
Descrizione libro Free Press 2006-01-24, 2006. Hardcover. Condizione libro: New. First Printing. 074327797X We guarantee all of our items - customer service and satisfaction are our top priorities. Please allow 4 - 14 business days for Standard shipping, within the US. Codice libro della libreria TM-074327797X
Descrizione libro Free Press, 2006. Hardcover. Condizione libro: New. Codice libro della libreria P11074327797X
Descrizione libro Free Press. Hardcover. Condizione libro: New. 074327797X New Condition. Codice libro della libreria NEW6.1800394
Descrizione libro Hardcover. Condizione libro: BRAND NEW. BRAND NEW. Fast Shipping. Prompt Customer Service. Satisfaction guaranteed. Codice libro della libreria 074327797XBNA